Business Wars Hasbro vs Mattel - Resurrection Joe | 4
Apr 1, 2019
In the 1980s, Hasbro faces dire straits as they strive to reimagine G.I. Joe while contending with the dominance of Star Wars action figures. Meanwhile, Mattel prepares to unleash the Masters of the Universe, igniting fierce competition. Internal conflicts and high-pressure stakes define Hasbro's push for innovation. The rivalry intensifies as both companies strategize amidst market upheaval, revealing the high stakes of toy dominance and shifting consumer preferences in a changing landscape.
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Hasbro's G.I. Joe Revival Pitch
- Hasbro executives pitched a G.I. Joe revival to CEO Stephen Hassenfeld.
- Hassenfeld initially rejected it, demanding a stronger hook than just the doll's history.
The Revised G.I. Joe Pitch
- The Hasbro team revised their pitch, emphasizing a Marvel comic book tie-in and animated TV ads.
- This resonated with Hassenfeld, bringing him to tears.
Mattel's Masters of the Universe
- Mattel aimed to challenge Star Wars with Masters of the Universe action figures.
- To convince Toys R Us, Mattel VP Mark Ellis highlighted He-Man, Skeletor, and a power punch feature.