MGA vs. Mattel

Attribute	MGA	Mattel
Founded	1979	1945
Headquarters	Los Angeles, California	El Segundo, California
Popular Brands	Bratz, L.O.L. Surprise!	Barbie, Hot Wheels
Revenue	$2 billion (estimated)	$5.7 billion (2019)
Target Audience	Primarily girls	Both boys and girls

History

MGA Entertainment and Mattel are two of the biggest toy companies in the world. MGA Entertainment was founded in 1979 by Isaac Larian and is known for creating popular toy lines such as Bratz, L.O.L. Surprise!, and Little Tikes. Mattel, on the other hand, has been around since 1945 and is responsible for iconic brands like Barbie, Hot Wheels, and Fisher-Price. Both companies have a long history of producing toys that have captured the hearts of children around the globe.

Product Range

One of the key differences between MGA and Mattel is their product range. MGA Entertainment tends to focus on creating trendy and innovative toys that appeal to a younger demographic. Their L.O.L. Surprise! dolls, for example, have taken the toy industry by storm with their unique unboxing experience. Mattel, on the other hand, has a more diverse product range that includes classic toys like Barbie and Hot Wheels, as well as newer brands like Monster High and American Girl.

Brand Identity

When it comes to brand identity, MGA and Mattel have distinct differences. MGA Entertainment is known for its edgier and more modern approach to toy design. Their Bratz dolls, for example, were a departure from the traditional Barbie doll with their bold fashion choices and diverse characters. Mattel, on the other hand, has a more traditional and family-friendly brand identity. Barbie, in particular, has been a symbol of girlhood for generations with her aspirational lifestyle and diverse career options.

Market Presence

Both MGA and Mattel have a strong presence in the global toy market, but they have different strategies for reaching consumers. MGA Entertainment has been successful in creating viral marketing campaigns that generate buzz around their products. The unboxing experience of L.O.L. Surprise! dolls, for example, has become a phenomenon on social media. Mattel, on the other hand, has a more traditional approach to marketing with a focus on retail partnerships and brand collaborations.

Innovation

When it comes to innovation, both MGA and Mattel have a track record of creating groundbreaking toys. MGA Entertainment is known for pushing the boundaries of toy design with their interactive and collectible toys. The L.O.L. Surprise! dolls, for example, combine elements of fashion, mystery, and play to create a unique experience for kids. Mattel, on the other hand, has a history of introducing new technologies into their toys. The Hot Wheels id line, for example, incorporates digital play experiences with physical toys.

Global Reach

Both MGA and Mattel have a global reach with their products being sold in countries around the world. MGA Entertainment has been successful in expanding their presence in international markets with the popularity of brands like L.O.L. Surprise! and Little Tikes. Mattel, on the other hand, has a long history of being a global toy powerhouse with brands like Barbie and Hot Wheels being recognized in every corner of the globe.

Conclusion

In conclusion, MGA Entertainment and Mattel are two of the biggest players in the toy industry with a long history of creating beloved toys. While they have some similarities in terms of global reach and innovation, they also have distinct differences in their product range, brand identity, and marketing strategies. Whether you prefer the trendy and edgy toys from MGA or the classic and iconic toys from Mattel, both companies continue to bring joy to children of all ages around the world.