Mattel 2000 Annual Report Download - page 10

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eight
Globalize.
With the majority of the world’s children
living outside of the United States and Western
Europe, substantial opportunity exists for
Mattel to grow its business abroad through
international expansion. Our goal is to be the
toy industry leader not only in the U.S., but in
Europe, Latin America, Asia and emerging mar-
kets across the globe. We will not only seek to
gain market share in developed markets, but will
penetrate new markets.
We already have the brands. Whether
it’s Barbie, Fisher-Price or Hot Wheels, these
time-tested favorites have proven kid appeal.
Barbie is the best-selling fashion doll of all
time and one of the most popular girls’ brands
in the world; Fisher-Price is the number one
brand worldwide for infant and preschool; and
Hot Wheels vehicles are number one, outselling
all other toy categories in the U.S.
And we have the people. Beginning
in 2000, our three business unit presidents
assumed worldwide responsibilities for their
brand categories. As a result, we have improved
global strategies for product development and
customer planning.
INCREASING OUR GLOBAL MARKET SHARE IN DEVELOPED MARKETS AND PENETRATING
NEW MARKETS IS KEY TO OUR FUTURE GROWTH.