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Mattel (US)

Mattel is the world's #1 toy company (ahead of Hasbro), and it's all because of a peroxide blonde named Barbie, still the world's best-selling toy brand after almost 40 years, even if sales are not anything like as buoyant as they once were. The Mattel toybox holds a number of other well-known brands including Fisher-Price infant and toddler toys, Matchbox cars and Hot Wheels, Matchbox and Tyco cars. A catastrophic foray into interactive software almost brought the company down in the late 1990s, but Mattel has made a full recovery since then, but competition remains fierce. Advertising Age estimated global measured advertising expenditure of $389m in 2006, making Mattel the world's #79 advertiser. Click here for the Adbrands Company Profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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Competitors: see Toys & Games Sector index for other companies

The Adbrands Company Profile of Mattel summarises the company's history and current operations and also contains the following website links:

Mattel website

Barbie	Matchbox
Mattel Classic Games	Hot Wheels
Chatter Matters	UNO
Whats Her Face	View-Master
Othello	Masters of the Universe
Scrabble	American Girl
Fisher-Price	Sesame Street Toys
Power Wheels	Polly Pocket
Max Steel	Diva Starz
Tyco Racing	Rock 'Em Sock 'Em Robots

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