Question

Topic: Advertising/PR

Mattel Barbie's Advertising & Marketing Stratgies In A Non-american Country.

Posted by Anonymous on 25 Points
Does anyone know where I can find information of how Mattel Barbie sell their products in non-american countries, eg: Asia, Europe?

Thanks.
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RESPONSES

  • Posted by Blaine Wilkerson on Member
    Go to www.barbiecollectibles.com and click on their membership FAQs.

    No I don't collect Barbies, I'm in the toy business and know about Mattel's restrictions.

    Basically, you have to have a friend or a freight forwarder send it to you because they are "banned" in several countries. Therefore Mattel cannot export legally, but they can send it to a person in the USA or Canada who will sent it to you as a gift in order to get through customs.

    Good Luck!
  • Posted by Chris Blackman on Member
    I think Mattel sell their products through appointed agencies in some countries and through wholly-owned subsidiaries in others. Here in Australia the subsidiary is:
    MATTEL PTY LTD
    Head Office 658 Church St
    Richmond VIC 3121
    Tel: +61 3 9425 5222

    If you look at https://barbie.everythinggirl.com/Sister_Sites/world.asp?rd=164E764 you will find Barbie translated into UK English, Spanish, Italian, Swedish, German, etc

    Their model is much like many other US based brand manufacturers. If the market is worthwhile, they set up shop there. If it's small, complicated, or both, they probably let an agent take the risk.

    Agents tend to take on other products too, so they can create a more substantial revenue stream by collecting a few separate revenue "trickles" from complementary product ranges.

    Was there a particular marketplace you were interested in?

    If so, you could check with the local country Yellow pages or White Pages to se if Mattel is directly present, or if it has agency representation.

    If you don't know, and are in a (non-US) foreign country, then contact the US consulate or Embassy and ask for their assistance. Their purpose in life is to promote trade as well as to look after ex-patriots, so they wlll want to help you if your questions are commercially based.

    Explain a few more details about what you want to know, and maybe someone can help you more...

    Good Luck
  • Posted by ReadCopy on Member
    Agree with both of the above, the https://barbie.everythinggirl.com/sister_sites/world.asp site may be useful to you, but if you have time, visit here (https://www.mattel.com/contact_us/default.asp) and request an Annual Report too.

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