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Mattel

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Mattel is one of the largest toy companies in the world - the largest toy company even if looking at revenue. The company was founded in 1945 by Harold "Matt" Matson and Elliot Handler and has since generated such successful lines as Barbie, Masters of the Universe, Polly Pocket, Hot Wheels, and of course Monster High. Barbie was the first hit brand of Mattel, having been created in 1959, and since then, little has been in the way of Mattel's dominating position in the toy market.

Monster High

Main article: Monster High

Monster High is a big gamble for Mattel, Inc. It's the first in-house toy brand the company has launched since Hot Wheels in 1968, and the biggest brand launch in the company’s history because the dolls were accompanied by an apparel line, a series of books, an interactive website and webisodes, and Halloween costumes.

Typically, Mattel launches a product and tracks its popularity for a year before creating games, TV shows, and books based on the item.

For Monster High, Mattel tested the dolls in its Imagination Center, a sprawling facility with one-way mirrors and hidden microphones where it watches volunteer kids play with new toys. Sometimes these sessions are taped or, if they're important enough, even broadcast live throughout the facility.[1]

Mattel wouldn't say how much it has invested in Monster High, but analysts peg the figure at easily millions of dollars. In its fiscal third quarter ending in September, it reported that worldwide sales of "other" doll brands, that is, those other than Barbie, were up 7% over last year, and overall, Mattel's girls and boys brand business was up 8% year-over-year, with $1.17 billion in sales.[2]

Staff

Executives

  • Michael Shore - Vice President of Consumer Insights
  • Tim Kilpin - Mattel Brands general manager
  • Bob Eckert - Chief Executive Officer
  • Bryan Stockton - former president of International, current chief operating officer (COO)

Monster High team

A team of 20 employees who worked on the concept for three years.[3]

  • Designer: Garrett Sander
  • Package Copywriter: Eric Hardie
  • Package Engineer: Ryan Buynak
  • Art Directors: Joel Smith, Helena Mills
  • Package Illustrator: Kellee Riley
  • Product concept design: Lisa Temming

Associated agencies

Further reading

References

  1. November_23, 2010 - USA Today
  2. December_6, 2010 - AdAge
  3. June 3, 2010 - The Wall Street Journal

External links

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