Annalee Dolls SWOT Analysis, USP & Competitors

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

Annalee Dolls

Parent Company

AMD Holdings Inc.


Toy Brands & Manufacturers


Media and Entertainment

Tagline/ Slogan

Building traditions, Telling stories and creating memories


Dolls characterized by seasons and festivals



Girls who have a fondness for doll toys

Target Group

Young girls from upper middle class


Becoming a one-stop solution for gifts for children given during different festivals and occasions.

SWOT Analysis


1. A very well-recognized brand-name in dolls with a history of over 70 years

2. The company produces a new collection of dolls for every season of the year and some of them are also based on festivals.
3.  Has an excellent online presence with e-catalogues and an e-museum that gives buyers the opportunity to choose and order online. The company also has presence on sites like E-Bay etc.

4. Old Annalee Dolls have now become more of a collector’s item and are auctioned for as high as $6,000


1. Location of office and store only in New Hampshire

2. Demands a high premium due to tradition and popularity

3. Overseas manufacturing of dolls means lead time will be high


1. Opportunity to enter other segments in the “toys” category and leverage the existing brand

2. Open exclusive stores and sell vintage dolls

3. Global expansion and entering newer markets


1. With the advent of mechanical dolls and electronic dolls, the demand for such dolls amongst kids has decreased

2. Younger children are moving towards electronic gadgets as a preference for gifts as compared to dolls



1. Barbie
2. Hasbro

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


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