Mattel SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Mattel analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Mattel 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 Mattel to benchmark its business & performance as compared to the competitors and industry. As of 2020, Mattel is one of the leading brands in the media & entertainment sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Mattel competitors and includes Mattel target market, segmentation, positioning & Unique Selling Proposition (USP).

Mattel SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Mattel Brand 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
Mattel Segmentation

Dolls, toy cars, video games

Mattel Target Market

Boys and girls of ages 3-15 and collectors

Mattel Positioning

To create unique and exciting collectibles for people across all ages

Mattel SWOT Analysis
Mattel Strengths

Below are the Strengths in the SWOT Analysis of Mattel:

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

Mattel Weaknesses

Here are the weaknesses in the Mattel SWOT Analysis:

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

Mattel Opportunities

Following are the Opportunities in Mattel SWOT Analysis:

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

Mattel Threats

The threats in the SWOT Analysis of Mattel are as mentioned:

1.Video games
2.Cartoon channels

4. Outdoor games

5. Other similar companies

Mattel Competition

Below are the top 5 Mattel competitors:

2.Bandai Toys

3.McFarlane Toys

4. Neca

5. Hot Toys

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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 Mattel. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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