If this course and among the Bratz ¬ ¬Check! ;)For this Christmas the toy manufacturer Mattel expects sales to grow five percent against last year. This, after the season is up 70 percent of the revenues of the toy industry.
Roberto Isaías Zanatta, Mattel's director in Mexico, explained that although the company's sales were hit by the crisis, provide a good new year in revenue, also made the necessary adjustments in order to grow more than ten percent in 2010 .
According to the manager and there are clear signs of recovery in the toy market, improvement started Children's Day during the summer season and return to school.
But is "the best part is the end of the year, our sales are concentrated in 70 percent in November, December and January, we expect to see some recovery and a weaker activity in rebates.
In his opinion "are already clear signs of recovery. A new year (the industry) should grow by five percent against the previous, but in the 12 months between zero and two percent as we bring dragging a very difficult first quarter.
Isaías Zanatta explained that in 2008 the crisis affected the Jugueteros because there was excess inventory in stores, prompting aggressive discounts, but for 2009 estimate that this situation is reversed.
As for sales this year, said he directed the marketing efforts of innovative products, to which more resources will also be for advertising, so the toys affected by the crisis are the basics. "We are focused on two things: innovation and advertising products that are favorites of children and are less affected than generic toys, the part of the cheaper brands that have no advertising will suffer."
According to the executive when the children "make their letter, parents are assured that the main toy that gets asked, while cutting the purchase of other items, a strategy that will boost sales of products such as Little Mummy or D-Rex, items whose prices higher than a thousand 500 pesos.
According to their perspectives, they currently have 700 items of which 80 are items of innovation, which is approximately ten percent of the portfolio, while another 50 percent are items that are still advertised, where brands like Barbie are located.
For Roberto Isaías Zanatta, the crisis was hard to play, and gain from Mattel was forced to make an adjustment of eight percent in its workforce, to rethink business strategies for looking into the future.
According to the representative of the firm in our country internationally decided not to stop investing in product development, then spent more than $ 534 million to that item and not neglected advertising, which injected a similar amount.
And is that before the crisis which owns Barbie decided to set goals "more conservative" for 2009 and tighten its belt: It was year with challenges, with less entertainment properties (launches, new products), is a very volatile industry. "
Also, he said, it was a period when the exchange rate did not favor the company's operations.
However, as with the adjustments, the company is "a good situation for the coming year because there were cost reduction, production and storage, and a general restructuring, then the coming year will increase the incremental volume of profitability significantly, "he said.
According to the CEO of Mattel in Mexico next year will be to grow the company, which will be supported by releases related to the movie Toy Story III and a new doll that will attack the niche left by the Bratz, after the company won a lawsuit against the company MGA Entertainment.
And is that the company will take possession of the Bratz brand, so new dolls launches are planned for the first half of 2010 in the U.S., although it is unknown whether arrive in our country, "The trial is still pending, but the brand and on file. "
"We think it is the properties that the next year, though we see much larger than others we have not yet submitted, we hope that Toy Story is bigger, yet not know the plan for Mexico, but there are several pitches." As for piracy, the executive said that does not affect them, since brand equity is what makes the difference to buy their products, so that children know how to distinguish between different articles.
The manager said the toy market value in Mexico is a billion dollars, about 13 billion pesos or so.
Lawsuit that claimed the bill
In 2009 Barbie celebrated its first 50 years amid a period of crisis. This is because not only sales of the company that represents contracted, but also because the plastic doll sexy lost the preference of girls to another girl makeup fleshy lips and sharp: Bratz.
Given the competition, Barbie decided to go to court for an act that scored Mattel car rights violation by the company Enterteinment MGA, the first procedure was victorious.
However, MGA Enterteinment did not stay with folded arms and fought with the launch of Moxie Girlz, similar to the Bratz dolls but with a more discreet makeup and costumes.
While Mattel has decided to extend the consumer preference for girls, launched a line of African-American Barbies, with high cheekbones, broad nose and full lips.
Clear signs of recovery
For this Christmas the toy manufacturer Mattel expects sales to grow five percent against last year. This, after the season is up 70 percent of the revenues of the toy industry.
Roberto Isaías Zanatta, Mattel's director in Mexico, explained that although the company's sales were hit by the crisis, provide a good new year in revenue, also made the necessary adjustments in order to grow more than ten percent in 2010 .
According to the manager and there are clear signs of recovery in the toy market, improvement started Children's Day during the summer season and return to school.
But is "the best part is the end of the year, our sales are concentrated in 70 percent in November, December and January, we expect to see some recovery and a weaker activity in rebates.
In his opinion "are already clear signs of recovery. A new year (the industry) should grow by five percent against the previous, but in the 12 months between zero and two percent as we bring dragging a very difficult first quarter.
Isaías Zanatta explained that in 2008 the crisis affected the Jugueteros because there was excess inventory in stores, prompting aggressive discounts, but for 2009 estimate that this situation is reversed.
As for sales this year, said he directed the marketing efforts of innovative products, to which more resources will also be for advertising, so the toys affected by the crisis are the basics. "We are focused on two things: innovation and advertising products that are favorites of children and are less affected than generic toys, the part of the cheaper brands that have no advertising will suffer."
According to the executive when the children "make their letter, parents are assured that the main toy that gets asked, while cutting the purchase of other items, a strategy that will boost sales of products such as Little Mummy or D-Rex, items whose prices higher than a thousand 500 pesos.
According to their perspectives, they currently have 700 items of which 80 are items of innovation, which is approximately ten percent of the portfolio, while another 50 percent are items that are still advertised, where brands like Barbie are located.
For Roberto Isaías Zanatta, the crisis was hard to play, and gain from Mattel was forced to make an adjustment of eight percent in its workforce, to rethink business strategies for looking into the future.
According to the representative of the firm in our country internationally decided not to stop investing in product development, then spent more than $ 534 million to that item and not neglected advertising, which injected a similar amount.
And is that before the crisis which owns Barbie decided to set goals "more conservative" for 2009 and tighten its belt: It was year with challenges, with less entertainment properties (launches, new products), is a very volatile industry. "
Also, he said, it was a period when the exchange rate did not favor the company's operations.
However, as with the adjustments, the company is "a good situation for the coming year because there were cost reduction, production and storage, and a general restructuring, then the coming year will increase the incremental volume of profitability significantly, "he said.
According to the CEO of Mattel in Mexico next year will be to grow the company, which will be supported by releases related to the movie Toy Story III and a new doll that will attack the niche left by the Bratz, after the company won a lawsuit against the company MGA Entertainment.
And is that the company will take possession of the Bratz brand, so new dolls launches are planned for the first half of 2010 in the U.S., although it is unknown whether arrive in our country, "The trial is still pending, but the brand and on file. "
"We think it is the properties that the next year, though we see much larger than others we have not yet submitted, we hope that Toy Story is bigger, yet not know the plan for Mexico, but there are several pitches." As for piracy, the executive said that does not affect them, since brand equity is what makes the difference to buy their products, so that children know how to distinguish between different articles.
The manager said the toy market value in Mexico is a billion dollars, about 13 billion pesos or so.
Lawsuit that claimed the bill (which handles all this for clowns ¬ ¬)In 2009 Barbie celebrated its first 50 years amid a period of crisis. This is because not only sales of the company that represents contracted, but also because the plastic doll sexy lost the preference of girls to another girl makeup fleshy lips and sharp: Bratz.
Given the competition, Barbie decided to go to court for an act that scored Mattel car rights violation by the company Enterteinment MGA, the first procedure was victorious.
However, MGA Enterteinment did not stay with folded arms and fought with the launch of Moxie Girlz, similar to the Bratz dolls but with a more discreet makeup and costumes.
While Mattel has decided to extend the consumer preference for girls, launched a line of African-American Barbies, with high cheekbones, broad nose and full lips.
Hahaha, even staying with the Bratz longer had jurisdiction hahaha (although it is clear that competition will not be the same as before :'(.) LIVE MGAE! :D.
