"Remain" competitiive? Surely you jest. Mattel hasn't been competitive for some time. Certainly not in innovation, price/value, or user satisfaction. It would take a major flush of upper management and a complete overhaul of the culture to begin to make any significant changes at Mattel. But I fear that Mattel will never recover. They have let all the wrong people go (the creatives) over the past year and that talent has dispersed. Face it, you can buy a competent CEO and upper management team from Kraft Foods (hi Bob) but getting and retaining real toy design & development talent is much harder. Even if Mattel survives, it will never be the toy industry Juggernaut (hi Doug) it once was. Ruth and Elliot would be ashamed to see this mess.
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Classic Mattel "strategy" - short sighted, reactive, anniversary the same strategy as last year, the year before, and the year before that, give it some confusing new acronym, and hope that somehow things will turn out differently. Unbelievable the lack of appreciation for and knowledge of what the "worker bee" level adds to the company on executive team's part. Not sure how they're expecting any product to be made when the only people left are directors and above who refuse to get their hands dirty and ass-kissers who aspire to be part of the do-nothing management team.