AmToy SWOT Analysis, USP & Competitors

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SWOT Analysis of AmToy with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

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


Toy Brands and Manufacturers


Media and Entertainment

Tagline/ Slogan

We’re soft on kids


Soft toys coming together with a wide range of accessories



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


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

SWOT Analysis


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


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


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


1. Other toys for preschoolers
2.Outdoor games



2.Bratz Dolls
3.Madame Alexander

The table above concludes the AmToy SWOT analysis along with its marketing and brand parameters.


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