Thread regarding Mattel Inc. layoffs

The Frozen 2 nightmare just became a reality ...

Mattel has been terrified of Frozen 2 for the past few years. HAHA! The nightmare just became a reality

https://www.yahoo.com/entertainment/frozen-ii-powers-through-box-office-records-104237138.html

Bye Bye Barbie. enjoy your Q4 results everyone!

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Post ID: @OP+12cVh7OK

11 replies (most recent on top)

So Frozen 2 is now the biggest animated movie in history. Still think it won't sell toys???? Hahahaha!

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Post ID: @Hguo+12cVh7OK

Last poster nailed it. Plus, I heard that Mattel wrongly assumed that Disney would renew the Disney Princess license as they had multiple times before, so may not have put the effort in to keep the business that Hasbro did to win it. Rested on their laurels as the "expert" in fashion dolls, so to speak. Expensive (indeed, possibly fatal) mistake. That should have been the pitch of the century. Disney Princess was on fire with some recent new hits (Frozen) and was Mattel's business to lose. And that, they did.

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Post ID: @lrql+12cVh7OK

The theory is this: back in day Mattel had a popular 12" fashion doll line called Monster High. The premise was that the dolls were highschool aged children of famous monsters, like Frankenstein and Dracula etc. Building off the success of that template, they launched a new line of dolls called Ever After High, where the characters were based on the children of famous fairy tale characters. The theory is that even though Disney doesn't own the rights to many of their most famous characters ( Snow White, for example was created in the early 1800s and it firmly in the public domain) they felt like Mattel was going behind their backs and essentially leveraging their IP but doing so in such a way that avoided having to pay Disney a licensing fee. The result was Disney giving the Princess license to Hasbro and then to add insult to injury they stole the Ever After High idea and developed it into the Descendants franchise a couple years later. I have no first hand knowledge, but that was the generally accepted idea at the time. Ever After High sold poorly and is seen as a prime example of how hubris can come back to bite you in the @$$.

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Post ID: @hhqt+12cVh7OK

How did Mattel lose disney princess in the first place? When I joined the license was gone so I never knew the back story

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Post ID: @hwzg+12cVh7OK

Walmart had plenty of Frozen merch but it wasn't as omnipresent as the last poster described at Target. I picked up some discount PS4 games and DVD's so that's cool.

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Post ID: @5qfr+12cVh7OK

I refuse to go to retail on Black Friday, but I can tell you that several weeks ago, Target had already set up a Frozen "store within a store" unlike anything I've ever seen. At the entrance of the stores, they had a huge set of primarily softlines and other accessories, with a few toys. Then another section in the toy area. When I walked into Target earlier this week, they were celebrating the release of the movie with an additional table top set up up front (with a sampling of toys on display) and free popcorn. Don't kid yourself...the Frozen 2 box office has been HUGE and all licensed products including the toys are going to be IT this holiday season. BIG, company-history making MISTAKE losing Disney. I've worked for both companies and Disney has the IP and the power. Mattel should have realized that and wowed the house of mouse instead of being c—y. HUGE MIS-STEP!

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Post ID: @5epo+12cVh7OK

I'm about to go check out a Walmart (it's Black Friday), I'd be happy to report back anything of interest regarding the toy aisle.

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Post ID: @5cuk+12cVh7OK

Hey Elsa. You know nothing. Six years later totally different set of kids. The Frozen 1 kids have all grown out of it, and they aren't the ones buying or not buying the toys. So yes, there's a huge opportunity to sell a bunch of dolls.

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Post ID: @5ieo+12cVh7OK

mattel shot themselves in the foot with their hubris thinking their dopey IP would have had the content or quality that could take on disney on any level. poppa got mad and spanked mattel’s backside something fierce. y’all still can’t sit comfortably after all these years. stay in the corner while the world passes you by with innovation and ideas that mattel is totally devoid of. I just chuckle everytime mattel tries to rebrand itself as a media company. no one wants a hot wheels movie, he-man is lame and max steel is lame. game over. take off those nintendo power gloves and go home already.

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Post ID: @2xly+12cVh7OK

Big box office figures doesn’t mean great toy sales!

Movie is later in the year, so will 5 weeks make that much of an impact??, last time round it was huge Q1 post movie, that may be crunch time for Barbie

Sequels with the repeat characters (aka same as the first movie), also don’t always work! Look at Marvel, how many Iron mans does one kid need?

Don’t work for Mattel, but I wouldn’t be too worried YET!

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Post ID: @2mrs+12cVh7OK

I feel like in retrospect Mattel should have done whatever it took at maintain and extend the Disney Princess and Frozen doll licenses. At the time, I remember them trying to spin it as an opportunity to focus on Barbie, but ultimately I feel like a diverse line trumps an the ability to bolster a single brand.

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Post ID: @uvx+12cVh7OK

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