Mattel goes beyond toys

Mattel made partnerships with Brazilian companies to produce the mark Fischer-Price and invest in the childcare market (which includes bottles and pacifiers) and heavy (strollers).
The idea is to popularize the Fischer-Price in the country. Until 2014, the company intends to have more than 150 items with the brand in Brazil.
"We want the products are reference to mothers all day, not just at the time of the play," says the President of the company in the country, Ricardo Ibarra.
With groups like Grendene, Infanti and Biotropic, the brand comes into new categories of goods, such as shoes, party articles and baby monitor, among other items.
Since the first half, began to develop these new products. Some pieces have imported parts. "About 95 percent of the items that are not toys are manufactured in Brazil."
The expectation is that by the end of 2013 to be distributed more than 3 million units of products and toys of the brand in Brazil, a country with a greater variety of goods from Mattel.
In 2014, the company expects to grow about 30 percent in sales to retailers.