Mattel 2011 Annual Report Download - page 105

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Note 14—Segment Information
Description of Segments
Mattel’s operating segments are separately managed business units and are divided on a geographic basis
between domestic and international. Mattel’s domestic operating segments include:
Mattel Girls & Boys Brands—including Barbie®fashion dolls and accessories (“Barbie®”), Polly
Pocket®, Little Mommy®, Disney Classics®, and Monster High®(collectively “Other Girls Brands”),
Hot Wheels®, Matchbox®, and Tyco R/C®vehicles and play sets (collectively “Wheels”), and CARS®,
Radica®, Toy Story®, Max Steel®, WWE®Wrestling, and Batman®, and games and puzzles
(collectively “Entertainment”).
Fisher-Price Brands—including Fisher-Price®, Little People®, BabyGear™, Imaginext®and View-
Master®(collectively “Core Fisher-Price®”), Dora the Explorer®, Go Diego Go!®, Thomas and
Friends®, Mickey Mouse®Clubhouse, Sing-a-ma-jigs®, and See ‘N Say®(collectively “Fisher-Price®
Friends”), and Power Wheels®.
American Girl Brands—including My American Girl®, the historical collection, and Bitty Baby®.
American Girl Brands products are sold directly to consumers via its catalogue, website, and
proprietary retail stores. Its children’s publications are also sold to certain retailers.
Additionally, the International segment sells products in all toy categories, except American Girl Brands.
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