Fisher-Price SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Fisher-Price analyses the brand by its strengths, weaknesses, opportunities & threats. In Fisher-Price SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Fisher-Price to benchmark its business & performance as compared to the competitors. Fisher-Price is one of the leading brands in the media & entertainment sector.

The table below lists the Fisher-Price SWOT (Strengths, Weaknesses, Opportunities, Threats), top Fisher-Price competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Fisher-Price SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Fisher-Price Brand Analysis
Parent Company



Toys for infants and children


Media & Entertainment

Tagline/ Slogan

Best possible start


Products and solutions that will enrich family’s lives

Fisher-Price STP

Infants & Children toys

Target Group

Anyone who is important to children; Parents, grandparents, etc


Celebrate the discoveries of early childhood and the link between play and learning

SWOT Analysis of Fisher-Price
Fisher-Price Strengths

Below are the Strengths in the SWOT Analysis of Fisher-Price:

1. Strong legacy in the toy industry since 1930

2. Substantial market share and brand awareness

3. High profit margin( 40%-60%) in Prestige items with minimum advertisement

4. Economies of scale and scope

5. Five qualities set by Herman Fisher: intrinsic play value, ingenuity, strong construction, good value for money, and action. These are still observed today

6. Introduction of six new toys every year in the company

7. Increased volume in $3and $5 toys

8. Fisher Price has its own R&D facility

9. Fisher-Price operated a licensed on-premise nursery for 2 to 3 years and 4 to 5 years old by trained teachers.

10. Brand recall is high as it focuses on good marketing and advertising exercises

Fisher-Price Weaknesses

Here are the weaknesses in the Fisher-Price SWOT Analysis:

1. Products face competition from higher and lower quality substitutes which means restricted margins

2. High variation in seasonal demand for products forces company to have excess cash on hand, suffer fluctuating revenues, have difficulty

predicting the optimal number of a product to produce

Fisher-Price Opportunities

Following are the Opportunities in Fisher-Price SWOT Analysis:

1. Acquisition of companies or products that compliment the existing lines or target a new age group

2. Development of new products

3. Room for growth of international sales

4. New advertising opportunities on the internet

5. Investment in web retailing opportunities

6. Development of specialized stores

7. Substantial demand for riding toys

8. Positive attitude towards toys

Fisher-Price Threats

The threats in the SWOT Analysis of Fisher-Price are as mentioned:

1. Number of foreign manufacturers increasing

2. Large discounters change toy industry’s structure

3. Fierce competition with riding toys

4. High dependency on suppliers

5. Easy entry by competing firms

6. Decline in children’s leisure time

7. Threat from private label toys

Fisher-Price Competition
Fisher-Price Competitors

Below are the top 4 competitors of Fisher-Price:

1. Bandai

2. Hasbro


4. Tomy

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Fisher-Price. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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