Mattel 2010 Annual Report Download - page 12

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Other Girls Brands. Wheels includes Hot Wheels®, Matchbox®, Battle Force 5®, and Tyco R/C®vehicles and
play sets. Entertainment includes CARS™, Radica®, Toy Story®, WWE®Wrestling, and Batman®products, as
well as games and puzzles.
In 2011, Mattel expects to introduce new products, as well as continue to leverage content within its core
brands. For Mattel Girls Brands, Barbie®will be promoting Ken®’s 50th anniversary with the “Ken Campaign –
Will Barbie Take Him Back?” The campaign will be supported by new product introductions as well as a live-
action digital reality competition. Barbie®will continue to celebrate her aspirational career heritage with the I
Can Be line and will introduce a new career of the year in 2011, including a partnership with The White House.
Barbie®will continue to support the Fashionistas®line and will build the collector business with new
introductions. New Barbie®product introductions will support the full-length animated launches of Barbie: A
Fairy Secret™ in spring 2011 and Barbie®Princess Charm School™in fall 2011. A new holiday title, Barbie: A
Perfect Christmas™, will be released during the 2011 holiday season. Monster High®will continue to expand in
2011, with the introduction of new characters, books, online content, and retail programs. Additionally, Disney
Princess™ will feature new products to support the DVD release of the feature film, Tangled™.
Also in 2011, Hot Wheels®will launch its first overarching brand campaign with Team Hot Wheels, which
will be showcased through viral content, video, and web based communication. Hot Wheels®will introduce new
product lines such as Rev-Ups™, Wall Tracks™, and Video Racer™. Matchbox®will continue to develop its Big
Rig Buddies™ product line and will focus more on adventure in 2011. Tyco R/C®will introduce new product
lines such as Stealth Rides™and Nitro Racers™mini Hot Wheels R/C, as well as a full range of products
supporting Disney/Pixar’s upcoming CARS 2®movie. The Entertainment business will continue to grow in 2011
to include new products based on CARS 2®and Warner Bros./DC Comics’ new feature film, Green Lantern®.
Mattel will continue to market new product extensions of Disney/Pixar’s Toy Story®franchise as well as the DC
Comics’ Batman®brand. Also, WWE®Wrestling will extend into mini-scale with the introduction of the new
Rumblers®product line. For games and puzzles, Mattel will celebrate UNO®’s 40th anniversary with new
product extensions, activity across social media, retail promotions, and unique product offerings. Mattel will
continue to support extensions of its popular Apples to Apples®, Whac-a-Mole®, and Blokus®product lines.
Radica®will expand the Mindflex®and Loopz®product lines and introduce a new Girl Tech®toy, Fijit
Friends™.
The Fisher-Price Brands US segment includes Fisher-Price®, Little People®, BabyGear™, View-Master®,
Dora the Explorer®, Go Diego Go! ®, Thomas and Friends®, Mickey Mouse®Clubhouse, Handy Manny®,
See ‘N Say®, Sing-a-ma-jigs™, The Penguins of Madagascar™, Jungle Junction™, and Power Wheels®. New
product introductions for 2011 are expected to include the Dance & Play Puppy, Twirlin’ Whirlin Fun Park™,
Little People®Animal ID Zoo, See Yourself™ Camera, Imaginext®Mega T-Rex, Hero World™, Big Action™
Construction, Trio®Hot Wheels®Stunt Ramp Builder, My Little Snuggabunny™ Cradle’n Swing, Power
Wheels®Dune Racer, Rock Star Mickey®, Learn Thru Music TouchPad, Dora®Fiesta Favorites Kitchen, and the
Thomas and Friends®Cranky & Flynn Save the Day!.
The American Girl Brands segment is a direct marketer, children’s publisher, and retailer best known for its
flagship line of historical dolls, books, and accessories, as well as the My American Girl®and Bitty Baby®
brands. American Girl Brands also publishes best-selling Advice & Activity books and the award-winning
American Girl®magazine. In January 2011, American Girl®introduced Kanani™, the newest Girl of the Year®
doll. American Girl Brands products are sold only in the US and Canada.
International Segment
Products marketed by the International segment are generally the same as those developed and marketed by
the Domestic segment, with the exception of American Girl Brands, although some are developed or adapted for
particular international markets. Mattel’s products are sold directly to retailers and wholesalers in most European,
Latin American, and Asian countries, and in Australia, Canada, and New Zealand, and through agents and
distributors in those countries where Mattel has no direct presence.
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