Mattel 2012 Annual Report Download - page 16

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reorganization changed the way the US business is being operated and combined the US business with Canada
under one leadership team, to form the North America division. As part of the reorganization, new executive
positions were created and prior executive positions within the US operations were eliminated or restructured to
align to the North America division. Mattel’s strategic goals and internal reporting of financial information have
also been changed consistent with this reorganization into the North America division.
The change to Mattel’s organizational structure and formation of the North America division resulted in
changes to Mattel’s operating segments. The new operating segments are: (i) North America, which consists of
the US and Canada, (ii) International, and (iii) American Girl. The North America and International segments
sell products in the Mattel Girls & Boys Brands and Fisher-Price Brands categories, although some are developed
and adapted for particular international markets.
For additional information on Mattel’s segment reporting, including revenues and segment income, see
Item 7 “Management’s Discussion and Analysis of Financial Condition and Results of Operations—Results of
Operations—Business Segment Results” and Item 8 “Financial Statements and Supplementary Data—Note 12 to
the Consolidated Financial Statements—Segment Information.” For additional information regarding segment
assets and geographic areas, see Item 8 “Financial Statements and Supplementary Data—Note 12 to the
Consolidated Financial Statements—Segment Information.” The prior period operating segment amounts have
been reclassified to conform to the current year presentation.
For a discussion of the risks inherent in the foreign operations of Mattel, which affect each segment, see
Item 1A “Risk Factors.”
North America Segment
The North America segment markets and sells toys in the US and Canada through the Mattel Girls & Boys
Brands and Fisher-Price Brands categories.
In the Mattel Girls & Boys Brands category, Barbie includes brands such as Barbie fashion dolls and
accessories, and Polly Pocket, Little Mommy, Disney Classics, and Monster High are included within Other Girls
Brands. Wheels includes Hot Wheels, Matchbox, and Tyco R/C vehicles and play sets. Entertainment includes
CARS, Radica, Toy Story, Max Steel, WWE Wrestling, Batman, and Superman®, as well as games and puzzles.
In 2013, Barbie will be inviting girls to experience her world like never before. With a spotlight on Barbie’s
Dreamhouse, the global campaign will be supported by extensive product introductions, a live large-as-life
exhibit, TV, events, and a digital experience for both girls and brand fans at dreamhouse.barbie.com. In 2013,
new products will be featured to support three full-length animated launches, Barbie in The Pink Shoes™in
spring 2013, Barbie Mariposa and The Fairy Princess™ in fall 2013, and Barbie & Her Sisters in A Pony Tale in
winter 2013. In addition, Barbie will continue to release new webisodes of Barbie Life in the Dreamhouse™.
Monster High will have new characters and products, as well as televised entertainment and webisodes
throughout 2013. In addition, a Monster High Double Feature DVD will be released featuring the TV specials
Why Do Ghouls Fall in Love? and Friday Night Frights in spring 2013, as well as the 13 Wishes DVD in fall
2013. Disney Princess®will have two tent pole events to support growth for 2013. In fall 2013, new products
will be featured to support the release of Disney Princess The Little Mermaid DVD, as well as the theatrical
release of the feature film, Disney Princess Frozen™. In addition, a broad range of dolls, fashions, and
accessories will be released to support the new Disney Channel animated television series Sofia the First™,
which premiered in January 2013.
In 2013, Hot Wheels will continue to drive its business with an overarching brand campaign around the
world’s best driver. Hot Wheels will introduce new product lines such as SpinShotz, which is a new way to play
with Hot Wheels, and the Car Maker. SpinShotz allows children to make and customize their own Hot Wheels
vehicles. Matchbox will launch a brand campaign around Matchbox’s 60th anniversary, as well as expand product
offerings around the Big Boots line of vehicles and figures. The Entertainment business will include new
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