Mattel SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 11162

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


Parent Company

Mattel Inc


Toy Brands and Manufacturers


Media & Entertainment

Tagline/ Slogan

Creating the Future of Play


Leaders in action figures, dolls, video games

Mattel STP


Dolls, toy cars, video games

Target Group

Boys and girls of ages 3-15 and collectors


To create unique and exciting collectibles for people across all ages

Mattel SWOT Analysis


1. Big brand name and one of the largest toy company in the world
2. Diverse line of products in its portfolio
3. Brand recall is high

4. Efficient top management with nearly 30,000 employees

5. It has brands like include Fisher Price, Barbie dolls, Monster High dolls, Hot Wheels and Matchbox toys, Masters of the Universe, American Girl dolls etc

6. Strong financial position compared to other competition with a wide global reach

7. Good advertising and branding through TVCs, online presence and print ads


1.Involved in a lot of controversies like toxic toys which hurt the brand image
2.Fake products easily available in the market leading to loss of revenue


1.Potential to tap into comic and movie franchises
2.Reaching out by organizing contests on existing franchises

3. Can put holograms or something  similar so that imitation is not easy


1.Video games
2.Cartoon channels

4. Outdoor games

5. Other similar companies

Mattel Competition


2.Bandai Toys

3.McFarlane Toys

4. Neca

5. Hot Toys

The brandguide table above concludes the Mattel 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.


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