Mattel 2000 Annual Report Download - page 14

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twelve
Invent.
Catching new trends is important in the toy
industry. Children are constantly moving in new
directions, and in order to remain relevant and
fresh, a toy company must remain in like step.
One of our core strategies at Mattel is
to catch new trends and apply them not only
within our existing businesses, but by creating
new brands and entering new categories. We
are also committed to foreseeing new technolo-
gies, and incorporating them into our core
business – toys.
The recent success of Diva Starz pro-
vides a perfect illustration. By expanding on
what we already knew about girls and their
play patterns and taking that knowledge to
the interactive arena, Mattel created the hottest
new trend in the small doll aisle with these
unique interactive fashion dolls. Hot Wheels
Thunder Roller Racing Game was the first
handheld electronic game that used a real
Hot Wheels die-cast car with a handheld
game for realistic racing. And intelli-Table by
Fisher-Price, developed with Microsoft Smart
Technology, literally brought computer appli-
cations away from the computer and into the
hands of toddlers.
CATCHING NEW TRENDS WILL PROVIDE US WITH GROWTH OPPORTUNITIES WITHIN OUR EXISTING
BUSINESSES AND THE POTENTIAL TO CREATE NEW BRANDS AND ENTER NEW CATEGORIES.