AmToy SWOT Analysis, Competitors & USP

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

SWOT analysis of AmToy analyses the brand by its strengths, weaknesses, opportunities & threats. In AmToy 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 AmToy to benchmark its business & performance as compared to the competitors. AmToy is one of the leading brands in the media & entertainment sector.

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

AmToy SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
AmToy Brand 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 & 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 of AmToy
AmToy Strengths

Below are the Strengths in the SWOT Analysis of AmToy:

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

AmToy Weaknesses

Here are the weaknesses in the AmToy SWOT Analysis:

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

AmToy Opportunities

Following are the Opportunities in AmToy SWOT Analysis:

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

AmToy Threats

The threats in the SWOT Analysis of AmToy are as mentioned:

1. Other toys for preschoolers
2.Outdoor games

AmToy Competition
AmToy Competitors

Below are the top 3 competitors of AmToy:

2.Bratz Dolls
3.Madame Alexander

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 AmToy. 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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