Industria Jugetera 2012

Mattel Inc. is the largest toy company in the world, located in California, United States, which manufactures many products, including Barbie dolls, board games, and many other entertainment toys. Itwas founded in 1959 by Harold Matson and Elliot Handler, the name of the company emerge as a fusion of the names of their creators, "Matt-El".

“Mattel, Inc. is the worldwide leader in the design,manufacture and marketing of toys products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, AmericanGirl®, Radica® and Tyco R/C®, as well as Fisher-Price® brands, including Thomas & Friends®, Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2012, Mattel was named asone of FORTUNE Magazine's "100 Best Companies to Work For" for the fifth year in a row. Mattel also is ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens." Mattel employsapproximately 28,000 people in 43 countries and territories and sells products in more than 170 nations. The slogan is, “We are Creating the Future of Play.”
Since 1959, this company has maintained avery satisfactory growth and spread worldwide, its strategy is to sell the same toys in the world and only changing essential things according to the specified region.

However with the growth ofthe technology industry since year 2000, the toy industry has reduced important numbers, another factor is piracy and offers of oriental brand toys are very cheap.

MATTEL ® faces the full weight ofslow-growing industry. Traditional toys have suffered at the hands of the rapidly growing industry of video games as children increasingly prefer to spend their time and money from parents in digitalentertainment.

Besides the threat of video games and other traditional toy manufacturers are being pressured by macroeconomic factors largely outside its control, including pressure from...