Hot Wheels to dress up kids in India

With the huge success of the Barbie range of dolls, clothes

and accessories, Mattel will enter the domestic kid’s apparel segment with the brands Hot Wheels and Fisher-Price. This is expected to happen by the year-end. Hot Wheels will have apparel, and Fisher-Price will have baby gear. Mattel, based in California, is also known for its other brands: Matchbox, American Girl, Power Wheels and a wide array of entertainment-inspired toy lines. In terms of revenue, it is the world’s largest toy company.

The Barbie doll line, begun in 1959, is responsible for more than 80 per cent of Mattel’s profits. The company has set up the brand ‘Barbie’ in a big way. They have Barbie Apparel, Barbie Back to School, and Stationery in the market. In fact, Barbie exists in 14 to 15 different consumer product categories now. Besides, the popular mobile game Angry Birds has been launched by Mattel. The company has a strong presence in the branded toys market in India. In India, Mattel does not have its own stores but sells through Lifestyle, Big Bazaar, Mom & Me, Crossword, etc. Among its offerings are WWE (World Wrestling Entertainment) characters like John Cena, CM Punk, Rey Mysterio and Great Khali. It also offers WWE championship belts and WWE breakdown brawl ring.