AmToy SWOT Analysis, Competitors & USP

Posted in Media & Entertainment, Total Reads: 4190

SWOT analysis of AmToy analyses the brand/company with 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 and industry. AmToy is one of the leading brands in the media & entertainment sector. The table below also lists the top AmToy competitors and elaborates AmToy market segmentation, target group, positioning & Unique Selling Proposition (USP).

AmToy SWOT, Competitors, Marketing STP & 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”

AmToy SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of AmToy. Strengths are:

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

AmToy Competition

Below are the top 3 AmToy competitors:

2.Bratz Dolls
3.Madame Alexander

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

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. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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