Mattel 2013 Annual Report Download - page 5

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3
2013 Annual Report MATTEL, INC.
Our integrated approach to digital engagement
continues to extend our brands and deepen the
connection with moms and children alike, placing
Mattel in a strong position to both adapt to and benefi t
from changing consumer behavior. Collectively, more
than 35 million Facebook® fans are liking, sharing,
commenting on and exploring content across our
pages.12 Our YouTube® videos have more than one
billion views and more than 60 million people have
downloaded our mobile applications.13 Our digital
eco-system is incredibly strong, as we have become
a trusted source for compelling and engaging content.
Next, our objective in 2014 is to further leverage our
more than one billion digital consumer touch points
across all channels to further drive sales.
In the toy business, we also know that when you
innovate, you grow; therefore, a core component of our
growth strategy is to ensure our products, marketing
and content continues to evolve to meet consumers
when and where they want to engage with us.
This imperative is evident throughout all of our
brands, and forms the foundation for how we intend to
strengthen our business in 2014 and beyond, with a
number of new product innovations and brands coming
to the marketplace.
We continue to have strong relationships with our
entertainment partners and have some exciting
launches lined up for 2014. We will partner with Marvel®
to launch a co-branded range of Hot Wheels cars and
action sets, and will take vehicle play to a galaxy far, far
away through a new partnership with Star Wars®, which
will lead to the creation of a whole range of Hot Wheels
co-branded cars and action sets from the universe of
Star Wars targeted to kids of all ages.
Another key pillar of our global growth strategy is
the launch of new brands—either through organic
development or strategic acquisition. In 2014 we will
be crossing into some exciting frontiers in our boys
portfolio. For the fi rst time in a decade, we are entering
a new category with the launch of BOOMco.™, a line
of toys that promises to engage and excite kids in high-
energy, physical play. This move will extend Mattel’s
reach into the approximately $700 million global blaster
category.14 Earlier this year, we also announced our
intent to enter the growing construction toy category
by agreeing to acquire MEGA Brands Inc., the No. 2
player in construction. Our strategy is that upon closing,
this acquisition will allow Mattel to use our scale and
global platform to create growth opportunities for all
our brands.The acquisition also creates the exciting
opportunity to grow MEGA Brands considerable
RoseArt® arts & crafts business.
12. Mattel internal analysis
13. Mattel internal analysis
14. Mattel internal analysis