Company Profile
Mattel
Hitting the
top spot
Mattel enters 2022 off the back of yet another strong year, with brands Barbie and Hot Wheels continuing to lead the way on product, new content coming through for Thomas & Friends and a major movie slate to look forward to. Just before Christmas, Toy World sat down with Michael Hick, vice president and country manager, UK and Ireland, and Kelly Philp, UK marketing director, to look back over 2021 and find out what comes next. We’ve certainly been hearing from retailers that Barbie has been a standout brand, which tallies with what you’re telling us. What’s behind this success?
We’re starting a new year, but let’s start our interview by talking about the previous one. How was 2021 for Mattel? Michael: We’re very pleased with how we executed 2021: Mattel had a plan in January, and I feel as though we’ve seen that plan through to fruition. As we are speaking to you in later November, NPD has the toy market down -5% whereas Mattel is only down -2%, meaning we’re outperforming the market. And when you hold Mattel up against its big competitors, we are one of only two manufacturers in the Top 6 growing market share.
For the first time since I can remember Barbie is the No.1 brand in the toy industry: not the No.1 Fashion Doll – the No.1 brand. Mattel also has the No.1 item in Value and Units in Hot Wheels die cast,
though Barbie Dreamhouse is nipping at its heels at No.2. Mattel is really pleased with this position, especially so close to Christmas. In 2021, the company focused on two main things: firstly, on our innovative demand creation strategy, whether that be from a brand or customer marketing point of view, and secondly, on maintaining our position as the toy partner of choice for both licensors and retailers. Our retail partners are providing some great feedback despite their fair share of challenges, and those challenges look likely to continue into Q1 and Q2. Shoppers seemed to be doing their Christmas shopping later than they did in 2020, when a lockdown was imminent, and uncertainty remains about what comes next. In summary, Mattel is in a strong position and continues to overinvest in its categories and brands.
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Kelly: Barbie is a purposeful brand with a clear consumer message regarding what she stands for in today’s world. There were several standout Barbie moments in 2021. We know her fans love new content, so the Big City, Big Dreams tentpole and the way the movie was brought to life at retail provided something really exciting, both in terms of content and product. Mattel also tapped into important cultural moments. Last year we released a Barbie in the likeness of vaccinologist Professor Dame Sarah Gilbert. Barbie is culturally relevant, and this had a positive impact on the brand’s performance. Barbie has always been a staple within the fashion doll space, but she’s now holding her own across the entire toy space.
And what about Hot Wheels – what’s driving that brand?
Kelly: Vehicles as a play pattern hasn’t changed, but Hot Wheels product development continues to bring fresh variations on this classic theme to life. Our innovations are based on what we know works, be that the ‘crash and bash’ play offered by Track Builder or the more imaginative play inherent in City. We’re also broadening the opportunities offered by Hot Wheels outside of the kids’ space. At the end of 2021, the UK entered the global Hot Wheels Legends tour for the first time, and Lee Johnstone’s Volvo P1800 Gasser ended up winning. Hot Wheels, like Barbie, appeals across a wide range of different ages and here at Mattel we’re tapping into that depth and breadth of passion with
