Background: JAKKS Pacific Inc. is a toy company that was established in 1995 in Santa Monica, CA. JAKKS Pacific Inc. designs, produces, markets, and distributes toys. Their primary competitors in this billion dollar industry are Mattel, Namco Bandai, Lego, Hasbro and JAKKS Pacific. Mattel is the industry leader with the highest revenue amongst the major toy companies in 2016. Lego, known for its interlocking plastic bricks, is second. Namco Bandai ranked third in terms of revenue. JAKKS Pacific is fourth and Hasbro is last (Duncan). Current Strategic Position: JAKKS Pacific’s strategy is to sell toys and other related items that their business produces. One of JAKKS Pacific Inc. strategy involves licensing of their well-known brands. Some of the brands they …show more content…
Mattel Inc. is a global learning, toy, and entertainment company. Mattel has successful and popular brands such as American Girl, Barbie, Fisher-Price, and Hot Wheels. Their brands surpass JAKKS Pacific Inc. and provide a real threat to them (Overview, 2017). 2. Hasbro is a global toy and entertainment company for kids and families. Hasbro has popular brands such as Monopoly, My Little Pony, Nerf, Play-Doh, and Transformers. They also have Hasbro Studios that is producing content for screen. They are a direct competitor to JAKKS Pacific Inc. (Corporate, 2017). 3. Marvel Entertainment is a subsidiary of The Walt Disney Company. It is one of the world's most prominent character-based entertainment companies that are built on a proven library of characters that are featured in a variety of media (Company Info, 2017). Marvel’s movies are extremely popular and are smashing box office records. Marvel’s movies and entertainment is in direct competition with JAKKS Pacific Inc. movies venture. 4. Lego is a Danish company, known for its interlocking plastic bricks, is a powerhouse in the toy industry. Their revenue globally is very close to Mattel and outranks JAKKS Pacific Inc.