) doll brand American Girl is all set to enter Canada through a
partnership with Canada's largest book, gift, and specialty
retailer Indigo Books & Music Inc. Starting spring 2014, this
Toronto-based retailer will showcase American Girl branded
products in its Yorkdale Shopping Centre, Toronto, and Robson
Mattel's Girls portfolio represents some best-selling doll brands
in the world such as Barbie, American Girl, Monster High, and
Disney Princess. Among these, the American Girl brand includes My
American Girl, the historical collection, and Bitty Baby.
American Girl products are sold directly through its catalog,
proprietary retail stores and website whereas its children's
publication is sold to specific retailers.
American Girl has been offering age-appropriate dolls,
experiences and books for almost 30 years. This product line has
contributed substantially to Mattel's revenues over the years. In
its recently-concluded third quarter, American Girl Brands leaped
20% to $122.3 million, of which Historical Character products
contributed 6%, 4% was due to higher sales of the 2013 Girl of
the Year, Saige, while higher sales of My American Girl products
We believe that the foray of this brand into the Canadian market
will be an added benefit for Mattel in the upcoming quarters.
Notably, Mattel's international business is expanding at a rapid
pace especially in Latin America, Eastern Europe and Asia. Mattel
has witnessed positive revenue growth internationally in some of
the recent quarters.
However, while Mattel normally takes the spotlight when it comes
to girls' toys, another toy company
), known for its boys' products is also gaining traction in its
girls' brand. In Hasbro's recently concluded third quarter, the
Girls category surged 29.0% thanks to products such as The Furby
and My Little Pony.
Mattel currently carries a Zacks Rank #2 (Buy).
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