Mattel 2010 Annual Report Download - page 37

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Fisher-Price Brands US gross sales were $1.35 billion in 2010, up $42.0 million or 3%, as compared to
$1.31 billion in 2009. Within this segment, gross sales of Core Fisher-Price®products decreased 2% and gross
sales of Fisher-Price®Friends products increased 29%, driven primarily by sales of products supporting the
Thomas and Friends®property and the launch of Sing-a-ma-jigs™, partially offset by decreased sales of Sesame
Street®and certain smaller licensed properties products. Fisher-Price Brands US segment income decreased 4%
to $222.0 million in 2010 from $231.9 million in 2009, driven primarily by lower gross margins, partially offset
by lower other selling and administrative expenses.
American Girl Brands gross sales were $486.6 million in 2010, up $23.7 million or 5%, as compared to
$462.9 million in 2009, driven primarily by sales of Lanie®, the 2010 Girl of the Year®doll, and Felicity®dolls,
the benefit of two new American Girl®stores in Lone Tree, Colorado and Overland Park, Kansas, and the launch
of the American Girl®virtual world. American Girl Brands segment operating income increased 9% to $112.9
million in 2010 from $103.4 million in 2009, driven primarily by higher sales volume and higher gross margins,
partially offset by higher advertising and promotion expenses and higher other selling and administrative
expenses.
International Segment
The following table provides a summary of percentage changes in gross sales within the International
segment in 2010 versus 2009:
Non-US Regions:
% Change in
Gross Sales
Impact of Change in
Currency Rates
(in % pts)
Total International ................................................. 6 –4
Europe ...................................................... 5 –4
Latin America ................................................ 1 –8
Asia Pacific .................................................. 23 7
Other ....................................................... 15 6
International gross sales were $2.92 billion in 2010, up $162.5 million or 6%, as compared to $2.76 billion
in 2009, including unfavorable changes in currency exchange rates of 4 percentage points. Gross sales of Mattel
Girls & Boys Brands increased 8%, including unfavorable change in currency exchange rates of 4 percentage
points. Gross sales of Barbie®increased 2%, including unfavorable changes in currency exchange rates of 5
percentage points. Gross sales of Other Girls Brands increased 8%, including unfavorable changes in currency
exchange rates of 4 percentage points, driven primarily by increased sales of Disney Princess™products and the
launch of Monster High®. Gross sales of Wheels remained flat in 2010, as compared to 2009, including
unfavorable changes in currency exchange rates of 2 percentage points, driven primarily by increased sales of
Hot Wheels®products, partially offset by decreased sales of Tyco R/C®products and other Wheels products that
did not continue into 2010. Gross Sales of Hot Wheels®products increased 6%, including unfavorable changes in
currency exchange rates of 2 percentage points. Gross sales of Entertainment products increased by 22%,
including unfavorable changes in currency exchange rates of 7 percentage points, driven primarily by increased
sales of Toy Story®3 and WWE®Wrestling products. Fisher-Price Brands gross sales increased 1%, including
unfavorable changes in currency exchange rates of 4 percentage points. Gross sales of Core Fisher-Price®
products decreased 3%, including unfavorable change in currency exchange rates of 3 percentage points and
gross sales of Fisher-Price®Friends products increased 17%, including unfavorable changes in currency
exchange rates of 6 percentage points, driven primarily by sales of products supporting the Thomas and Friends®
property and the launch of Sing-a-ma-jigs™, partially offset by decreased sales of Sesame Street®and certain
smaller licensed properties products. International segment income increased 26% to $531.0 million in 2010
from $422.5 million in 2009, driven primarily by higher sales volume and higher gross margins, partially offset
by higher advertising and promotion expenses.
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