AmToy SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 2683
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SWOT Analysis of AmToy with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

AmToy

Parent Company

American Greetings (sold to Tyco Toys in 1988; acquired by Mattel in 1997 and merged with Fisher Price)

Category

Toy Brands and Manufacturers

Sector

Media and Entertainment

Tagline/ Slogan

We’re soft on kids

USP

Soft toys coming together with a wide range of accessories

STP

Segment

Kids who have a creative bent of mind and also those who loved soft dolls with a wide range of accessories

Target Group

Young kids from upper middle class

Positioning

Soft and huggable toys of different varieties that kids “just love to love”

SWOT Analysis

Strengths

1. Soft toys available with a wide range of accessories
2. AmToy also offered crayons and a wide variety of pre-school building block toys
3. Had a strong brand equity of American Greetings

4. Had a wide presence across the US

Weaknesses

1. Had a small target group – only preschoolers
2.Its main focus was on dolls, which further reduced its target audience
3.Did not have a broad product portfolio

Opportunities

1.Had a strong brand name at all stages of its life
2.Could have extended its product line further
3.Could have leveraged on the American Greetings brand name

Threats

1. Other toys for preschoolers
2.Outdoor games
3.Television

Competition

Competitors

1.Barbie
2.Bratz Dolls
3.Madame Alexander



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