Company Profile
Mattel
All dolled up Mattel is expanding its presence in the Dolls category for 2021, with the July launch of a new fantasy-themed large doll, My Garden Baby, additions to its licensed doll ranges including Spirit and Harry Potter, and expansions to Polly Pocket and Barbie. Kelly Philp, UK marketing director, tells Toy World what Mattel considers to the biggest opportunities in the Dolls category, and what its widereaching approach to product means for the retail sector.
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olls are very much at the heart of the Mattel business, as demonstrated by the past three years of innovative product development and range expansion. This is particularly noticeable within Mattel’s standout fashion doll brand Barbie. The relaunch and revitalisation of nostalgic 90s favourite Polly Pocket, meanwhile, has resulted in year on year double digit growth for this best-selling range of small dolls and collectible compacts. As summer 2021 approaches, the company has its sights on continuing to increase its presence across the entire Dolls category. Its heritage doll brands and own IPs
are complemented by new partnerships with licensors such as NBC Universal, which has seen engaging new proven thematics such as horse play introduced to Mattel’s doll portfolio, as well as existing partnerships with the likes of Harry Potter licensor Warner Bros. This year marks 20 years since Harry Potter and the Philosopher’s Stone movie adaptation landed in cinemas, but the property continues to stand the test of time. And Mattel’s Hello Kitty range, which launched earlier this year, is a heritage brand that offers the company points of difference in terms of looks and appeal and moves Mattel further into the collectible dolls arena. Marking the next stage in its expansion strategy, this year sees Mattel launch its new large nurturing doll , My Garden Baby. The company already has a global foothold in the large doll market and expects the new introduction to bring the UK market more into line with other regions. While the dolls category itself remains somewhat static, the growth of Mattel’s own dolls portfolio means the timing is optimal for what the company is calling an exciting new entrant into this market. With My Garden Baby joining Barbie, Spirit, Harry Potter, Polly Pocket and Hello Kitty, Mattel’s strategy in dolls seems to be paying off; there really is something for everyone. But what are the benefits to pursuing such a wide-ranging approach, as opposed to simply focusing on one or two areas? “Mattel views things through a consumer-first lens,” explains Kelly. “From a business perspective, we want to make sure there is a compelling product offering for each and every consumer segment, from age ranges to play patterns. During the product development stage, we ask ourselves the obvious questions - whether there’s enough
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demand, if the features are right for the age range and so on – but we also have to consider whether a product will enhance a category or detract from it. For example, role-play, and the ability to replicate scenes and situations from everyday life, is a large part of what kids seek from the Barbie brand; at the same time, kids also want a doll that can be cuddled and looked after, which is what My Garden Baby offers.” My Garden Baby introduces fantasy elements to classic doll play via a magical theme that includes butterflies, a decidedly different addition to a category rooted in tradition and classic play. By tapping into emerging or resurgent consumer trends, such as the importance of outdoor play and the natural world, My Garden Baby combines the very best nurturing doll play experiences – feeding, nappy changing, putting the baby to bed, changing their clothes – with popular themes that kids will love, as well as unique aesthetics. The focused launch range, arriving at retail from July, includes the My First Baby Butterfly Assortment, the Berry Hungry Baby Butterfly Assortment, and the My Garden Baby Feed and Change doll assortment. Mattel has recognised that (within the UK) My Garden Baby marks the company’s entry into a new space, so expect to see over-investment on the launch strategy, continuing from the day the dolls hit retailer’s shelves, to the peak Q4 selling period. Range expansion will follow in 2022, with plans in the pipeline as far out as 2023. “We feel My Garden Baby will appeal to a younger audience, so we’re taking our learnings from the Pre-School category on targeting parents with our messaging,” adds Kelly. “We want mums and dads to understand what My Garden Baby offers children, and why it should be a top
