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
|
42 DMAs
11 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
28 DMAs
2 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
31 DMAs
6 States
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
104 DMAs
31 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 -1.9% average growth across 51 markets (58.6% avg brand interest), with positive growth in 15 of 51 markets
Top performing markets for Mattel demonstrate exceptional results in Wyoming (+81.8% growth, 100.0% brand interest, +45.0% change)
Mattel has 1 market with high growth (>15%), 1 market with moderate growth (5-15%), 19 stable markets (0-5%), and 30 declining markets
Notable high-growth markets for Mattel include Wyoming (+81.8% growth, 100.0% 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 3.7% average brand interest growth, showing exceptional performance in Alabama (+33.3%, 44.0% brand interest), Nebraska (+19.4%, 43.0% brand interest), and New Jersey (+18.4%, 45.0% brand interest)
In high-growth state markets, Hasbro maintains an average brand interest of 44.5% with consistent performance across 4 markets
In direct competition, Hasbro outperforms Mattel with 21.4 percentage point brand interest advantage across 51 shared markets: Alaska (gap: 32.0% brand interest, 8.7% growth), Delaware (gap: 22.0% brand interest, 20.3% growth), and Illinois (gap: 22.0% brand interest, 4.2% growth)
In select markets, Mattel outperforms Hasbro despite weaker overall growth (-1.9% vs +3.7% overall): Alaska (Mattel leads: 66.0% share, +3.1% growth vs Hasbro: 34.0%, -5.6%), Delaware (Mattel leads: 61.0% share, +8.9% growth vs Hasbro: 39.0%, -11.4%), and Illinois (Mattel leads: 61.0% share, +1.7% growth vs Hasbro: 39.0%, -2.5%)
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
42
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Philadelphia PA | 2,642,616 | 62.0% | +0.0% | +8.8% |
| Houston TX | 2,266,381 | 63.0% | +1.6% | +6.8% |
| Washington DC (Hagerstown MD) | 2,224,748 | 59.0% | +1.7% | +5.4% |
| Orlando-Daytona Beach-Melbourne FL | 1,508,869 | 60.0% | +5.3% | +9.1% |
| Cleveland-Akron (Canton) OH | 1,319,557 | 63.0% | +0.0% | +14.6% |
| Portland OR | 1,086,232 | 60.0% | -1.6% | +7.1% |
| St. Louis MO | 1,066,886 | 64.0% | +4.9% | +14.3% |
| Nashville TN | 993,259 | 63.0% | +1.6% | +8.6% |
High Growth Priority
Large markets showing strong consistent growth
28
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| San Antonio TX | 900,609 | 63.0% | +10.5% | +8.6% |
| Louisville KY | 612,910 | 69.0% | +9.5% | +17.0% |
| Ft. Myers-Naples FL | 525,402 | 73.0% | +15.9% | +17.7% |
| Knoxville TN | 475,703 | 64.0% | +8.5% | +8.5% |
| Spokane WA | 409,624 | 54.0% | +8.0% | +8.0% |
| Des Moines-Ames IA | 401,464 | 70.0% | +16.7% | +18.6% |
| Springfield MO | 386,138 | 67.0% | +9.8% | +4.7% |
| Columbia SC | 382,874 | 67.0% | +36.7% | +19.6% |
Maintain & Optimize
Stable markets with consistent performance
31
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Phoenix AZ | 1,818,040 | 66.0% | +0.0% | -1.5% |
| Detroit MI | 1,646,663 | 59.0% | +1.7% | -1.7% |
| Charlotte NC | 1,124,890 | 59.0% | +5.4% | -3.3% |
| Buffalo NY | 537,294 | 73.0% | +2.8% | +2.8% |
| Minot-Bismarck-Dickinson(Williston) ND | 141,262 | 100.0% | +0.0% | +0.0% |
| Albany GA | 122,885 | 100.0% | +0.0% | +0.0% |
| Dothan AL | 89,769 | 0.0% | +0.0% | +0.0% |
| Jackson TN | 87,355 | 100.0% | +0.0% | +0.0% |
Turnaround Priority
Markets requiring immediate attention / improvement
104
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 | 72.0% | -5.3% | +1.4% |
| Chicago IL | 3,081,097 | 61.0% | -4.7% | -1.6% |
| Dallas-Ft. Worth TX | 2,585,309 | 62.0% | -8.8% | -1.6% |
| Atlanta GA | 2,277,873 | 60.0% | -1.6% | +3.5% |
| Boston MA-Manchester NH | 2,206,762 | 42.0% | -8.7% | -12.5% |
| San Francisco-Oakland-San Jose CA | 2,204,229 | 58.0% | -9.4% | +0.0% |
| Seattle-Tacoma WA | 1,798,974 | 52.0% | -1.9% | -3.7% |
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 -7.4% average growth across 204 markets (49.4% avg brand interest), with positive growth in 56 of 204 markets
Top performing markets for Mattel demonstrate exceptional results in Duluth MN-Superior WI (+138.1% growth, 100.0% brand interest, +58.0% change), Fargo-Valley City ND (+127.3% growth, 100.0% brand interest, +56.0% change), and Bluefield-Beckley-Oak Hill WV (+104.1% growth, 100.0% brand interest, +51.0% change)
Mattel has 25 markets with high growth (>15%), 13 markets with moderate growth (5-15%), 61 stable markets (0-5%), and 105 declining markets
Notable high-growth markets for Mattel include Bluefield-Beckley-Oak Hill WV (+104.1% growth, 100.0% brand interest), Champaign & Springfield-Decatur IL (+23.5% growth, 63.0% brand interest), and Chattanooga TN (+38.6% growth, 79.0% brand interest)
Mattel demonstrates strong market momentum with combined growth and brand interest gains in key markets: Bluefield-Beckley-Oak Hill WV (+104.1% growth, +51.0% gain, 100.0% current brand interest), Champaign & Springfield-Decatur IL (+23.5% growth, +12.0% gain, 63.0% current brand interest), and Chattanooga TN (+38.6% growth, +22.0% gain, 79.0% current brand interest)
Mattel successfully defends strong market positions while maintaining brand interest growth in Bluefield-Beckley-Oak Hill WV (maintained 100.0% brand interest, +104.1% growth), Champaign & Springfield-Decatur IL (maintained 63.0% brand interest, +23.5% growth), and Chattanooga TN (maintained 79.0% brand interest, +38.6% growth)
In large markets, Mattel shows slight decline with high brand interest: Atlanta GA (-1.6% growth, 60.0% brand interest) and Baltimore MD (-10.2% growth, 53.0% brand interest)
In medium markets, Mattel shows significant decline with high brand interest: Albany-Schenectady-Troy NY (-13.8% growth, 56.0% brand interest) and Albuquerque-Santa Fe NM (-4.4% growth, 65.0% brand interest)
In small markets, Mattel shows significant decline with moderate brand interest: Abilene-Sweetwater TX (-100.0% growth, 0.0% brand interest) and Amarillo TX (-51.0% growth, 49.0% brand interest)
Mattel achieves significant brand interest gains in Bluefield-Beckley-Oak Hill WV (+51.0% brand interest growth, now at 100.0%) and Champaign & Springfield-Decatur IL (+12.0% brand interest growth, now at 63.0%)
Mattel shows accelerating brand interest growth in Bluefield-Beckley-Oak Hill WV (+104.1% growth, 100.0% brand interest) and Champaign & Springfield-Decatur IL (+23.5% growth, 63.0% brand interest)
Mattel maintains stable brand interest performance in mature markets: Albuquerque-Santa Fe NM (-4.4% growth, 65.0% brand interest) and Atlanta GA (-1.6% growth, 60.0% brand interest)
Mattel faces growth challenges in historically strong markets: Albany-Schenectady-Troy NY (-13.8% growth, 56.0% brand interest) and Albuquerque-Santa Fe NM (-4.4% growth, 65.0% brand interest)
Mattel performance in major markets: Atlanta GA (-1.6% growth, 60.0% brand interest, 2.7M TVHH), Baltimore MD (-10.2% growth, 53.0% brand interest, 1.1M TVHH), and Boston MA-Manchester NH (-8.7% growth, 42.0% brand interest, 2.6M TVHH)
Mattel shows positive brand interest growth in markets representing 26.3% of total TVHH coverage
Mattel maintains strong brand interest positions (>30% share) in key markets: Albany-Schenectady-Troy NY (56.0% brand interest, -9.0% change), Albuquerque-Santa Fe NM (65.0% brand interest, -3.0% change), and Amarillo TX (49.0% brand interest, -51.0% change)
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 3.3% average brand interest growth, showing exceptional performance in Albany-Schenectady-Troy NY (+25.7%, 44.0% brand interest), Amarillo TX (+100.0%, 51.0% brand interest), and Augusta GA (+19.4%, 43.0% brand interest)
In high-growth dma markets, Hasbro maintains an average brand interest of 50.7% with consistent performance across 48 markets
In direct competition, Hasbro outperforms Mattel with 29.2 percentage point brand interest advantage across 204 shared markets: Anchorage AK (gap: 0.0% brand interest, 0.0% growth), Bangor ME (gap: 0.0% brand interest, 0.0% growth), and Beaumont-Port Arthur TX (gap: 0.0% brand interest, 0.0% growth)
In select markets, Mattel outperforms Hasbro despite weaker overall growth (-7.4% vs +3.3% overall): Binghamton NY (Mattel: +0.0% growth vs Hasbro: -100.0% growth), Bluefield-Beckley-Oak Hill WV (Mattel leads: 100.0% share, +104.1% growth vs Hasbro: 0.0%, -100.0%), and Buffalo NY (Mattel leads: 73.0% share, +2.8% growth vs Hasbro: 27.0%, -6.9%)
Hasbro successfully defends market leadership positions while maintaining brand interest growth in Albany-Schenectady-Troy NY (maintained 44.0% brand interest, +25.7% growth), Amarillo TX (maintained 51.0% brand interest, +100.0% growth), and Augusta GA (maintained 43.0% brand interest, +19.4% growth)
Mattel successfully defends market leadership positions while maintaining brand interest growth in Bluefield-Beckley-Oak Hill WV (maintained 100.0% brand interest, +104.1% growth), Champaign & Springfield-Decatur IL (maintained 63.0% brand interest, +23.5% growth), and Chattanooga TN (maintained 79.0% brand interest, +38.6% growth)
Hasbro maintains strong brand interest position in key markets: Birmingham AL (40.0% brand interest, +17.6% growth), Dallas-Ft. Worth TX (38.0% brand interest, +18.8% growth), and Los Angeles CA (28.0% brand interest, +16.7% growth)
Mattel maintains strong brand interest position in key markets: Detroit MI (59.0% brand interest, +1.7% growth), Harrisburg-Lancaster-Lebanon-York PA (68.0% brand interest, +1.5% growth), and Houston TX (63.0% brand interest, +1.6% growth)
Mattel dominates head-to-head competition against Hasbro in 109 of 137 shared DMA markets, with superior brand interest in key battlegrounds: Bluefield-Beckley-Oak Hill WV (100.0% vs 0.0% brand interest), Buffalo NY (73.0% vs 27.0% brand interest), and Burlington VT-Plattsburgh NY (56.0% vs 44.0% brand interest)
Mattel demonstrates competitive strength with 158 high brand interest dma markets and 25 high-growth dma markets, notably in Albany-Schenectady-Troy NY (56.0% brand interest, -13.8% growth), Albuquerque-Santa Fe NM (65.0% brand interest, -4.4% growth), and Amarillo TX (49.0% brand interest, -51.0% growth)
Hasbro demonstrates competitive strength with 144 high brand interest dma markets and 47 high-growth dma markets, notably in Buffalo NY (27.0% brand interest, -6.9% growth), Burlington VT-Plattsburgh NY (44.0% brand interest, -4.3% growth), and Champaign & Springfield-Decatur IL (37.0% brand interest, -24.5% growth)
Hasbro maintains validated market dominance (>35% brand interest) across 19 key markets where it leads all competitors: Missoula MT (54.0% brand interest, validated dominance), Amarillo TX (51.0% brand interest, validated dominance), and Baton Rouge LA (55.0% brand interest, validated dominance)
Mattel maintains validated market dominance (>35% brand interest) across 142 key markets where it leads all competitors: Albany-Schenectady-Troy NY (56.0% brand interest, validated dominance), Albuquerque-Santa Fe NM (65.0% brand interest, validated dominance), and Atlanta GA (60.0% brand interest, validated dominance)
Major market competition: Hasbro and Mattel show significant brand interest performance differences in key markets: Charlotte NC (Hasbro: -6.8%, Mattel: +5.4%) and Orlando-Daytona Beach-Melbourne FL (Hasbro: -7.0%, Mattel: +5.3%)
Close brand interest competition between Hasbro and Mattel in highly contested markets: Anchorage AK (0.0% vs 0.0%) and Bangor ME (0.0% vs 0.0%)
Hasbro demonstrates category leadership at dma level with 0.2% average brand interest growth, showing exceptional performance in Amarillo TX (+100.0%, 51.0% brand interest), Augusta GA (+48.3%, 43.0% brand interest), and Baton Rouge LA (+17.0%, 55.0% brand interest)