6 NEWS Mattel boss reveals growth plans Focus on core brands and working with key entertainment partners More acquisitions not ruled out either... by Samantha Loveday
AHEAD OF UK Toy Fair, new Mattel CEO Bryan Stockton has exclusively spoken to ToyNews, telling us that the firm’s UK business is in good shape, and that its challenges are no different to any other well-run consumer products company. “We are facing an inflationary cost cycle and we have to continually improve our performance to deliver strong price value propositions to our customers and consumers, and to deliver financial results to our investors,” Stockton explained. Mattel has just come out of a festive period which saw a raft of its products again feature heavily on ‘must-have’ toy lists, both in the UK and US, and Stockton says the firm has a number of opportunities to deliver consistent growth throughout 2012, too.
Are you coming to ‘Unwind’?
THE FIRST ever Alternative Toy Fair Party, organised by Aardvark Swift, has proved a hit, with a vast number of industry execs clamouring for tickets for the event which is due to be held on Wednesday January 25th. Just 80 spaces are available for the get-together, which is being hosted in The Albion, just a stone’s throw from Olympia, and is being sponsored by ToyNews, Toyology, Max Publishing, John Crane and Blog Match.
Those successful in securing a ticket will be contacted by Aardvark Swift regarding collection at Toy Fair. “We are so excited to be
organising ‘Unwind’,” said Jen Ruston, recruitment consultant at Aardvark Swift. “For the last few years we thought there was something missing from Toy Fair – a casual, informal gathering where toy professionals can get together and have a pint and a bite to eat in a relaxed environment. Thanks to all the sponsors, we hope this will be a great way to chill out after a hard day at the show.” For further details email
jen@aswift.com.
FEBRUARY 2012 We will continue to roll
out new franchises and look for acquisition opportunities to drive growth.
continue to roll out new franchises like Monster High, and look for acquisition opportunities to drive growth.”
Stockton is looking for expansion in Asia Pacific, Eastern Europe and Russia next
“We will continue to focus on growing our core brands which account for about 75 per cent of our business; we will also continue to
partner with the premier
entertainment companies out there that deliver strong evergreen properties. In addition, we will
Stockton also highlighted international growth as key, saying that the company’s expansion strategy in this area has already proven itself in Latin America. The next steps are to roll it out in emerging economics in Asia Pacific, Eastern Europe and Russia. To read the full interview with Bryan Stockton, turn to page 46.
Mega rebrands Maxi range
Pre-school line now named First Builders, with new products, packaging and branding... by Katie Roberts
FOLLOWING RESEARCH into what parents want more of in the toys they buy for their kids, Mega Brands has relaunched its Maxi Pre- school line as First Builders. Mega hopes that the refreshed line will help cement its current number one position in pre-school construction.
When describing the First Builders line, Mega said the ‘overarching word is new’. The offering will include new bags, tubs, vehicles, a girls line, ride- ons and new big building. The latest products include characters on vehicles aimed at building on the emotional bond between children and their toys. Also on offer will be castor wheel ride-ons and extensions to the firm’s core bag and tub SKUs.
In addition the range will feature a fresh look on branding with better
Mega is aiming to cement its position in the pre- school construction sector with First Builders
on-shelf presence and a modern design, which was created to be more ‘mum-friendly’, with a stronger focus on product. Pete Fuller, UK marketing manager,
told ToyNews: “We’re extremely excited about our new pre-school
range – First Builders. We hope the introduction of a series of new products combined with fresh modern branding will increase our number one position in pre-school construction.”
Mega Brands: 01844 350033
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