Mattels Marketing Strategy

1. Do manufacturers of products for children have special responsibilities to consumers and society? What are these responsibilities, and how well has Mattel met them? Provide evidence of Mattel’s strengths and weaknesses in this area.

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2. Comment on the strengths and weaknesses of Mattel’s core brands. In looking at Barbie specifically, has Mattel’s success with the American Girl collection cannibalized sales from Barbie? Explain.

3. What are the opportunities and threats that Mattel faces as it looks ahead?

4. If you could make only one recommendation to Mattel, what would it be?

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