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Mattel, Inc.
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== '''<u>SWOT</u>''' == '''Strengths:''' established business, strong portfolio, international presence, household names, products sold in more than 150 countries, strong marketing - 2023 Barbie movie $150mn on marketing and generated over $162mn gross in opening weekend '''Weaknesses:''' 2007 toxic toy scandals - evidence of lead paint containing harmful substances - heavy call backs, fine and reputation damage, large workforce - high costs '''Opportunities:''' growing population - growing market - growing demand, establish operations in developing countries to lower costs, differentiate into different markets - Barbie movie was able to reach a larger more mature audience '''Threats:''' Technology, change in taste, cheaper dupes and imitation of products, high competition
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