All you need to know about Mattel Toys’ aggressive retail strategy for the Indian market

  • With a vision to lead the toy industry in India,Mattel Toys, the world’s largest toy-maker, has charted a more robust and aggressive retail strategy.
  • In order to strengthen its retail presence and deepen market penetration, effectively targeting millennial parents, Mattel has formed strategic alliances with leading e-commerce platforms – Amazon and Flipkart, to exclusive stores for its iconic brands Barbie, Hot Wheels and Fisher Price.
  • Mattel’s strategy is to enhance accessibility of its products and provide greater value for money to consumers.
  • With this move combined with traditional trade, Mattel expects to expand their market reach by over 20% within Metro, Tier I and Tier II towns. Mumbai, Delhi and Bengaluru are top markets for Mattel, followed by Hyderabad, Chennai and Kolkata.
  • With increasing spending power and convenience of e-commerce has fuelled the decision to create exclusive stores on leading platforms for Mattel.
  • Mattel Toys has focused its efforts around the core philosophy of ‘Play with purpose’ – where each toy developed by the global leader has an intrinsic benefit linked to it.
  • The vision for Mattel toys will continue to evolve and grow as a brand that is a trusted partner for a parent and an integral aspect of every childhood.


[row][third_paragraph]                         Picture Credit:

Devyani Singh

[/third_paragraph][third_paragraph]  [/third_paragraph][third_paragraph]                         Posted by:

Yash Rathod


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