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.

Kelly Philp, UK marketing director

Dolls 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 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 choice for any parent, grandparent or gift giver considering purchasing a doll for a loved one.”

While My Garden Baby will evolve the Dolls space, the launch also reflects Mattel’s continuing evolution as a business. This can be seen elsewhere, too, with new lines such as Barbie Colour Reveal bringing exciting and innovative new features to fans of the brand. Toys that surprise and delight kids remain as popular as ever, so Colour Reveal, which lets kids swish Barbie around in water to reveal her look, has been a very welcome addition to the Barbie portfolio. Fashion also remains a strong trend. Social platforms and media content introduce kids to the world of fashion and styling, and Barbie Extra allows them to emulate what they see around them with distinctive looks and unique accessories. Fresh Barbie content continues to support the brand throughout each year; Mattel sees sales of content-related product excel following the content release, showing that media consumption translates directly into product sales if the offering is compelling enough.

As mentioned earlier, Polly Pocket enjoyed a strong performance throughout 2020. This, says Kelly, reflects the demand for retro and classic toys that hold nostalgic appeal among parents and gift givers. Such brands, which offer points of connection, are surging in popularity across the toy sector, not just in dolls, but Polly is certainly one brand riding this wave. However, Kelly adds, these toys must still be compelling. While parents might spot a childhood favourite when out shopping and buy one for their child, success ultimately comes from high levels of brand engagement. Parents like to see their kids not just playing with that toy but actually enjoying it, because after all – enjoyment is what makes toys valuable. Child-led demand is a key driver of the toy industry, and Mattel is seeing the effect of this with Polly. The character ignites imaginative role-play in a quirky and adventurous fashion, setting her apart from other dolls within the small dolls arena.

When it comes to adventure, Mattel is also delighted to have welcomed Spirit to its Dolls portfolio. The property gives the company access to incredibly strong equine themes that will appeal to doll lovers even if they don’t watch the animated series Spirit Riding Free, or haven’t seen either of the feature films. Horses and dolls are a great match, and with the release of Spirit Untamed, the standalone sequel to Spirit: Stallion of the Cimmaron and a follow-on from the Riding Free series, demand for horse figures - and dolls to ride them - is likely to soar. An epic soundtrack by Taylor Swift will generate even more excitement for the movie, while the core messages of friendship, bravery and adventure will resonate with kids who have spent the previous year largely playing things safe. The Spirit range from Mattel also offers hair play, another key element within dolls, while the range of characters available will drive collectability. From a retail perspective, Mattel’s comprehensive dolls portfolio offers retailers a proposition that ticks a lot of boxes and covers a lot of bases. Regardless of whether consumers are arriving in store or seeking dolls online, Mattel’s range delivers what shoppers want, and strong marketing campaigns support these sales. Alongside its product development, the company invests in its brands with campaigns that heighten awareness among consumers and drive footfall to its retail partners. Mattel’s marketing tactics shifted more towards the online/eCommerce space during lockdown, but as physical retail now reopens the focus will also be on pushing shoppers back into bricks & mortar stores. Consumers are finding and purchasing product in more ways than ever before, and so Mattel’s omnichannel marketing mix aims to reach them regardless of the channel they are in. While the company of course continues to build upon its own growth and success, its ethos is also to grow and strengthen the toy categories it is in too, as Kelly explains.

“It’s important that we continue to drive the entire Dolls category, and within that we needed to understand what the core drivers are - and how our product lines can support them,” Kelly says. “Working with Cardiff University, our research has shown us that playing with dolls activates regions of the brain associated with social information such as compassion and empathy. It’s also perfect for inspiring role-play based on real life situations, which helps kids develop social processing skills. Interestingly, these effects are seen even when kids play with dolls alone; they don’t have to be playing with a parent, sibling or friend to gain the social benefits. This research, which was published last year, has been made accessible for parents and caregivers via an online hub loaded with resources to help parents and kids on that journey. Our new spring campaign, ‘A Doll Can Help Change the World’, taps into our enhanced understanding of this space and follows on from the ‘You Can Be Anything’ hero content. The campaign takes this research to the next level, helping parents understand how doll play can prepare kids for the future. Deepening our knowledge base in this way remains vital to Mattel, and we’ll continue to invest in these campaigns, and to work with leading researchers and educational institutions. We hope to remind parents and caregivers that the simple act of playing with dolls has developmental benefits.