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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
|
14 DMAs
|
|
Emerging Market
|
Smaller markets showing strong growth potential
|
8 DMAs
10 States
|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
28 DMAs
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
25 DMAs
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
26 DMAs
11 States
|
|
Monitor & Maintain
|
All other markets
|
106 DMAs
29 States
|
|
Turnaround Priority
|
Markets requiring immediate attention and improvement
|
4 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 strong performance with 11.4% average growth across 51 markets (58.9% avg brand interest), with positive growth in 50 of 51 markets
Top performing markets for Mattel demonstrate exceptional results in Mississippi (+38.1% growth, 58.0% brand interest, +16.0% brand interest change), West Virginia (+24.5% growth, 61.0% brand interest, +12.0% brand interest change), and Maine (+22.5% growth, 49.0% brand interest, +9.0% brand interest change)
Mattel has 16 markets with high growth (>15%), 26 markets with moderate growth (5-15%), 8 stable markets (0-5%), and 1 declining market
Notable high-growth markets for Mattel include Arkansas (+20.8% growth, 58.0% brand interest), Kentucky (+16.4% growth, 64.0% brand interest), and Louisiana (+15.1% growth, 61.0% 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 leads category performance with 11.4% average brand interest growth, particularly strong in Arkansas (+20.8%, 58.0% brand interest), Kentucky (+16.4%, 64.0% brand interest), and Louisiana (+15.1%, 61.0% brand interest)
In high-growth markets, Mattel maintains an average brand interest of 58.6% with consistent performance across 16 markets
Mattel shows strong momentum with 11.4% average brand interest growth across key markets: Mississippi (+38.1% growth, +16.0% brand interest), West Virginia (+24.5% growth, +12.0% brand interest), and Rhode Island (+23.1% growth, +3.0% brand interest)
Mattel captured additional brand interest in 42 markets, averaging +6.7% brand interest growth in key growth markets
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
14
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Houston TX | 2,346,370 | 59.0% | +1.7% | -6.4% |
| Detroit MI | 1,704,780 | 57.0% | +0.0% | -3.4% |
| Raleigh-Durham (Fayetteville) NC | 1,134,769 | 56.0% | +1.8% | -5.1% |
| St. Louis MO | 1,104,541 | 59.0% | +5.4% | -7.8% |
| Salt Lake City UT | 1,010,346 | 60.0% | +5.3% | -7.7% |
| San Antonio TX | 932,395 | 59.0% | +0.0% | -6.4% |
| Las Vegas NV | 765,811 | 63.0% | +3.3% | -3.1% |
| Oklahoma City OK | 654,139 | 56.0% | +7.7% | -16.4% |
Emerging Market
Smaller markets showing strong growth potential
8
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Montgomery (Selma) AL | 219,243 | 100.0% | +85.2% | +72.4% |
| Bakersfield CA | 217,518 | 70.0% | +25.0% | +6.1% |
| Topeka KS | 152,566 | 62.0% | +10.7% | +5.1% |
| Wichita Falls TX & Lawton OK | 136,919 | 59.0% | +13.5% | +18.0% |
| Erie PA | 134,130 | 100.0% | +69.5% | +81.8% |
| Joplin MO-Pittsburg KS | 133,021 | 62.0% | +51.2% | +12.7% |
| Columbus GA | N/A | 65.0% | +41.3% | +51.2% |
| Columbus OH | N/A | 60.0% | +11.1% | +1.7% |
Growth Opportunity
Mid-size markets with positive brand interest trends
28
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Louisville KY | 634,542 | 64.0% | +10.3% | +12.3% |
| Albuquerque-Santa Fe NM | 634,260 | 64.0% | +14.3% | +4.9% |
| Richmond-Petersburg VA | 535,207 | 66.0% | +22.2% | +1.5% |
| Mobile AL-Pensacola (Ft. Walton Beach) FL | 518,012 | 68.0% | +33.3% | +13.3% |
| Albany-Schenectady-Troy NY | 509,309 | 64.0% | +14.3% | +3.2% |
| Knoxville TN | 492,492 | 55.0% | +41.0% | +1.9% |
| Tulsa OK | 478,465 | 64.0% | +6.7% | +1.6% |
| Lexington KY | 449,592 | 64.0% | +18.5% | +1.6% |
High Growth Priority
Large markets showing strong consistent growth
25
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,799,390 | 59.0% | +18.0% | +0.0% |
| Los Angeles CA | 5,137,519 | 76.0% | +10.1% | -1.3% |
| Philadelphia PA | 2,735,885 | 60.0% | +11.1% | -1.6% |
| Dallas-Ft. Worth TX | 2,676,555 | 67.0% | +9.8% | +0.0% |
| Atlanta GA | 2,358,268 | 59.0% | +9.3% | -3.3% |
| Washington DC (Hagerstown MD) | 2,303,268 | 59.0% | +11.3% | -4.8% |
| Boston MA-Manchester NH | 2,284,647 | 46.0% | +18.0% | -8.0% |
| San Francisco-Oakland-San Jose CA | 2,282,025 | 63.0% | +14.6% | +5.0% |
Maintain & Optimize
Stable markets with consistent performance
26
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Denver CO | 1,577,435 | 63.0% | +1.6% | +0.0% |
| Kansas City MO | 897,204 | 65.0% | +3.2% | +4.8% |
| Milwaukee WI | 792,176 | 61.0% | +5.2% | +5.2% |
| Buffalo NY | 556,257 | 75.0% | +1.4% | +5.6% |
| Madison WI | 400,136 | 64.0% | -4.5% | -4.5% |
| Toledo OH | 373,454 | 54.0% | +3.9% | -6.9% |
| Harlingen-Weslaco-Brownsville-McAllen TX | 355,054 | 64.0% | +3.2% | -4.5% |
| Burlington VT-Plattsburgh NY | 316,976 | 48.0% | -2.0% | +4.4% |
Monitor & Maintain
All other markets
106
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Chicago IL | 3,189,842 | 60.0% | +7.1% | +0.0% |
| Pittsburgh PA | 1,033,947 | 62.0% | +6.9% | +8.8% |
| Grand Rapids-Kalamazoo-Battle Creek MI | 687,306 | 61.0% | +7.0% | +5.2% |
| Birmingham AL | 674,274 | 63.0% | +1.6% | +10.5% |
| Providence RI-New Bedford MA | 584,232 | 19.0% | +11.8% | -9.5% |
| Memphis TN | 567,037 | 61.0% | +22.0% | +0.0% |
| Tucson (Sierra Vista) AZ | 431,693 | 62.0% | +17.0% | -6.1% |
| Honolulu HI | 426,184 | 52.0% | +8.3% | -7.1% |
Turnaround Priority
Markets requiring immediate attention and improvement
4
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Phoenix AZ | 1,882,206 | 67.0% | +4.7% | -8.2% |
| Seattle-Tacoma WA | 1,862,467 | 52.0% | +0.0% | -11.9% |
| Charlotte NC | 1,164,592 | 55.0% | +1.9% | -8.3% |
| Hartford & New Haven CT | 892,461 | 52.0% | +2.0% | -10.3% |
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 strong performance with 5.5% average growth across 166 markets (60.4% avg brand interest), with positive growth in 116 of 166 markets
Top performing markets for Mattel demonstrate exceptional results in Montgomery (Selma) AL (+85.2% growth, 100.0% brand interest, +46.0% brand interest change), Santa Barbara-Santa Maria-San Luis Obispo CA (+75.0% growth, 56.0% brand interest, +24.0% brand interest change), and Erie PA (+69.5% growth, 100.0% brand interest, +41.0% brand interest change)
Mattel has 42 markets with high growth (>15%), 52 markets with moderate growth (5-15%), 32 stable markets (0-5%), and 40 declining markets
Notable high-growth markets for Mattel include Bakersfield CA (+25.0% growth, 70.0% brand interest), Boston MA-Manchester NH (+17.9% growth, 46.0% brand interest), and Charleston-Huntington WV (+40.5% growth, 59.0% brand interest)
Mattel maintains strong brand interest positions in key markets: Amarillo TX (60.0% brand interest, -4.0% change), Billings, MT (60.0% brand interest, -40.0% change), and Binghamton NY (49.0% brand interest, -51.0% change)
Mattel shows positive brand interest momentum in 116 markets, notably in Bakersfield CA (+14.0% brand interest), Boston MA-Manchester NH (+7.0% brand interest), Charleston-Huntington WV (+17.0% brand interest)
Mattel demonstrates strong market momentum with combined growth and brand interest gains in key markets: Bakersfield CA (+25.0% growth, +14.0% gain, 70.0% current brand interest), Boston MA-Manchester NH (+17.9% growth, +7.0% gain, 46.0% current brand interest), and Charleston-Huntington WV (+40.5% growth, +17.0% gain, 59.0% current brand interest)
Mattel successfully defends strong market positions while maintaining brand interest growth in Bakersfield CA (maintained 70.0% brand interest, +25.0% growth), Boston MA-Manchester NH (maintained 46.0% brand interest, +17.9% growth), and Charleston-Huntington WV (maintained 59.0% brand interest, +40.5% growth)
In large markets, Mattel shows strong growth with high brand interest: Boston MA-Manchester NH (+17.9% growth, 46.0% brand interest) and Indianapolis IN (+15.7% growth, 59.0% brand interest)
In medium markets, Mattel shows strong growth with high brand interest: Fresno-Visalia CA (-4.8% decline, 60.0% brand interest) and Knoxville TN (+41.0% growth, 55.0% brand interest)
In small markets, Mattel shows steady growth with high brand interest: Abilene-Sweetwater TX (-100.0% decline, 0.0% brand interest) and Amarillo TX (-6.2% decline, 60.0% brand interest)
Mattel maintains dominant market position with >35% brand interest in key markets: Amarillo TX (60.0% brand interest, -6.2% change) and Billings, MT (60.0% brand interest, -40.0% change)
Mattel achieves significant brand interest gains in Bakersfield CA (+14.0% brand interest growth, now at 70.0%) and Boston MA-Manchester NH (+7.0% brand interest growth, now at 46.0%)
Mattel shows accelerating brand interest growth in Bakersfield CA (+25.0% growth, 70.0% brand interest) and Boston MA-Manchester NH (+17.9% growth, 46.0% brand interest)
Mattel maintains stable brand interest performance in mature markets: Boise ID (-4.9% decline, 58.0% brand interest) and Burlington VT-Plattsburgh NY (-2.0% decline, 48.0% brand interest)
Mattel faces growth challenges in historically strong markets: Amarillo TX (-6.2% decline, 60.0% brand interest) and Billings, MT (-40.0% decline, 60.0% 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 leads category performance with 5.5% average brand interest growth, particularly strong in Bakersfield CA (+25.0%, 70.0% brand interest), Boston MA-Manchester NH (+17.9%, 46.0% brand interest), and Charleston-Huntington WV (+40.5%, 59.0% brand interest)
In high-growth markets, Mattel maintains an average brand interest of 63.0% with consistent performance across 42 markets
Mattel shows strong momentum with 5.5% average brand interest growth across key markets: Montgomery (Selma) AL (+85.2% growth, +46.0% brand interest), Santa Barbara-Santa Maria-San Luis Obispo CA (+75.0% growth, +24.0% brand interest), and Erie PA (+69.5% growth, +41.0% brand interest)
Mattel captured additional brand interest in 94 markets, averaging +9.9% brand interest growth in key growth markets
Hasbro maintains market dominance with an average 45.2% brand interest across key markets: Champaign & Springfield-Decatur IL (52.0% brand interest, +30.0% growth), Chattanooga TN (43.0% brand interest, +19.4% growth), and El Paso TX (42.0% brand interest, +16.7% growth)
Mattel maintains market dominance with an average 61.8% brand interest across key markets: Bakersfield CA (70.0% brand interest, +25.0% growth), Boston MA-Manchester NH (46.0% brand interest, +17.9% growth), and Charleston-Huntington WV (59.0% brand interest, +40.5% growth)
Mattel dominates in 115 of 135 key battleground markets against Hasbro, notably in Albany-Schenectady-Troy NY (36.0% vs 64.0% brand interest), Albuquerque-Santa Fe NM (36.0% vs 64.0% brand interest), and Atlanta GA (41.0% vs 59.0% brand interest)
Hasbro successfully defends market leadership positions while maintaining brand interest growth in Champaign & Springfield-Decatur IL (maintained 52.0% brand interest, +30.0% growth), Chattanooga TN (maintained 43.0% brand interest, +19.4% growth), and El Paso TX (maintained 42.0% brand interest, +16.7% growth)
Mattel successfully defends market leadership positions while maintaining brand interest growth in Bakersfield CA (maintained 70.0% brand interest, +25.0% growth), Boston MA-Manchester NH (maintained 46.0% brand interest, +17.9% growth), and Charleston-Huntington WV (maintained 59.0% brand interest, +40.5% growth)
Mattel emerges as competitive challenger to Hasbro with superior brand interest growth rates in Boston MA-Manchester NH (+17.9% vs -11.5% growth), Jackson MS (+58.1% vs -26.1% growth), and Providence RI-New Bedford MA (+11.8% vs -2.4% growth)
Hasbro emerges as competitive challenger to Mattel with superior brand interest growth rates in Chattanooga TN (+19.4% vs -10.9% growth), El Paso TX (+16.7% vs -9.4% growth), and Paducah KY-Cape Girardeau MO-Harrisburg-Mount Vernon IL (+19.4% vs -10.9% growth)
Mattel demonstrates competitive strength with 162 high brand interest markets and 42 high-growth markets, notably in Amarillo TX (60.0% brand interest, -6.2% growth), Billings, MT (60.0% brand interest, -40.0% growth), and Binghamton NY (49.0% brand interest, -51.0% growth)
Hasbro demonstrates competitive strength with 142 high brand interest markets and 8 high-growth markets, notably in Albany-Schenectady-Troy NY (36.0% brand interest, -18.2% growth), Albuquerque-Santa Fe NM (36.0% brand interest, -18.2% growth), and Atlanta GA (41.0% brand interest, -10.9% growth)
Major market competition: Hasbro and Mattel show significant brand interest performance differences in key markets: Atlanta GA (Hasbro: -10.9%, Mattel: +9.3%) and Baltimore MD (Hasbro: -12.5%, Mattel: +11.5%)
Close brand interest competition between Hasbro and Mattel in Davenport IA-Rock Island-Moline IL (49.0% vs 51.0%) and Fargo-Valley City ND (48.0% vs 52.0%)
Mattel maintains strong brand interest position in key markets: Boston MA-Manchester NH (46.0% brand interest, +17.9% growth), Indianapolis IN (59.0% brand interest, +15.7% growth), and New York NY (59.0% brand interest, +18.0% growth)