Bloomberg Businessweek Weekend - April 26th, 2024
Bloomberg Businessweek
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Expanding Brands Beyond Toys and Into Entertainment
The chapter explores Mattel's strategy of leveraging successful toy franchises to expand into various entertainment domains, including film, television, consumer products, and theme parks, emphasizing the emotional connection with customers. It discusses the enduring success of the Barbie brand post a successful movie release and the opportunities to extend offerings beyond toys into entertainment. The focus is on growing their intellectual property driven toy business while venturing into new categories to create and capture value across multiple verticals.
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