Big presence for Mattel at the Toys Milano 2017 event.
Mattel Italy were present at the Toys Milano event (16-17 May MICO Milano Congressi), the innovative occasion for professionals in the toys industry to meet, exhibit their products and to inform buyers of all upcoming news for Christmas. Organized by the Salone Internazionale del Giocattolo in collaboration with Assogiocattoli, Toys Milano is a unique event in the Italian panorama, reaching its second edition and proving unmissable for whoever wants to enjoy new business opportunities.
The commercial team and the marketing team were present at the Toys Milano event with the goal of presenting operators in the Toy market with the Mattel Italy strategy.
“We were particularly proud to participate in this edition of Toys Milano” says Dimitri Elaiotrivaris “It is a moment for reflection and sharing between the industry’s many companies and also for our Clients, at a particularly important time of year. The event allows us to better understand the dynamics of the market. A B2B occasion, through which we have been able to meet clients, to communicate our future releases and supporting activities, to illustrate our strategies to potential and existing buyers in the best possible manner”.
The 2017 edition of Toys Milano saw the core brands as protagonists for Mattel Italy: Hot Wheels, the iconic line of model cars, which is celebrating its 50th anniversary in 2018, and that registered very positive performance in 2016 and mentioned forecasts for 2017; Barbie, the #1 fashion doll on the Italian market that is registering increasingly positive performance thanks to the incredible marketing support. Investment in TV and PR campaigns with a strong impact have majorly supported Barbie’s brand positioning. Last but not least, the preschool segment with Mega Bloks, Thomas and Friends and, above all, 
Fisher Price, the brand that powerfully grabbed the attention of the sector with the product launches that give a new definition to the concept of play. Fisher Price’s 2017 will be focussed on innovation thanks to the launch of Roby Robot, a robot that interacts with children and expresses its emotions through 80 different facial expressions based on the actions that it is performing. Present at the Mattel stand were also the Licensing Team (Victoria Licensing & Marketing), as integrated with Mattel team sales & marketing as ever, to present the key driver toys in the Consumer Products category.
Licensing is the fundamental lever for the continuous development of the popularity of all of the Mattel brands, for the various targets of generation. Development of iconic and innovative projects in the main retail categories is a constant job in strategic planning for the brand for Mattel, and this contributes to the strength of the brand itself.
Confirmation for the core brands but not forgetting the new important launches such as, in the Girl’s world, Enchantimals, the line of dolls that was born by a Mattel Creations production. Ruth Henriquez tells us about it: “Enchantimals tells the story of the adventures of a special group of friends that take care of and protect the enchanted forest. The main focuses of this line are friendship and love that girls have for animals. We maintain that, thanks to the themes that we are dealing with, this property can absolutely enjoy great appeal for girls, but it will also be well received my mothers for its positive values. This is a line of high playability that is launching in July. It will enjoy a massive ad campaign through traditional and digital mediums that will strengthen on air content (a special 60 minute campaign and a series of digital content) and important partnerships” continues Henriquez “Toys Milano has been an ulterior opportunity for us to illustrate our new mission to retailers “to inspire the magic of infancy” that, from last year, has become our mantra, our approach to the market: to continue to fulfill the imagination of infants”.
An important portfolio of the brand that enjoyed much success throughout last year, and that promises to offer new and different opportunities for development both from a product and event point of view.
