Business Wars Encore: Hasbro vs Mattel | Resurrection Joe | 4
Dec 30, 2020
In the early 80s, Hasbro faces a crisis as Star Wars dolls dominate toy sales. With their CEO's death looming over them, the team hustles to revive G.I. Joe. Meanwhile, Mattel launches the Masters of the Universe in a fierce bid for action figure supremacy. The podcast dives into the impact of the video game crash on the toy industry, featuring gripping tales of acquisitions and rivalries. The competition intensifies with the battle between Jem and Barbie, showcasing cunning strategies and legal wrangling for market control.
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Hasbro's G.I. Joe Revival Pitch
- Hasbro executives pitched a G.I. Joe revival to CEO Stephen Hassenfeld.
- Initially, Hassenfeld rejected the idea, deeming it uninspired compared to Star Wars.
Hasbro's Revised G.I. Joe Pitch
- The Hasbro team revised their pitch, emphasizing a Marvel comic book tie-in and animated TV ads.
- This strategy aimed to create a narrative and reach more children than Star Wars movies.
Mattel's Masters of the Universe
- Mattel aimed to challenge Star Wars with its Masters of the Universe action figures.
- To address concerns about character backgrounds, Mattel created comic books and promised a TV show.