SWOT Analysis of Mattel
Mattel was started in 1945 by Harold Mattson and Eliot Handler. The company was primarily focused on manufacturing doll-house furniture. Mattson eventually sold his ownership share to Handler and the company went on to manufacture a wide variety of toys. In addition to manufacturing toys, Mattel decided to sponsor the Walt Disney Mickey Mouse Club in 1955, which was a pioneering and very successful marketing step which provided direct access to millions of young potential customers. The famous Barbie (named after Eliot Handler’s daughter) was brought to market in 1959 and the company went public in 1960. After going public, gross sales increased to $75 million and the famous Hot Wheels line was launched in 1968. Over the next 20 years, there was a series of management and changes in strategy — the Handlers were forcibly removed from management in 1074 and the company proceeded to acquire non-toy business, such Continue reading