AmToy SWOT Analysis
Here is a detailed SWOT analysis of AmToy covering strengths, weaknesses, opportunities and threats.
AmToy Strengths
- Soft toys available with a wide range of accessories
- AmToy also offered crayons and a wide variety of pre-school building block toys
- Had a strong brand equity of American Greetings
- Had a wide presence across the US
Above are the strengths in the SWOT Analysis of AmToy. The strengths of AmToy looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
AmToy Weaknesses
- Had a small target group – only preschoolers
- Its main focus was on dolls, which further reduced its target audience
- Did not have a broad product portfolio
These were the weaknesses in the AmToy SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
AmToy Opportunities
- Had a strong brand name at all stages of its life
- Could have extended its product line further
- Could have leveraged on the American Greetings brand name
Above we covered the opportunities in AmToy SWOT Analysis. The opportunities for any brand can include prospects of future growth.
AmToy Threats
- Other toys for preschoolers
- Outdoor games
- Television
The threats in the SWOT Analysis of AmToy are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
Hence this concludes the AmToy SWOT analysis.
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About AmToy
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| AmToy Overview | |
|---|---|
| Parent Company |
American Greetings (sold to Tyco Toys in 1988; acquired by Mattel in 1997 and merged with Fisher Price) |
| Category |
Toy Brands and Manufacturers |
| Sector | |
| Tagline/ Slogan |
We’re soft on kids |
| USP |
Soft toys coming together with a wide range of accessories |
| AmToy STP | |
| Segmentation |
Kids who have a creative bent of mind and also those who loved soft dolls with a wide range of accessories |
| Target Market |
Young kids from upper middle class |
| Positioning |
Soft and huggable toys of different varieties that kids “just love to love” |
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