Mattel developed a strategy for maximizing core brands to maintain profitability and consistent profits streams This company had entered into a joint venture arrangement with Bandai, Japan’s largest toy company in addition, it acquired Hong Kong–based ARCO Industries to gain competitive advantage Mattel’s next large “hit” product briefly assists the company balance the success of the Barbie doll with a boy’s toy Mattel adopted diversified strategy and penetrated the new fast growing electronics game field and introduced the Intellivision home video entertainment system Mattel tried to tap into electronic games though it was not successful project because competitor’s low pricing strategyĮlliot and Ruth Handler, founders of Mattel, leave this company Hot Wheels was introduced, became the second biggest hit since Barbie Mattel started its first International sales outlet in Switzerland Introduction of Barbie doll in accordance with the suggestion of Ruth Handler however, Barbie was name of her daughterĮnlisted in New York Stock exchange and rapidly ranked in Fortune’s list of the 500 largest US industrial companies Harold Matson and Elliot Handler formed this company
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