Mattel 2013 Annual Report Download - page 12

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For a discussion of the risks inherent in the foreign operations of Mattel, which affect each segment, see
Item 1A “Risk Factors.”
North America Segment
The North America segment markets and sells toys in the US and Canada through the Mattel Girls & Boys
Brands and Fisher-Price Brands categories.
In the Mattel Girls & Boys Brands category, Barbie includes brands such as Barbie fashion dolls and
accessories. Other Girls includes Monster High, Disney Classics, Ever After High, Little Mommy, and Polly
Pocket. Wheels includes Hot Wheels, Matchbox, and Tyco R/C vehicles and play sets. Entertainment includes
CARS, Disney Planes, Radica, Toy Story, WWE Wrestling, and Batman, as well as games and puzzles.
In 2014, Barbie will help girls discover that “anything is possible.” The global campaign will be supported
by extensive product introductions, events and strategic partnerships. In addition, new products will be featured
to support two animated launches, Barbie The Pearl Princess™ in spring 2014 and Barbie and the Secret
Door™ in fall 2014. Barbie will also continue to celebrate her aspirational career heritage with the I Can Be…®
line and will introduce a new career in 2014. Monster High will continue to expand in 2014 with the introduction
of new characters and products, as well as televised entertainment and webisodes. A new Monster High DVD
will be released in spring 2014 entitled Frights, Camera, Action! ™and a second DVD, Freaky Fusion™, will be
released in fall 2014. Ever After High will continue to feature creative storylines and original characters in 2014,
leveraging multiple media channels to market consumers. New characters and products, as well as interactive
music videos and Ever After High webisodes will be released throughout 2014. In fall 2014, new products will
be unveiled to support an Ever After High TV special. New product extensions of Disney Princess, Frozen™,
including innovative small doll play sets will be introduced in 2014. A broad range of dolls, fashions, and
accessories will be released in 2014 to support the Disney Sofia the First™ animated television series. In
addition, timed to the release of eight Disney Princess films, there will be a targeted marketing strategy to engage
consumers.
In 2014, Hot Wheels will continue to drive its business and introduce new product lines such as the Track
Builder System, which allows children to design, create, and customize their track creation by connecting
existing tracks with new track pieces. The campaign will be supported by digital and live experiences. In
addition, Hot Wheels and Marvel®have collaborated to introduce a line of Marvel inspired co-branded Hot
Wheels cars and play sets featuring Marvel’s iconic Super Heroes®that will be released in 2014. Team Hot
Wheels®will continue to generate exciting new content with its first animated release on several networks as
well as a DVD release in fall 2014. Matchbox will also launch a national promotion in spring 2014. The
Entertainment business will include new and innovative products based on Disney’s film Planes Fire & Rescue.
WWE Wrestling will extend its product line timed to the 30th anniversary of Wrestlemania®. For games and
puzzles, Mattel will continue offering products of its existing UNO®, Phase 10®, Skip-Bo®, Apples to Apples®
games, and Pictionary®, as well as new additions, including Bounce-off™, a new family game. UNO and
Pictionary will also introduce innovative offerings in spring 2014. Mattel will also enter a new category in 2014
with the global launch of BOOMco™, a blaster line which includes products designed for the active-play
lifestyle category.
The Fisher-Price Brands category includes Fisher-Price, Little People, BabyGear, Laugh & Learn,
Imaginext, Thomas & Friends, Dora the Explorer, Mickey Mouse Clubhouse, Disney Jake and the Never Land
Pirates, and Power Wheels.
In 2014, Fisher-Price will launch a new digital campaign, which will be supported by innovative products
that provide solutions to parents. Supporting the Laugh & Learn infant line, Fisher-Price will introduce Laugh &
Learn Smart Stages™, the first line of toys that evolve with age-appropriate learning content as babies grow. In
the preschool category, the Little People brand will offer various new products and introduce digital content.
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