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Interview
VICTORIA LICENSING & MARKETING
MATTEL ‘S PROJECTS FOR THE FUTURE This year has been a particularly challenging period for companies that base most of their business on toys, such as Mattel. Thinking about the future, LM interviewed Eleonora Schiavoni, Founder and Managing Director of Victoria Licensing & Marketing, exclusive agent for Mattel Brands in Italy.
Zara, T-shirt adult Barbie
Eleonora Schiavoni - Managing Director Victoria Licensing & Marketing How did Mattel manage the first part of this difficult year and how is it preparing for the future? We are emerging from an undeniably difficult period for the toy industry. In fact
in Italy, according to NPD data, during the complete lockdown period, the toy industry suffered a 12% drop in turnover equal to approximately € 43 million in losses. Luckily, we recently recorded a
first significant re-boot, starting as early as June, with a €7.3 million increase in turnover compared to 2019 (+ 12%). Mattel also confirmed this positive trend for all its toy brands that somehow came out of the pandemic in a stronger position. In July Barbie was confirmed as the number 1 on the toy market, thanks partly to the excellent performance of Color Reveal, the 4th ranked item on the market. It has also been an excellent time for Fisher-Price, which performed better in July than other brands in its category. In the overall ranking of the Top10 YTD items, there are three of Mattel’s core products in key toys categories: #4 Barbie Color Reveal, #8 UNO Game Cards and #9 Hot Wheels single vehicle. At Team Licensing we are encouraged by this positive trend and we continue to offer these extraordinary brands to the market through innovative and engaging projects. We have an extremely innovative licensing plan for 2021, which is closely aligned with Mattel’s marketing and sales plans in Italy, with the aim of becoming known as a “franchise driven company”. After a successful 2019 celebrating Barbie’s 60th anniversary, and after months of lockdown, the positive news coming from the toy market as well as Mattel, we feel inspired to expand and develop Consumer Products strategies for all our Core Brands, from Barbie to Hot Wheels and Fisher Price and Games, across all categories such
