Business Wars Hasbro vs Mattel - Dream Doll | 1
Mar 20, 2019
In the late 1940s, two emerging toy companies, Hasbro and Mattel, embark on a fierce journey in a cutthroat industry. The rivalry heats up as Mattel finds success with the Burp Gun, thanks to clever marketing strategies like partnering with 'The Mickey Mouse Club.' The podcast highlights the birth of Barbie and the challenges Ruth Handler faces in making her a success. Barbie transforms into a cultural icon, while the struggle for identity continues for both companies, setting the stage for innovation and change in the toy world.
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Copied Ukulele
- Elliot Handler discovered a near-identical ukulele at the 1947 Toy Fair, made by Knickerbocker Toys.
- Knickerbocker's salesman mocked Mattel for launching their Yooka Doodle early, allowing for it to be copied.
Target Kids Directly
- Target kids directly with your marketing.
- Hasbro successfully used TV advertising to promote Mr. Potato Head, bypassing traditional reliance on stores to advise parents.
Risky Sponsorship
- Mattel took a huge risk by sponsoring the Mickey Mouse Club for $500,000, their entire net worth.
- Despite initial fears of failure, the gamble paid off, resulting in sold-out Burp Guns and Mattel's rise to prominence.