Mattel has many core brands that are popular worldwide. However, exploring more technologically advanced and interactive toys, can prove challenging. Technology, has become an innate part of the family environment. Therefore, it is imperative to first, analyze the application, there are many approaches to exploring more technologically advanced and interactive toys to develop its product strategy. For example, if we take a look at Hello Barbie, it does not exactly fit into the smart and creative category. Additionally, the prototype that Mattel showed at the Toy Fair was more like a multiple-choice machine, asking children specific questions: “What is your favorite part about the city — the food, the fashion or the sights?” A key problem is that it is the doll, not the child, that drives the conversation. Consequently, in this case the technology gets in the way of imagination. More importantly, we know that children love to use their imagination. Nevertheless, it’s also a practical learning tool. Our ability to imagine that objects can be something different from what they really are is essential—it’s one of the things that makes us human, our capacity to see tools and solutions in places and objects that aren’t obvious. Imagination, and imaginative play, is crucial to learning. It’s also simply a lot more fun (Lau & Mehlsen, 2015). …show more content…
Moreover, all toys should be tested as the company has dealt with many lawsuits related to the product quality (Ferrell & Hartline, 2014). Mattel should also collaborate with experienced suppliers and refuse to accept products and materials that do not correspond to health and safety standards. Such approach to the product strategy will help to avoid the dependence on contractors, test the products itself, prevent the use of unauthorized subcontractors, and control manufacturing (Kell,