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Mattel, Inc.
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== '''<u>Industry Analysis</u>''' == The toy and games market size was estimated at $308.21bn in 2022 and is expected to grow at an annual compound growth rate of 4.5% from 2023-2030. Reasons for expansion are due to parents' increased interest in sustainable toys, a revival of conventional toys, awareness of the cognitive benefits of building toys and the rising popularity of mobile based gaming. Globalisation has allowed for manufacturers and companies to sell their products on a variety of e-commerce platforms like Amazon and eBay leading to a reduction in distribution and operational costs although many consumers still prefer an in-store experience. Barbie generates 73% of sales within the doll industry and the demand is driven by not only children but also collectors. Electronic games dominates the market with a revenue share of 63.35% in 2022 which may be something that Mattel investigates in the future as this market is seeing exponential growth. The Asia Pacific market is the region where demand for toys is the highest with the region accounting for 41% share of revenue.
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