Ertl Toys SWOT Analysis, USP & Competitors

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SWOT Analysis of Ertl Toys with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Ertl Toys

Parent Company

RC2 Corporation


Toy Brands & Manufacturers


Media and Entertainment

Tagline/ Slogan

Just like the real thing, only smaller


Licensed manufacturer of die-cast replicas of tractors for companies like John Deere, Cash etc



Children and Adults

Target Group

Boys (Age 5-12 years), Adult collectors of tractors


Licensed tractor replicas

SWOT Analysis


1.Specialized long-time manufacturer of die-cast replicas. Some of these have now turned into collectors items

2.Strong distribution by participating in farm shows etc.

3. Leveraging the brand-name of well-established tractor manufacturers like John Deere. Sole license holder

4.Covers the entire range in tractors from collectibles to children’s toys


1.Change of brand name to “Tomy” may hurt the brand

2.The toys are targeted towards the rural population. This makes the target audience small.

3.Current distribution is restricted to dealers of the licensee companies. Limited distribution through retail channels


1.To expand into related areas like cars

2.To expand into markets outside the USA

3.Increase popularity and distribution channels by using the internet


1.Applications on electronic devices are replacing the craze for electronic cars and trucks

2.The toys are expensive as compared to many other substitutes

3.The popularity of motor-run cars is declining



1. Mattel

2. Hasbro

The table above concludes the Ertl Toys SWOT analysis along with its marketing and brand parameters.


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