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
|
33 DMAs
7 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
112 DMAs
40 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
23 DMAs
1 State
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
38 DMAs
2 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 strong performance with 13.2% average growth across 51 markets (63.7% avg brand interest), with positive growth in 47 of 51 markets
Top performing markets for Mattel demonstrate exceptional results in Rhode Island (+42.9% growth, 20.0% brand interest, +6.0% change), Massachusetts (+42.4% growth, 47.0% brand interest, +14.0% change), and Maine (+32.6% growth, 61.0% brand interest, +15.0% change)
Mattel has 19 markets with high growth (>15%), 24 markets with moderate growth (5-15%), 5 stable markets (0-5%), and 3 declining markets
Notable high-growth markets for Mattel include Arkansas (+15.5% growth, 67.0% brand interest), Connecticut (+15.7% growth, 59.0% brand interest), and District of Columbia (+16.3% growth, 57.0% 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 demonstrates category leadership at state level with 13.2% average brand interest growth, showing exceptional performance in Arkansas (+15.5%, 67.0% brand interest), Connecticut (+15.7%, 59.0% brand interest), and District of Columbia (+16.3%, 57.0% brand interest)
In high-growth state markets, Mattel maintains an average brand interest of 61.4% with consistent performance across 19 markets
Mattel shows strong momentum with 13.2% average brand interest growth across key state markets: Rhode Island (+42.9% growth, +6.0% brand interest), Massachusetts (+42.4% growth, +14.0% brand interest), and Maine (+32.6% growth, +15.0% brand interest)
Mattel captured additional brand interest in 43 state markets, averaging +8.2% 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
33
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Los Angeles CA | 4,962,377 | 78.0% | +8.3% | +2.6% |
| Atlanta GA | 2,277,873 | 62.0% | +6.9% | +1.6% |
| Phoenix AZ | 1,818,040 | 72.0% | +4.4% | +9.1% |
| Detroit MI | 1,646,663 | 64.0% | +1.6% | +10.3% |
| Miami-Ft. Lauderdale FL | 1,462,825 | 66.0% | +6.5% | +1.5% |
| Sacramento-Stockton-Modesto CA | 1,276,768 | 67.0% | +4.7% | +4.7% |
| Greenville-Spartanburg SC-Asheville NC-Anderson SC | 805,248 | 65.0% | +3.2% | +10.2% |
| Norfolk-Portsmouth-Newport News VA | 656,362 | 61.0% | +7.0% | -3.2% |
High Growth Priority
Large markets showing strong consistent growth
112
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 65.0% | +18.2% | +10.2% |
| Chicago IL | 3,081,097 | 68.0% | +11.5% | +6.3% |
| Philadelphia PA | 2,642,616 | 66.0% | +10.0% | +6.5% |
| Dallas-Ft. Worth TX | 2,585,309 | 72.0% | +9.1% | +5.9% |
| Houston TX | 2,266,381 | 67.0% | +15.5% | +8.1% |
| Washington DC (Hagerstown MD) | 2,224,748 | 65.0% | +18.2% | +12.1% |
| Boston MA-Manchester NH | 2,206,762 | 50.0% | +42.9% | +8.7% |
| San Francisco-Oakland-San Jose CA | 2,204,229 | 64.0% | +12.3% | +0.0% |
Maintain & Optimize
Stable markets with consistent performance
23
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Denver CO | 1,523,659 | 67.0% | +1.5% | +4.7% |
| Memphis TN | 547,706 | 63.0% | +0.0% | +3.3% |
| Richmond-Petersburg VA | 516,962 | 64.0% | +1.6% | +3.2% |
| Dayton OH | 418,047 | 57.0% | +0.0% | -1.7% |
| Huntsville-Decatur (Florence) AL | 350,515 | 62.0% | +1.6% | +0.0% |
| Charleston SC | 339,966 | 61.0% | +1.7% | +1.7% |
| Monterey-Salinas CA | 197,948 | 67.0% | +1.5% | +1.5% |
| Wheeling WV-Steubenville OH | 108,851 | 100.0% | +0.0% | +0.0% |
Turnaround Priority
Markets requiring immediate attention / improvement
38
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Birmingham AL | 651,287 | 61.0% | +5.2% | -7.6% |
| Louisville KY | 612,910 | 56.0% | +1.8% | -11.1% |
| Wilkes Barre-Scranton PA | 501,832 | 64.0% | -4.5% | -1.5% |
| Savannah GA | 321,334 | 50.0% | -7.4% | -26.5% |
| Cedar Rapids-Waterloo-Iowa City & Dubuque IA | 306,748 | 46.0% | -17.9% | -24.6% |
| Ft. Smith-Fayetteville-Springdale-Rogers AR | 287,564 | 63.0% | -1.6% | -11.3% |
| Lincoln & Hastings-Kearney NE | 247,903 | 54.0% | -16.9% | -20.6% |
| Ft. Wayne IN | 242,556 | 56.0% | -20.0% | -6.7% |
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 strong performance with 13.2% average growth across 205 markets (62.5% avg brand interest), with positive growth in 144 of 205 markets
Top performing markets for Mattel demonstrate exceptional results in Beaumont-Port Arthur TX (+809.1% growth, 100.0% brand interest, +89.0% change), Eureka CA (+143.9% growth, 100.0% brand interest, +59.0% change), and San Angelo TX (+122.2% growth, 100.0% brand interest, +55.0% change)
Mattel has 78 markets with high growth (>15%), 50 markets with moderate growth (5-15%), 38 stable markets (0-5%), and 39 declining markets
Notable high-growth markets for Mattel include Abilene-Sweetwater TX (+58.7% growth, 100.0% brand interest), Albany GA (+78.6% growth, 100.0% brand interest), and Albany-Schenectady-Troy NY (+15.2% growth, 68.0% brand interest)
Mattel demonstrates strong market momentum with combined growth and brand interest gains in key markets: Abilene-Sweetwater TX (+58.7% growth, +37.0% gain, 100.0% current brand interest), Albany GA (+78.6% growth, +44.0% gain, 100.0% current brand interest), and Albany-Schenectady-Troy NY (+15.2% growth, +9.0% gain, 68.0% current brand interest)
Mattel successfully defends strong market positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 100.0% brand interest, +58.7% growth), Albany GA (maintained 100.0% brand interest, +78.6% growth), and Albany-Schenectady-Troy NY (maintained 68.0% brand interest, +15.2% growth)
In large markets, Mattel shows strong growth with high brand interest: Baltimore MD (+25.4% growth, 69.0% brand interest) and Boston MA-Manchester NH (+42.9% growth, 50.0% brand interest)
In medium markets, Mattel shows strong growth with high brand interest: Albany-Schenectady-Troy NY (+15.2% growth, 68.0% brand interest) and Cincinnati OH (+19.4% growth, 74.0% brand interest)
In small markets, Mattel shows strong growth with high brand interest: Abilene-Sweetwater TX (+58.7% growth, 100.0% brand interest) and Albany GA (+78.6% growth, 100.0% brand interest)
Mattel achieves significant brand interest gains in Abilene-Sweetwater TX (+37.0% brand interest growth, now at 100.0%), Albany GA (+44.0% brand interest growth, now at 100.0%), and Albany-Schenectady-Troy NY (+9.0% brand interest growth, now at 68.0%)
Mattel shows accelerating brand interest growth in Abilene-Sweetwater TX (+58.7% growth, 100.0% brand interest) and Albany GA (+78.6% growth, 100.0% brand interest)
Mattel maintains stable brand interest performance in mature markets: Augusta GA (-3.3% growth, 58.0% brand interest) and Elmira NY (-1.8% growth, 56.0% brand interest)
Mattel faces growth challenges in historically strong markets: Augusta GA (-3.3% growth, 58.0% brand interest) and Bangor ME (-21.8% growth, 43.0% brand interest)
Mattel performance in major markets: Baltimore MD (+25.4% growth, 69.0% brand interest, 1.1M TVHH), Boston MA-Manchester NH (+42.9% growth, 50.0% brand interest, 2.6M TVHH), and Cleveland-Akron (Canton) OH (+19.6% growth, 67.0% brand interest, 1.6M TVHH)
Mattel shows positive brand interest growth in markets representing 91.4% of total TVHH coverage
Mattel maintains strong brand interest positions (>30% share) in key markets: Augusta GA (58.0% brand interest, -2.0% change), Bangor ME (43.0% brand interest, -12.0% change), and Cedar Rapids-Waterloo-Iowa City & Dubuque IA (46.0% brand interest, -10.0% 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.
Mattel demonstrates category leadership at dma level with 13.2% average brand interest growth, showing exceptional performance in Abilene-Sweetwater TX (+58.7%, 100.0% brand interest), Albany GA (+78.6%, 100.0% brand interest), and Albany-Schenectady-Troy NY (+15.2%, 68.0% brand interest)
In high-growth dma markets, Mattel maintains an average brand interest of 75.8% with consistent performance across 78 markets
Mattel shows strong momentum with 13.2% average brand interest growth across key dma markets: Beaumont-Port Arthur TX (+809.1% growth, +89.0% brand interest), Eureka CA (+143.9% growth, +59.0% brand interest), and San Angelo TX (+122.2% growth, +55.0% brand interest)
Mattel captured additional brand interest in 127 dma markets, averaging +16.4% brand interest growth in key growth dma
In direct competition, Mattel outperforms Hasbro with 42.2 percentage point brand interest advantage across 203 shared markets: Alexandria LA (gap: 0.0% brand interest, 0.0% growth), Augusta GA (gap: 16.0% brand interest, 8.3% growth), and Bangor ME (gap: 14.0% brand interest, 48.5% growth)
In select markets, Hasbro outperforms Mattel despite weaker overall growth (-4.2% vs +13.2% overall): Augusta GA (Hasbro: +5.0% growth vs Mattel: -3.3% growth), Bangor ME (Hasbro leads: 57.0% share, +26.7% growth vs Mattel: 43.0%, -21.8%), and Cedar Rapids-Waterloo-Iowa City & Dubuque IA (Hasbro leads: 54.0% share, +22.7% growth vs Mattel: 46.0%, -17.9%)
Hasbro successfully defends market leadership positions while maintaining brand interest growth in Bangor ME (maintained 57.0% brand interest, +26.7% growth), Cedar Rapids-Waterloo-Iowa City & Dubuque IA (maintained 54.0% brand interest, +22.7% growth), and Columbia-Jefferson City MO (maintained 42.0% brand interest, +40.0% growth)
Mattel successfully defends market leadership positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 100.0% brand interest, +58.7% growth), Albany GA (maintained 100.0% brand interest, +78.6% growth), and Albany-Schenectady-Troy NY (maintained 68.0% brand interest, +15.2% growth)
Mattel maintains strong brand interest position in key markets: Baltimore MD (69.0% brand interest, +25.4% growth), Boston MA-Manchester NH (50.0% brand interest, +42.9% growth), and Cincinnati OH (74.0% brand interest, +19.4% growth)
Mattel dominates head-to-head competition against Hasbro in 160 of 173 competitive DMA markets, with superior brand interest in key battlegrounds: Abilene-Sweetwater TX (100.0% vs 0.0% brand interest), Albany GA (100.0% vs 0.0% brand interest), and Albany-Schenectady-Troy NY (68.0% vs 32.0% brand interest)
Mattel emerges as competitive threat to Hasbro with superior growth momentum (+13.2% vs -4.2%) across contested markets: Abilene-Sweetwater TX (Mattel leads: 100.0% share, +58.7% growth vs Hasbro: 0.0%, -100.0%), Albany GA (Mattel leads: 100.0% share, +78.6% growth vs Hasbro: 0.0%, -100.0%), and Albany-Schenectady-Troy NY (Mattel leads: 68.0% share, +15.2% growth vs Hasbro: 32.0%, -21.9%)
Mattel demonstrates competitive strength with 154 high brand interest dma markets and 77 high-growth dma markets, notably in Beaumont-Port Arthur TX (100.0% brand interest, +809.1% growth), Eureka CA (100.0% brand interest, +143.9% growth), and San Angelo TX (100.0% brand interest, +122.2% growth)
Hasbro demonstrates competitive strength with 30 high brand interest dma markets and 17 high-growth dma markets, notably in Yuma AZ-El Centro CA (30.0% brand interest, +900.0% growth), Joplin MO-Pittsburg KS (55.0% brand interest, +816.7% growth), and Laredo TX (36.0% brand interest, +800.0% growth)
Hasbro maintains validated market dominance (>35% brand interest) across 6 key markets where it leads all competitors: Providence RI-New Bedford MA (76.0% brand interest, validated dominance), Bangor ME (57.0% brand interest, validated dominance), and Cedar Rapids-Waterloo-Iowa City & Dubuque IA (54.0% brand interest, validated dominance)
Mattel maintains validated market dominance (>35% brand interest) across 171 key markets where it leads all competitors: Augusta GA (58.0% brand interest, validated dominance), Columbia-Jefferson City MO (58.0% brand interest, validated dominance), and Elmira NY (56.0% brand interest, validated dominance)
Major market competition: Hasbro and Mattel show significant brand interest performance differences in key markets: Atlanta GA (Hasbro: -9.5%, Mattel: +6.9%) and Baltimore MD (Hasbro: -31.1%, Mattel: +25.4%)