Future of Play

Description

Children are being exposed to technology at ever-younger ages, and as a result, they are becoming increasingly more interested in technologybased entertainment, including electronic, video, and online games.
Currently, Mattel has a very limited presence in electronic entertainment. This shift in children’s entertainment preferences is accompanied by a trend toward “childhood compression,” meaning that children’s tastes are maturing more quickly than in the past. As such, Mattel’s target market is shrinking. Particularly worrisome to Mattel is the slow sales decline of Barbie products over the past several years. Barbie is Mattel’s largest, most profitable brand. Even though things seem especially dire for Mattel, there is hope.








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