Mattel Stops Toying Around With Channel, Sells Direct
Written by Evan SchumanOctober 28th, 2009
As major consumer goods manufacturers add more complexity to their Web sites, the temptation to abandon years of carefully orchestrated channel arrangements is intense. Despite futile resistance from retail partners, most of the largest CG manufacturers have started selling direct.
This week, Mattel--the $6 billion toy maker with brands including Hot Wheels, Matchbox, Barbie, American Girl, Fisher-Price and Tyco--joined those ranks and accepted channel conflict as it started selling directly through its Web site and social networking sites. The latest move will unveil a major Facebook presence for Mattel on Friday (Oct. 30).
This Story Is Only Available For Premium Subscribers. Click Or Login In Below To Read The Rest Of This Story.
Already a Subscriber? Login Here
One Comment | Read Mattel Stops Toying Around With Channel, Sells Direct
Leave a Reply
Readers, specifically those who want to comment on a story:
Our Comment SPAM system is getting very aggressive these days and has been blocking legitimate comments. If you post a comment and don't see it appear within 2 hours or so, can you please send a heads-up to customer-service@storefrontbacktalk.com? Ideally, please include the time you posted the comment. That will allow us to try and hunt for it. Thanks! P.S. We're working on fixing the system, but we don't want to lose any valuable comments in the meantime.
Our Comment SPAM system is getting very aggressive these days and has been blocking legitimate comments. If you post a comment and don't see it appear within 2 hours or so, can you please send a heads-up to customer-service@storefrontbacktalk.com? Ideally, please include the time you posted the comment. That will allow us to try and hunt for it. Thanks! P.S. We're working on fixing the system, but we don't want to lose any valuable comments in the meantime.
-Christine
October 29th, 2009 at 12:06 pm
If the pricing is significantly higher than retail, the site will definitely serve as a driver to other retailers – even online retailers. This will be similar to retailers touting “list price”. Retailers should like it.
As a research tool, their idea on play patterns should be interesting to follow as is their ShopTogether idea.
And if things go really well on the site and channels become more problematic, Mattel is prepared leverage the site for dirct sales via agressive pricing. Overall, it sounds like they are making a smart move.