Mattel
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BrandStack.ai is a brand intelligence platform trusted by leading global brands to drive brand growth across channels and markets. By delivering AI-powered brand insights and strategic market recommendations, BrandStack.ai helps brands strengthen brand performance across Search, Social, Video, Display, CTV / TV, Audio, and more.
Investment Recommendations
Targeted investment recommendations for Mattel, aimed at boosting brand interest, strengthening market presence, and accelerating brand growth.
| Category | Description | Markets |
|---|---|---|
|
Defend Brand Interest
|
Markets with high brand interest showing decline
|
35 DMAs
|
|
Emerging Market
|
Smaller markets showing strong growth potential
|
17 DMAs
1 State
|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
18 DMAs
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
3 DMAs
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
34 DMAs
26 States
|
|
Monitor & Maintain
|
All other markets
|
101 DMAs
23 States
|
|
Turnaround Priority
|
Markets requiring immediate attention and improvement
|
2 DMAs
|
Brand Insights
Brand Insights reveal Mattel’s brand interest across U.S. regions, highlighting growth opportunities, market trends, and strategic focus areas.
Mattel shows stable performance with 0.3% average growth across 51 markets (59.3% avg brand interest), with positive growth in 26 of 51 markets
Top performing markets for Mattel demonstrate exceptional results in Alaska (+39.1% growth, 96.0% brand interest, +27.0% brand interest change) and Wyoming (+28.8% growth, 94.0% brand interest, +21.0% brand interest change)
Mattel has 2 markets with high growth (>15%), 12 markets with moderate growth (5-15%), 14 stable markets (0-5%), and 23 declining markets
Notable high-growth markets for Mattel include Alaska (+39.1% growth, 96.0% brand interest) and Wyoming (+28.8% growth, 94.0% brand interest)
Competitive Insights
Competitive Insights analyze vast market data to pinpoint high-competition regions in the Toys industry.
For Mattel, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
For Mattel, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
Mattel shows market leadership with 0.3% average brand interest growth and notable strength in Alaska (+39.1%, 96.0% brand interest) and Wyoming (+28.8%, 94.0% brand interest)
In high-growth markets, Mattel maintains an average brand interest of 95.0% with consistent performance across 2 markets
Hasbro maintains market dominance with an average 44.8% brand interest across key markets: Alabama (42.0% brand interest, +20.0% growth), New Jersey (45.0% brand interest, +15.4% growth), and South Dakota (45.0% brand interest, +73.1% growth)
Mattel maintains market dominance with an average 63.0% brand interest across key markets: Alaska (96.0% brand interest, +39.1% growth), Wyoming (94.0% brand interest, +28.8% growth), and Arkansas (59.0% brand interest, +1.7% growth)
Investment Recommendations
Strategic recommendations for Mattel in the Toys category, highlighting market opportunities and potential growth areas.
Based on comprehensive analysis of market share, growth trends, and competitive positioning across different markets.
Based on comprehensive analysis of market share, growth trends, and competitive positioning across different markets.
Defend Brand Interest
Markets with high brand interest showing decline
35
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 54.0% | -8.5% | -3.6% |
| Los Angeles CA | 4,962,377 | 69.0% | -9.2% | -1.4% |
| Dallas-Ft. Worth TX | 2,585,309 | 62.0% | -7.5% | -1.6% |
| Washington DC (Hagerstown MD) | 2,224,748 | 58.0% | -1.7% | +1.8% |
| San Francisco-Oakland-San Jose CA | 2,204,229 | 58.0% | -7.9% | +0.0% |
| Phoenix AZ | 1,818,040 | 65.0% | -3.0% | -3.0% |
| Seattle-Tacoma WA | 1,798,974 | 51.0% | -1.9% | -5.6% |
| Tampa-St. Petersburg (Sarasota) FL | 1,758,412 | 59.0% | -6.4% | +3.5% |
Emerging Market
Smaller markets showing strong growth potential
17
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| La Crosse-Eau Claire WI | 192,704 | 95.0% | +79.3% | +63.8% |
| Corpus Christi TX | 177,217 | 94.0% | +40.3% | +64.9% |
| Wausau-Rhinelander WI | 160,633 | 63.0% | +18.9% | +6.8% |
| Medford-Klamath Falls OR | 155,635 | 100.0% | +81.8% | +63.9% |
| Rockford IL | 154,224 | 100.0% | +56.3% | +47.1% |
| Duluth MN-Superior WI | 148,546 | 96.0% | +84.6% | +118.2% |
| Topeka KS | 147,365 | 95.0% | +53.2% | +30.1% |
| Odessa-Midland TX | 136,170 | 100.0% | +42.9% | +92.3% |
Growth Opportunity
Mid-size markets with positive brand interest trends
18
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Oklahoma City OK | 631,839 | 63.0% | +12.5% | +5.0% |
| Louisville KY | 612,910 | 71.0% | +10.9% | +24.6% |
| Ft. Myers-Naples FL | 525,402 | 68.0% | +13.3% | +9.7% |
| Little Rock-Pine Bluff AR | 490,561 | 62.0% | +26.5% | +14.8% |
| Tucson (Sierra Vista) AZ | 416,976 | 65.0% | +4.8% | +4.8% |
| Des Moines-Ames IA | 401,464 | 66.0% | +6.5% | +8.2% |
| Madison WI | 386,495 | 68.0% | +6.3% | +11.5% |
| Omaha NE | 384,022 | 66.0% | +20.0% | +4.8% |
High Growth Priority
Large markets showing strong consistent growth
3
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Charlotte NC | 1,124,890 | 60.0% | +9.1% | -1.6% |
| Salt Lake City UT | 975,902 | 65.0% | +8.3% | +12.1% |
| Cincinnati OH | 810,849 | 64.0% | +4.9% | +12.3% |
Maintain & Optimize
Stable markets with consistent performance
34
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Chicago IL | 3,081,097 | 62.0% | +3.3% | +0.0% |
| Atlanta GA | 2,277,873 | 60.0% | +1.7% | +3.5% |
| Houston TX | 2,266,381 | 62.0% | +5.1% | +5.1% |
| Detroit MI | 1,646,663 | 60.0% | +5.3% | +0.0% |
| Minneapolis-St. Paul MN | 1,563,558 | 60.0% | +0.0% | +0.0% |
| Orlando-Daytona Beach-Melbourne FL | 1,508,869 | 59.0% | +3.5% | +5.4% |
| San Diego CA | 940,959 | 65.0% | +0.0% | +1.6% |
| San Antonio TX | 900,609 | 60.0% | +1.7% | +3.5% |
Monitor & Maintain
All other markets
101
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Philadelphia PA | 2,642,616 | 63.0% | +5.0% | +10.5% |
| Cleveland-Akron (Canton) OH | 1,319,557 | 62.0% | +1.6% | +10.7% |
| St. Louis MO | 1,066,886 | 62.0% | +5.1% | +8.8% |
| Nashville TN | 993,259 | 64.0% | +3.2% | +8.5% |
| Providence RI-New Bedford MA | 564,315 | 15.0% | -21.1% | -21.1% |
| Dayton OH | 418,047 | 59.0% | +1.7% | +13.5% |
| Honolulu HI | 411,655 | 56.0% | +7.7% | -5.1% |
| Spokane WA | 409,624 | 57.0% | +23.9% | +0.0% |
Turnaround Priority
Markets requiring immediate attention and improvement
2
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Boston MA-Manchester NH | 2,206,762 | 41.0% | -10.9% | -14.6% |
| Hartford & New Haven CT | 862,036 | 50.0% | -3.9% | -9.1% |
Brand Insights
Brand Insights for Mattel in the Toys category provide in-depth analysis of the brand's performance, market positioning, and growth opportunities.
These insights are derived from comprehensive data analysis, covering areas such as market share, growth trends, and competitive dynamics.
These insights are derived from comprehensive data analysis, covering areas such as market share, growth trends, and competitive dynamics.
Mattel shows challenging performance with -1.7% average growth across 183 markets (60.0% avg brand interest), with positive growth in 82 of 183 markets
Top performing markets for Mattel demonstrate exceptional results in Bangor ME (+127.3% growth, 100.0% brand interest, +56.0% brand interest change), Utica NY (+86.3% growth, 95.0% brand interest, +44.0% brand interest change), and Biloxi-Gulfport MS (+86.0% growth, 93.0% brand interest, +43.0% brand interest change)
Mattel has 33 markets with high growth (>15%), 25 markets with moderate growth (5-15%), 34 stable markets (0-5%), and 91 declining markets
Notable high-growth markets for Mattel include Bangor ME (+127.3% growth, 100.0% brand interest), Billings, MT (+66.7% growth, 100.0% brand interest), and Biloxi-Gulfport MS (+86.0% growth, 93.0% brand interest)
Mattel maintains strong brand interest positions in key markets: Albany-Schenectady-Troy NY (55.0% brand interest, -9.0% change), Amarillo TX (53.0% brand interest, -7.0% change), and Anchorage AK (53.0% brand interest, -22.0% change)
Mattel shows positive brand interest momentum in 82 markets, notably in Bangor ME (+56.0% brand interest), Billings, MT (+40.0% brand interest), Biloxi-Gulfport MS (+43.0% brand interest)
Mattel demonstrates strong market momentum with combined growth and brand interest gains in key markets: Bangor ME (+127.3% growth, +56.0% gain, 100.0% current brand interest), Billings, MT (+66.7% growth, +40.0% gain, 100.0% current brand interest), and Biloxi-Gulfport MS (+86.0% growth, +43.0% gain, 93.0% current brand interest)
Mattel successfully defends strong market positions while maintaining brand interest growth in Bangor ME (maintained 100.0% brand interest, +127.3% growth), Billings, MT (maintained 100.0% brand interest, +66.7% growth), and Biloxi-Gulfport MS (maintained 93.0% brand interest, +86.0% growth)
In large markets, Mattel shows slight decline with high brand interest: Baltimore MD (-6.9% decline, 54.0% brand interest) and Boston MA-Manchester NH (-10.9% decline, 41.0% brand interest)
In medium markets, Mattel shows slight decline with high brand interest: Albany-Schenectady-Troy NY (-14.1% decline, 55.0% brand interest) and Birmingham AL (-7.9% decline, 58.0% brand interest)
In small markets, Mattel shows slight decline with high brand interest: Albany GA (-100.0% decline, 0.0% brand interest) and Amarillo TX (-11.7% decline, 53.0% brand interest)
Mattel maintains dominant market position with >35% brand interest in key markets: Albany-Schenectady-Troy NY (55.0% brand interest, -14.1% change) and Amarillo TX (53.0% brand interest, -11.7% change)
Mattel achieves significant brand interest gains in Bangor ME (+56.0% brand interest growth, now at 100.0%) and Billings, MT (+40.0% brand interest growth, now at 100.0%)
Mattel shows accelerating brand interest growth in Bangor ME (+127.3% growth, 100.0% brand interest) and Billings, MT (+66.7% growth, 100.0% brand interest)
Mattel maintains stable brand interest performance in mature markets: Charleston SC (-3.5% decline, 56.0% brand interest) and Colorado Springs-Pueblo CO (-1.6% decline, 63.0% brand interest)
Mattel faces growth challenges in historically strong markets: Albany-Schenectady-Troy NY (-14.1% decline, 55.0% brand interest) and Amarillo TX (-11.7% decline, 53.0% brand interest)
Competitive Insights
Competitive Insights showcase how Mattel performs against competitors across different markets.
These insights are generated by analyzing competitive performance data across hundreds of thousands of data points.
Each insight highlights specific market opportunities and challenges where Mattel can focus its competitive strategy.
Each insight highlights specific market opportunities and challenges where Mattel can focus its competitive strategy.
Mattel shows market leadership with -1.7% average brand interest growth and notable strength in Bangor ME (+127.3%, 100.0% brand interest), Billings, MT (+66.7%, 100.0% brand interest), and Biloxi-Gulfport MS (+86.0%, 93.0% brand interest)
In high-growth markets, Mattel maintains an average brand interest of 86.1% with consistent performance across 33 markets
Hasbro maintains market dominance with an average 47.7% brand interest across key markets: Albany-Schenectady-Troy NY (45.0% brand interest, +25.0% growth), Amarillo TX (47.0% brand interest, +17.5% growth), and Anchorage AK (47.0% brand interest, +88.0% growth)
Mattel maintains market dominance with an average 71.6% brand interest across key markets: Bangor ME (100.0% brand interest, +127.3% growth), Billings, MT (100.0% brand interest, +66.7% growth), and Biloxi-Gulfport MS (93.0% brand interest, +86.0% growth)
Mattel dominates in 88 of 158 key battleground markets against Hasbro, notably in Albuquerque-Santa Fe NM (35.0% vs 65.0% brand interest), Atlanta GA (40.0% vs 60.0% brand interest), and Austin TX (40.0% vs 60.0% brand interest)
Hasbro successfully defends market leadership positions while maintaining brand interest growth in Albany-Schenectady-Troy NY (maintained 45.0% brand interest, +25.0% growth), Amarillo TX (maintained 47.0% brand interest, +17.5% growth), and Anchorage AK (maintained 47.0% brand interest, +88.0% growth)
Mattel successfully defends market leadership positions while maintaining brand interest growth in Bangor ME (maintained 100.0% brand interest, +127.3% growth), Billings, MT (maintained 100.0% brand interest, +66.7% growth), and Biloxi-Gulfport MS (maintained 93.0% brand interest, +86.0% growth)
Hasbro emerges as competitive challenger to Mattel with superior brand interest growth rates in Albany-Schenectady-Troy NY (+25.0% vs -14.1% growth), Amarillo TX (+17.5% vs -11.7% growth), and Anchorage AK (+88.0% vs -29.3% growth)
Mattel demonstrates competitive strength with 168 high brand interest markets and 33 high-growth markets, notably in Albany-Schenectady-Troy NY (55.0% brand interest, -14.1% growth), Amarillo TX (53.0% brand interest, -11.7% growth), and Anchorage AK (53.0% brand interest, -29.3% growth)
Hasbro demonstrates competitive strength with 138 high brand interest markets and 33 high-growth markets, notably in Albuquerque-Santa Fe NM (35.0% brand interest, -2.8% growth), Atlanta GA (40.0% brand interest, -2.4% growth), and Austin TX (40.0% brand interest, -2.4% growth)
Major market competition: Hasbro and Mattel show significant brand interest performance differences in key markets: Charlotte NC (Hasbro: -11.1%, Mattel: +9.1%) and Chicago IL (Hasbro: -5.0%, Mattel: +3.3%)
Close brand interest competition between Hasbro and Mattel in Albany GA (0.0% vs 0.0%) and Burlington VT-Plattsburgh NY (48.0% vs 52.0%)
Hasbro maintains strong brand interest position in key markets: Dallas-Ft. Worth TX (38.0% brand interest, +15.2% growth), Los Angeles CA (31.0% brand interest, +29.2% growth), and Pittsburgh PA (44.0% brand interest, +15.8% growth)
Mattel maintains strong brand interest position in key markets: Atlanta GA (60.0% brand interest, +1.7% growth), Austin TX (60.0% brand interest, +1.7% growth), and Chicago IL (62.0% brand interest, +3.3% growth)
Mattel demonstrates category dominance with 1.6% average brand interest growth, showing exceptional performance in Bakersfield CA (+15.4%, 75.0% brand interest), Bangor ME (+72.4%, 100.0% brand interest), and Bluefield-Beckley-Oak Hill WV (+117.4%, 100.0% brand interest)
In high-growth markets, Mattel maintains an average brand interest of 85.1% with consistent performance across 25 markets