Hasbro vs Mattel - Boy Toy | 2

Business Wars

Audible

History, David Brown, Business, Management

4.6 • 13.5K Ratings

🗓️ 25 March 2019

⏱️ 26 minutes

🔗️ Recording | iTunes | RSS

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Summary

It’s the 1960s and Hasbro is struggling. The pencil manufacturer turned toymaker hasn’t had a major success since Mr. Potato Head hit the shelves in 1952, and it’s starting to lose money. If the company doesn’t act fast, it’ll be headed for bankruptcy in no time.

Mattel’s “accessories sold separately” approach to Barbie has revolutionized the industry. Now Hasbro’s toymakers hope to replicate her success with a doll of their own—for boys. But first, they’ll have to get the green light from CEO Merrill Hassenfeld, who has one iron-clad rule about new toys: no dolls.

Meanwhile, Mattel’s about to roll out a hot new boy-themed toy of its own that will cement the company’s status as the world’s top toymaker.

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Transcript

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0:00.0	Hey, prime members, you can listen to business wars, add free on Amazon music.
0:04.8	Download the app today.
0:06.2	It's April 1963, and Hasbro Creative Director Don Levine is sitting in a small office in Midtown
0:20.6	Manhattan, and he's starting to wonder why the hell he's here.
0:25.2	Levine's been invited to the office by Sam Weston.
0:28.4	Levine's a licensing agent, a fixer who helps movie studios and supermodels get merchandising
0:33.6	deals.
0:34.6	But so far, Weston's just droning on about how much gear the military has.
0:40.5	That's not news to Levine.
0:42.3	He fought in Korea.
0:43.3	Sam, Sam, why are you telling me this?
0:45.5	Sorry, got off track.
0:47.3	So I'm representing a military TV show, and if you're pitching me a military toy, don't.
0:53.1	The market's saturated.
0:54.4	It's all been done.
0:55.8	Plastic soldiers, cap guns, everything.
0:57.8	Wait, wait, hear me out.
1:00.0	Barbie's the biggest money spinner ever, right?
1:02.7	Why?
1:03.7	Well, because girls don't just get a Barbie, they get all the clothes and accessories too.
1:07.6	Now, imagine this.
1:09.4	A rugged soldier doll for boys, with all the gear sold separately.
	...

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