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Video Tie-Ins Helped Mattel Sales in 2004

2 Feb, 2005 By: Holly J. Wagner

Mattel Inc. reported eroding popularity for its Barbie brand in 2004, but other brands with video tie-ins did well.

Notably, Mattel executives pointed to the Scene-It? DVD games and its Juicebox video player for toddlers as strong performers, contributing to a 22 percent increase in worldwide gross sales for Mattel's entertainment business.

Worldwide sales of Barbie products slipped 8 percent, while worldwide sales of the Wheels category, which features Hot Wheels and Matchbox, increased 7 percent.

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