Mattel 2011 Annual Report Download - page 108

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Geographic Information
The tables below present information by geographic area. Revenues are attributed to countries based on
location of customer. Long-lived assets principally include goodwill, property, plant, and equipment, net, and
identifiable intangibles, net.
For the Year
2011 2010 2009
(In thousands)
Revenues
United States ............................................... $3,580,670 $3,465,780 $3,176,009
International:
Europe ................................................ 1,656,684 1,508,356 1,442,473
Latin America .......................................... 991,435 867,557 860,492
Asia Pacific ............................................ 384,150 333,273 271,310
Other ................................................. 228,148 211,644 184,040
Total International ........................................... 3,260,417 2,920,830 2,758,315
Gross sales ................................................. 6,841,087 6,386,610 5,934,324
Sales adjustments ........................................... (575,050) (530,415) (503,478)
Net sales .................................................. $6,266,037 $5,856,195 $5,430,846
December 31,
2011 2010
(In thousands)
Long-Lived Assets
United States .......................................................... $1,050,229 $1,035,813
International .......................................................... 703,870 677,990
Consolidated total ...................................................... $1,754,099 $1,713,803
Major Customers
Sales to Mattel’s three largest customers accounted for 38%, 41%, and 40% of worldwide consolidated net
sales for 2011, 2010, and 2009, respectively, as follows:
For the Year
2011 2010 2009
(In billions)
Wal-Mart .................................................................. $1.2 $1.1 $1.0
Toys “R” Us ................................................................ 0.7 0.8 0.7
Target ..................................................................... 0.5 0.5 0.5
The Mattel Girls & Boys Brands US and Fisher-Price Brands US segments sell products to each of Mattel’s
three largest customers. The International segment sells products to Wal-Mart and Toys “R” Us. The American
Girl Brands segment sells its children’s publications to Wal-Mart and Target.
2012 Changes to Segments
As part of Mattel’s Operational Excellence 2.0 program, effective January 2012, Mattel has modified its
organizational structure, which will result in changes to its operating segments. The new operating segments are:
(i) North America, which will include Mattel Girls & Boys Brands US, Fisher-Price Brands US, and Canada,
(ii) American Girl, and (iii) International.
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