Tonner Doll Company SWOT Analysis, USP & Competitors

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SWOT Analysis of Tonner Doll Company with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Tonner Doll Company

Parent Company

Tonner Doll Company Inc


Toy Brands & Manufacturers


Media and Entertainment

Tagline/ Slogan



Dolls inspired by pop culture, fairy tales and movies



Doll toys for young girls and boys

Target Group

Kids (4-14 years) who like collecting dolls based on characters from popular media


Variety of collectible dolls

SWOT Analysis


1. Have different categories like pop culture, fashion, fairy tales and movies which are updated regularly by latest products
2. Interactive and user friendly website
3. Offer after sales services for repair by the name of ‘Doll Hospital’
4. Have a strong closed ecosystem which is maintained by doll lovers’ community activities and blog

5. Licensed characters from popular media like Spiderman, Harry Potter etc


1. High prices compared to some other popular doll brands
2. Not targeted for general masses or kids hence operates on very low size of market
3. Limited to certain states of the USA


1. Can expand to other continents by advertising especially European countries where fashion is religiously followed
2. Can introduce vintage collection
3. Can focus on marketing with movies on which it bases it dolls


1. Diminishing interest in collecting dolls
2. Economic fluctuations

3. Intense competition from big industry players



1.Fischer Price
2.The Doll Maker
3.Nation of Dolls



The table above concludes the Tonner Doll Company SWOT analysis along with its marketing and brand parameters.


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