|Exchange:||NASDAQ national market|
|Mattel, Inc. was incorporated in California in 1948 and reincorporated in Delaware in 1968. The Company designs, manufactures and markets a number of toy products through sales to its customers and directly to consumers. The Company's vision is to provide ‘the world’s premier toy brands- today and tomorrow.’ Management has set six key company strategies: improve execution of the existing toy business; globalize the brands; extend the brands into new areas; catch new trends, create new brands and enter new categories; develop people and improve productivity, simplify processes and maintain customer service levels. The Company's portfolio of brands and products are grouped in the following categories: Mattel Girls & Boys Brands- including Barbie® fashion dolls and accessories, Polly Pocket®, Little Mommy®, Disney Classics and High School Musical™, Hot Wheels®, Matchbox®, Speed Racer® and Tyco R/C® vehicles and play sets and CARS™, Radica®, Speed Racer®, Batman® and Kung Fu Panda® products and games and puzzles. Fisher-Price Brands -including Fisher-Price®, Little People®, BabyGear™ and View-Master®, Sesame Street®, Dora the Explorer®, Winnie the Pooh™, Go-Diego-Go!™ and See ‘N Say® and Power Wheels® . American Girl Brands—including Just Like You®, the historical collection and Bitty Baby®. American Girl Brands products are sold directly to consumers via its catalogue, website and proprietary retail stores. The domestic segment develops toys that it markets and sells through the Mattel Girls & Boys Brands US, Fisher-Price Brands US and American Girl Brands segments. In the Mattel Girls & Boys Brands US segment, Barbie® includes brands such as Barbie® fashion dolls and accessories and Polly Pocket®, Little Mommy®, Disney Classics and High School Musical™ are included within Other Girls Brands. Wheels are comprised of Hot Wheels®, Matchbox®, Speed Racer® and Tyco R/C® vehicles and play sets. Entertainment includes CARS™, Radica®, Speed Racer®, Batman® and Kung Fu Panda® products, as well as games and puzzles. The Fisher-Price Brands US segment includes Fisher-Price®, Little People®, BabyGear™ , View-Master®, Sesame Street®, Dora the Explorer®, Go-Diego-Go!®, Mickey Mouse® Clubhouse, Winnie the Pooh™, My Friends Tigger & Pooh™, Handy Manny™, See ‘N Say®, Ni Hao, Kai-lan!™ and Power Wheels®. New product introductions for 2009 are expected to include the Trio™ Building Set line, Laugh & Learn™ Farm, My Toon TV, Splatster™, Imaginext® Dragon line, Precious Planet™ line, Elmo Live™ Encore, Super Special Friend Kai-lan, Manny’s Repair Shop, Dora® Saves the Crystal Kingdom and Mickey’s Magic Choo Choo. The American Girl Brands segment is a direct marketer, children’s publisher and retailer best known for its flagship line of historical dolls, books and accessories, as well as the Just Like You® and Bitty Baby® brands. American Girl Brands also publishes best-selling Advice & Activity books and the award-winning American Girl® magazine.In January 2012, American Girl® introduced McKenna™, the newest Girl of the Year® doll. American Girl Brands products are sold only in the US and Canada. Chrissa™ launched with two 18-inch friend dolls and the first contemporary feature film, An American Girl: Chrissa Stands Strong, which is available on DVD from HBO Home Entertainment. Competition in the manufacture, marketing, and sale of toys is based primarily on quality, play value, and price. Mattel’s toy products sold in the US are subject to the provisions of the Consumer Product Safety Act, the Federal Hazardous Substances Act and the Consumer Product Safety Improvement Act of 2008.|
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