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Mattel SWOT Analysis

Published by MBA Skool Team in Media & Entertainment category Last Updated: October 28, 2023Read time:

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

Mattel Strengths

  1. Mattel is a big brand name and one of the largest toy company in the world
  2. Mattel offers a diverse line of toys, products and accessories in its portfolio
  3. The brand recall of the company is high as compared to several competitors in the industry
  4. Mattel has an efficient top management with nearly 30,000 employees
  5. The company has prominent brands including Fisher-Price, Barbie dolls, Monster High dolls, Hot Wheels and Matchbox toys, Masters of the Universe, American Girl dolls etc.
  6. The company has a strong financial position and has an annual revenue of more than $4 billion
  7. Good advertising and branding through TVCs, online presence, digital marketing, social media and print ads have increased brand awareness of Mattel
  8. The company has presence in 40 countries and the toys are sold in more than 150 countries
  9. Several acquisitions have strengthened the company
  10. Mattel has also diversified into film production and digital games

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

Mattel Weaknesses

  1. Legal issues in the past regarding alleged toxic content in toys affected its brand image
  2. Imitation products easily available in the market leading to loss of revenue for Mattel

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

Mattel Opportunities

  1. Mattel has the potential to tap into comics and movie franchises to boost its business
  2. The company can invest into video games & online games
  3. Global expansion of its toys and creating product line popular in the country of operation can help boost its business

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

Mattel Threats

  1. Increased competition from other toy brands can impact its revenue
  2. Substitute activities like outdoor sports, video games, online games and other children activities can lead to loss of business for Mattel
  3. Economic crisis and unfavorable trade policies can impact international business

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

Hence this concludes the Mattel SWOT analysis.

About Mattel

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

Mattel Overview
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 Market

Boys and girls of ages 3-15


To create unique and exciting collectibles for people across all ages

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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