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 |
|---|---|---|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
71 DMAs
33 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
33 DMAs
5 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
32 DMAs
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
73 DMAs
12 States
|
Brand Insights
Brand Insights reveal Mattel’s brand interest across U.S. regions, highlighting growth opportunities, market trends, and strategic focus areas.
Mattel shows challenging performance with -3.4% average growth across 51 markets (56.9% avg brand interest), with positive growth in 11 of 51 markets
Top performing markets for Mattel demonstrate exceptional results in North Dakota (+45.6% growth, 67.0% brand interest, +21.0% change) and Montana (+13.8% growth, 74.0% brand interest, +9.0% change)
Mattel has 1 market with high growth (>15%), 6 markets with moderate growth (5-15%), 9 stable markets (0-5%), and 35 declining markets
Notable high-growth markets for Mattel include North Dakota (+45.6% growth, 67.0% 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.
Hasbro demonstrates category leadership at state level with 5.5% average brand interest growth, showing exceptional performance in District of Columbia (+59.4%, 51.0% brand interest), Kentucky (+16.7%, 42.0% brand interest), and Maine (+25.6%, 54.0% brand interest)
In high-growth state markets, Hasbro maintains an average brand interest of 49.9% with consistent performance across 9 markets
Hasbro shows strong momentum with 5.5% average brand interest growth across key state markets: District of Columbia (+59.4% growth, +19.0% brand interest), West Virginia (+27.8% growth, +10.0% brand interest), and Maine (+25.6% growth, +11.0% brand interest)
Hasbro captured additional brand interest in 25 state markets, averaging +5.7% brand interest growth in key growth state
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.
Growth Opportunity
Mid-size markets with positive brand interest trends
71
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 55.0% | -1.8% | +7.8% |
| Los Angeles CA | 4,962,377 | 72.0% | +0.0% | +5.9% |
| Chicago IL | 3,081,097 | 61.0% | -1.6% | +10.9% |
| Philadelphia PA | 2,642,616 | 60.0% | +3.5% | +11.1% |
| Dallas-Ft. Worth TX | 2,585,309 | 66.0% | +1.5% | +10.0% |
| Atlanta GA | 2,277,873 | 58.0% | -7.9% | +7.4% |
| Phoenix AZ | 1,818,040 | 69.0% | +1.5% | +7.8% |
| Detroit MI | 1,646,663 | 63.0% | -3.1% | +8.6% |
High Growth Priority
Large markets showing strong consistent growth
33
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Greenville-Spartanburg SC-Asheville NC-Anderson SC | 805,248 | 63.0% | +6.8% | +21.2% |
| Albuquerque-Santa Fe NM | 612,638 | 64.0% | +6.7% | +6.7% |
| Wilkes Barre-Scranton PA | 501,832 | 67.0% | +13.6% | +19.6% |
| Mobile AL-Pensacola (Ft. Walton Beach) FL | 500,353 | 62.0% | +6.9% | +10.7% |
| Albany-Schenectady-Troy NY | 491,946 | 59.0% | +7.3% | +7.3% |
| Little Rock-Pine Bluff AR | 490,561 | 54.0% | +10.2% | +8.0% |
| Spokane WA | 409,624 | 58.0% | +9.4% | +23.4% |
| Des Moines-Ames IA | 401,464 | 63.0% | +6.8% | +18.9% |
Maintain & Optimize
Stable markets with consistent performance
32
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Baltimore MD | 977,058 | 55.0% | +0.0% | +3.8% |
| Cedar Rapids-Waterloo-Iowa City & Dubuque IA | 306,748 | 56.0% | +0.0% | +3.7% |
| Amarillo TX | 167,518 | 59.0% | +3.5% | -4.8% |
| Monroe LA-El Dorado AR | 147,849 | 63.0% | +0.0% | +0.0% |
| Wheeling WV-Steubenville OH | 108,851 | 100.0% | +0.0% | +0.0% |
| Billings, MT | 100,428 | 100.0% | +0.0% | +0.0% |
| Lake Charles LA | 84,941 | 57.0% | +0.0% | +0.0% |
| Quincy IL-Hannibal MO-Keokuk IA | 83,989 | 100.0% | +0.0% | +0.0% |
Turnaround Priority
Markets requiring immediate attention / improvement
73
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Houston TX | 2,266,381 | 58.0% | -9.4% | +1.8% |
| Washington DC (Hagerstown MD) | 2,224,748 | 55.0% | -6.8% | +1.9% |
| Boston MA-Manchester NH | 2,206,762 | 35.0% | -27.1% | -7.9% |
| San Francisco-Oakland-San Jose CA | 2,204,229 | 57.0% | -6.6% | +3.6% |
| Seattle-Tacoma WA | 1,798,974 | 53.0% | -3.6% | +1.9% |
| Tampa-St. Petersburg (Sarasota) FL | 1,758,412 | 58.0% | -9.4% | +3.6% |
| Raleigh-Durham (Fayetteville) NC | 1,096,084 | 51.0% | -3.8% | -8.9% |
| Indianapolis IN | 1,026,188 | 52.0% | -13.3% | +4.0% |
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 13.7% average growth across 208 markets (57.6% avg brand interest), with positive growth in 74 of 208 markets
Top performing markets for Mattel demonstrate exceptional results in Sioux City IA (+955.6% growth, 95.0% brand interest, +86.0% change), Wausau-Rhinelander WI (+816.7% growth, 55.0% brand interest, +49.0% change), and Rochester MN-Mason City IA-Austin MN (+700.0% growth, 48.0% brand interest, +42.0% change)
Mattel has 27 markets with high growth (>15%), 23 markets with moderate growth (5-15%), 49 stable markets (0-5%), and 109 declining markets
Notable high-growth markets for Mattel include Bend OR (+100.0% growth, 100.0% brand interest), Casper-Riverton WY (+100.0% growth, 100.0% brand interest), and Colorado Springs-Pueblo CO (+16.7% growth, 70.0% brand interest)
Mattel demonstrates strong market momentum with combined growth and brand interest gains in key markets: Bend OR (+100.0% growth, +100.0% gain, 100.0% current brand interest), Casper-Riverton WY (+100.0% growth, +100.0% gain, 100.0% current brand interest), and Colorado Springs-Pueblo CO (+16.7% growth, +10.0% gain, 70.0% current brand interest)
Mattel successfully defends strong market positions while maintaining brand interest growth in Bend OR (maintained 100.0% brand interest, +100.0% growth), Casper-Riverton WY (maintained 100.0% brand interest, +100.0% growth), and Colorado Springs-Pueblo CO (maintained 70.0% brand interest, +16.7% growth)
In small markets, Mattel shows strong growth with high brand interest: Bend OR (+100.0% growth, 100.0% brand interest) and Casper-Riverton WY (+100.0% growth, 100.0% brand interest)
Mattel achieves significant brand interest gains in Bend OR (+100.0% brand interest growth, now at 100.0%), Casper-Riverton WY (+100.0% brand interest growth, now at 100.0%), and Colorado Springs-Pueblo CO (+10.0% brand interest growth, now at 70.0%)
Mattel shows accelerating brand interest growth in Bend OR (+100.0% growth, 100.0% brand interest) and Casper-Riverton WY (+100.0% growth, 100.0% brand interest)
Mattel maintains stable brand interest performance in mature markets: Binghamton NY (-1.9% growth, 51.0% brand interest) and Charlotte NC (-1.7% growth, 59.0% brand interest)
Mattel faces growth challenges in historically strong markets: Albany GA (-44.0% growth, 56.0% brand interest) and Alexandria LA (-51.0% growth, 49.0% brand interest)
Mattel performance in major markets: Atlanta GA (-7.9% growth, 58.0% brand interest, 2.7M TVHH), Boston MA-Manchester NH (-27.1% growth, 35.0% brand interest, 2.6M TVHH), and Charlotte NC (-1.7% growth, 59.0% brand interest, 1.3M TVHH)
Mattel shows positive brand interest growth in markets representing 29.7% of total TVHH coverage
Mattel maintains strong brand interest positions (>30% share) in key markets: Albany GA (56.0% brand interest, -44.0% change), Alexandria LA (49.0% brand interest, -51.0% change), and Atlanta GA (58.0% brand interest, -5.0% change)
Mattel achieves significant brand interest gains in Bend OR (+100.0% brand interest), Casper-Riverton WY (+100.0% brand interest), and Colorado Springs-Pueblo CO (+10.0% brand interest)
Mattel maintains dominant market position with >35% brand interest in key markets: Binghamton NY (51.0% brand interest, 1.9% decline), Charlotte NC (59.0% brand interest, 1.7% decline), and Chicago IL (61.0% brand interest, 1.6% decline)
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.
Hasbro demonstrates category leadership at dma level with 31.9% average brand interest growth, showing exceptional performance in Albany GA (+100.0%, 44.0% brand interest), Alexandria LA (+100.0%, 51.0% brand interest), and Austin TX (+20.0%, 42.0% brand interest)
In high-growth dma markets, Hasbro maintains an average brand interest of 44.4% with consistent performance across 73 markets
Hasbro shows strong momentum with 31.9% average brand interest growth across key dma markets: La Crosse-Eau Claire WI (+825.0% growth, +33.0% brand interest), Lafayette LA (+760.0% growth, +38.0% brand interest), and Missoula MT (+750.0% growth, +30.0% brand interest)
Hasbro captured additional brand interest in 97 dma markets, averaging +17.7% brand interest growth in key growth dma
Mattel shows strong momentum with 13.7% average brand interest growth across key dma markets: Sioux City IA (+955.6% growth, +86.0% brand interest), Wausau-Rhinelander WI (+816.7% growth, +49.0% brand interest), and Rochester MN-Mason City IA-Austin MN (+700.0% growth, +42.0% brand interest)
Mattel captured additional brand interest in 49 dma markets, averaging +29.4% brand interest growth in key growth dma
In direct competition, Hasbro outperforms Mattel with 31.3 percentage point brand interest advantage across 204 shared markets: Abilene-Sweetwater TX (gap: 26.0% brand interest, 28.4% growth), Albany-Schenectady-Troy NY (gap: 18.0% brand interest, 16.2% growth), and Albuquerque-Santa Fe NM (gap: 28.0% brand interest, 16.7% growth)
In select markets, Mattel outperforms Hasbro despite weaker overall growth (+13.7% vs +31.9% overall): Abilene-Sweetwater TX (Mattel leads: 63.0% share, +12.5% growth vs Hasbro: 37.0%, -15.9%), Albany-Schenectady-Troy NY (Mattel leads: 59.0% share, +7.3% growth vs Hasbro: 41.0%, -8.9%), and Albuquerque-Santa Fe NM (Mattel leads: 64.0% share, +6.7% growth vs Hasbro: 36.0%, -10.0%)
Hasbro successfully defends market leadership positions while maintaining brand interest growth in Albany GA (maintained 44.0% brand interest, +100.0% growth), Alexandria LA (maintained 51.0% brand interest, +100.0% growth), and Austin TX (maintained 42.0% brand interest, +20.0% growth)
Mattel successfully defends market leadership positions while maintaining brand interest growth in Bend OR (maintained 100.0% brand interest, +100.0% growth), Casper-Riverton WY (maintained 100.0% brand interest, +100.0% growth), and Colorado Springs-Pueblo CO (maintained 70.0% brand interest, +16.7% growth)
Hasbro maintains strong brand interest position in key markets: Austin TX (42.0% brand interest, +20.0% growth), Boston MA-Manchester NH (65.0% brand interest, +25.0% growth), and Houston TX (42.0% brand interest, +16.7% growth)
Mattel maintains strong brand interest position in key markets: Birmingham AL (58.0% brand interest, +3.6% growth), Dallas-Ft. Worth TX (66.0% brand interest, +1.5% growth), and Denver CO (66.0% brand interest, +3.1% growth)
Mattel dominates head-to-head competition against Hasbro in 126 of 166 competitive DMA markets, with superior brand interest in key battlegrounds: Abilene-Sweetwater TX (63.0% vs 37.0% brand interest), Albany-Schenectady-Troy NY (59.0% vs 41.0% brand interest), and Albuquerque-Santa Fe NM (64.0% vs 36.0% brand interest)
Hasbro emerges as competitive threat to Mattel with superior growth momentum (+31.9% vs +13.7%) across contested markets: Albany GA (Hasbro: +100.0% growth vs Mattel: -44.0% growth), Alexandria LA (Hasbro leads: 51.0% share, +100.0% growth vs Mattel: 49.0%, -51.0%), and Atlanta GA (Hasbro: +13.5% growth vs Mattel: -7.9% growth)
Hasbro demonstrates competitive strength with 108 high brand interest dma markets and 66 high-growth dma markets, notably in La Crosse-Eau Claire WI (37.0% brand interest, +825.0% growth), Lafayette LA (43.0% brand interest, +760.0% growth), and Missoula MT (34.0% brand interest, +750.0% growth)
Mattel demonstrates competitive strength with 84 high brand interest dma markets and 27 high-growth dma markets, notably in Sioux City IA (95.0% brand interest, +955.6% growth), Wausau-Rhinelander WI (55.0% brand interest, +816.7% growth), and Rochester MN-Mason City IA-Austin MN (48.0% brand interest, +700.0% growth)