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AmToy SWOT Analysis

Published in Media & Entertainment category by MBA Skool Team Last Updated: September 18, 2023Reading time:

Here is a detailed SWOT analysis of AmToy covering strengths, weaknesses, opportunities and threats.

AmToy Strengths

  1. Soft toys available with a wide range of accessories
  2. AmToy also offered crayons and a wide variety of pre-school building block toys
  3. Had a strong brand equity of American Greetings
  4. Had a wide presence across the US

Above are the strengths in the SWOT Analysis of AmToy. The strengths of AmToy looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

AmToy Weaknesses

  1. Had a small target group – only preschoolers
  2. Its main focus was on dolls, which further reduced its target audience
  3. Did not have a broad product portfolio

These were the weaknesses in the AmToy SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

AmToy Opportunities

  1. Had a strong brand name at all stages of its life
  2. Could have extended its product line further
  3. Could have leveraged on the American Greetings brand name

Above we covered the opportunities in AmToy SWOT Analysis. The opportunities for any brand can include prospects of future growth.

AmToy Threats

  1. Other toys for preschoolers
  2. Outdoor games
  3. Television

The threats in the SWOT Analysis of AmToy are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the AmToy SWOT analysis.

Read Similar SWOT analysis

About AmToy

The table below gives the brand overview along with its target market, segmentation, positioning & USP

AmToy Overview
Parent Company

American Greetings (sold to Tyco Toys in 1988; acquired by Mattel in 1997 and merged with Fisher Price)


Toy Brands and Manufacturers


Media & Entertainment

Tagline/ Slogan

We’re soft on kids


Soft toys coming together with a wide range of accessories


Kids who have a creative bent of mind and also those who loved soft dolls with a wide range of accessories

Target Market

Young kids from upper middle class


Soft and huggable toys of different varieties that kids “just love to love”

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.

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