Building toys that resemble actual steel structures. Parent’s pride in structures made by children.
1. Was one of the largest and oldest toy companies in the world 2. Strategic acquisitions like that of Mechano and American Flyer to enter into the structural toys and toy trains market 3. Strong brand name of “Erector Set” which was later used by the Gabriel company. The company continued to market it as a "The construction toy from A. C. Gilbert"
4. Strong brand name and had good availability
1. Poor management led to lack of performance 2. Lack of focused leadership as it was a family-run business 3. Some of it’s chemical lab toys are allegedly included in a list of the most wildly irresponsible vintage toys
1. Opportunity to build on the strong brand name in the US market and expand to other verticals in the toys category 2. Opportunity to enter new markets around the world 3. To leverage on its brand name and introduce more toys related to movies like James Bond (like they did in the past) for the target segment
1. The fad toys change at a relatively fast pace in this market and this poses a continuous threat. 2. Threat of new entrants is high as the market can be entered easily 3. Poor publicity due to limited marketing
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