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Mattel essay Essay

1. Children’s items manufacturers do have social responsibilities. Mattel complies with its economic, legal, ethical and philantrophic obligations. Mattel advocates children’s rights and concerns through its firm stance against using child labor, building a children’s hospital, fundraising for HIV-positive children, funding grants for children’s educational and performing arts projects and encouraging employee contributions to the welfare of children. The company has also instituted Global Manufacturing Principles (GMP) and Mattel Independent Monitoring Council (MIMCO) that strictly oblige its business partners to comply with the company’s principles on social responsibilities (e.g. anti-child labor and forced labor practices, ensuring proper safety, wages and local laws.). However, these can affect production targets when partners fail to comply.

2. Mattel’s core brands answer the different developmental needs of children but the American Girl Collection has eaten Barbie’s national market share because it is more educational. The international market however, still recognizes Barbie because of American Girl’s irrelevance to other cultures.

3. Mattel can grow in the international arena because of changing demographic and socio-economic trends if it can use Barbie’s fame and its technology-based toys as leverage. The toy industry is threatened by how fast kids outgrow toys, get distracted by technology (music, movies, internet) and the

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new focus in sports or volunteerism.

4. Adjust Barbie’s style to appreciate other cultures like Malaysian, Muslim, etc.

5. Barbie has been very much identified to the American “ideal girl” and with the growing nationalistic cultures internationally, it may have to adjust its image to fit different cultures by advocating the beauty of cultural diversity thereby giving more emphasis to the uniqueness of a country where it is marketing the toys.

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