Mattel 2012 Annual Report Download - page 6

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P
LAN FOR GROWTH We ali
g
ned around a plan f
o
that focused on
g
rowin
g
our core brands
new franchises, optimizin
g
our entertain
m
p
artnerships and expandin
g
and stren
g
t
h
our international foot
p
rint
.
o
r
g
rowth
, launchin
g
m
ent
h
enin
g
Our growth in 2012 was in fact
led by our own core brands and
specifi cally the momentum from our
Girls portfolio, which includes our
latest franchise, Monster High®.
While Barbie® continues to be the
No. 1 doll property, in three short
years Monster High has become the
No. 2 doll property worldwide4. In
fact, Monster High has now grown
to be a $1 billion brand at retail5.
Our other core girl’s brand, American
Girl®, continued to excel and grew
double digits in 2012.
Also in 2012, Hot Wheels® grew with
its successful Team Hot Wheels®
campaign and its focus on core
vehicles, tracks and playsets.
Fisher-Price® continued its transition
from a U.S.-centric business to a
global brand leader with sales
growing faster internationally than in
the U.S., as the brand continues to
gain global traction. We also had great
success in our Fisher-Price Friends
division with the acquisition of HIT
Entertainment™ and its fl agship
Thomas & Friends® brand. This gave
Mattel not only its fi fth core brand, but
full ownership of more properties in
the Fisher-Price Friends portfolio.
We continued to see great success
with our entertainment partners.
Disney Princess® grew globally
along with Jake and the Never Land
Pirates™. Batman® saw signifi cant
growth, driven by the summer movie
release, and Disney Pixar CARS®
and WWE® continued to deliver
strong results as they remain
evergreen properties.
Internationally, we grew 4% in a very
challenging economic environment,
which included strong currency
headwinds. For the fi rst time, Mattel
achieved more than $1 billion in
gross sales in Latin America. We
also continued our growth in Asia,
anchored by China and India, and
grew our European region despite the
many challenges the continent faced.
So, you can see, we are making
solid progress against our growth
plan. While having a plan to
grow is certainly important, let
me comment briefl y on our other
three key enablers: structure,
talent and innovation.
Consider the following in 2013:
4 NPD US Consumer Tracking Service, Euro5 Retail Tracking Service.
5 Mattel Financials.