Description
SWOT ANALYSIS OF AM TOY
AmToy
American Greetings (sold to Tyco Toys in 1988; acquired by Parent Company Mattel in 1997 and merged with Fisher Price)
Category
Toy Brands and Manufacturers
Sector
Media and Entertainment
Tagline/ Slogan
We’re soft on kids
USP
Soft toys coming together with a wide range of accessories
STP
Kids who have a creative bent of mind and also those who loved soft Segment dolls with a wide range of accessories
Target Group
Young kids from upper middle class
Positioning
Soft and huggable toys of different varieties that kids “just love to love”
SWOT Analysis
1. Soft toys available with a wide range of accessories 2. AmToy also offered crayons and a wide variety of pre-school building block toys 3. Had a strong brand equity of American Greetings Strength 4. Had a wide presence across the US
1. Had a small target group – only preschoolers 2.Its main focus was on dolls, which further reduced its target audience Weakness 3.Did not have a broad product portfolio
1.Had a strong brand name at all stages of its life 2.Could have extended its product line further Opportunity 3.Could have leveraged on the American Greetings brand name
1. Other toys for preschoolers 2.Outdoor games Threats 3.Television
Competition
1.Barbie 2.Bratz Dolls Competitors 3.Madame Alexander
doc_790719915.docx
SWOT ANALYSIS OF AM TOY
AmToy
American Greetings (sold to Tyco Toys in 1988; acquired by Parent Company Mattel in 1997 and merged with Fisher Price)
Category
Toy Brands and Manufacturers
Sector
Media and Entertainment
Tagline/ Slogan
We’re soft on kids
USP
Soft toys coming together with a wide range of accessories
STP
Kids who have a creative bent of mind and also those who loved soft Segment dolls with a wide range of accessories
Target Group
Young kids from upper middle class
Positioning
Soft and huggable toys of different varieties that kids “just love to love”
SWOT Analysis
1. Soft toys available with a wide range of accessories 2. AmToy also offered crayons and a wide variety of pre-school building block toys 3. Had a strong brand equity of American Greetings Strength 4. Had a wide presence across the US
1. Had a small target group – only preschoolers 2.Its main focus was on dolls, which further reduced its target audience Weakness 3.Did not have a broad product portfolio
1.Had a strong brand name at all stages of its life 2.Could have extended its product line further Opportunity 3.Could have leveraged on the American Greetings brand name
1. Other toys for preschoolers 2.Outdoor games Threats 3.Television
Competition
1.Barbie 2.Bratz Dolls Competitors 3.Madame Alexander
doc_790719915.docx