The Toy Industry Is Declining? How Can Mattel, Inc. Survive?

Abstract

Will the iconic Barbie doll survive? Mattel, Inc.’s sales are declining, the company has lost its Disney Princess line to Hasbro, and the industry is changing. Today’s kids outgrow toys at a younger age and are drawn to video games and electronics. The competitive market is changing as more companies are entering international markets. Mattel’s CEO has a challenge to turnaround the downward spiral of revenues.