AmToy SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

Toy Brands and Manufacturers

Media & Entertainment

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

Young kids from upper middle class

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

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

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

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

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

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

Below are the top 3 AmToy competitors:

1.Barbie
2.Bratz Dolls
3.Madame Alexander