"Mattel Inc in Toys and Games (World)" Published
Mattel remains the largest traditional toys and games manufacturer in the world in 2012. It is responsible for the iconic Barbie brand, which has helped Mattel build even more successful brands in this category, such as Monster High. Its strategy has been to create evergreen brands by building successful franchises, and roll them out globally. Following consolidation of recent acquisition HIT Entertainment, Mattel will push to maximise revenues through building the Thomas and Friends franchise.
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