The EMEA operation was the fastest-growing international segment of the business.
Last week, Mattel unveiled its Q2 results, which saw the company continue its recent progress with worldwide gross sales increasing 1%. Encouragingly, the EMEA operation outperformed the company as a whole, and was in fact the best-performing segment of the overall business during the period.
Mattel EMEA’s gross sales growth was 7% as reported (13% at constant currency), with the strong performance driven by core European territories (UK, France and Germany), which are proving to be the most consistent performers outside the core US market.
Doll category gross sales grew by 6% globally, with Barbie the key driver in this category; the brand performed particularly well in the UK market, where it is growing faster than in any other European territory. Enchantimals also continues to perform well, while the launch of Polly Pocket shows highly encouraging signs for the successful revival of the iconic brand.
Elsewhere, vehicle category gross sales grew by 3% globally, while Action Games, Building Sets and Games combined gross sales increased massively (23%). The Jurassic World and Toy Story 4 ranges played a key role in the significant growth of this segment for Mattel, with both ranges said to be outperforming previous iterations of the brands, reflecting the strength of the design, development and marketing of the ranges. While both properties have extensive licensing programmes, Mattel is confident that is has established itself as the leading partner for both brands.
Overall, the results reflect the emphasis which Mattel has placed on getting closer to its retail partners, giving them what they need to best service their respective customer bases.