Mattel, Inc.: Play. Laugh. Grow. campaign

Kevin Teague

With the popularity of video games infringing upon the children's-toy industry, the largest toy manufacturers reported that the maximum age of children playing with toys dropped from 12 years old in 1981 to 8 years old by 2001.

Mattel, Inc.: Play. Laugh. Grow. campaign

Kevin Teague

OVERVIEW

With the popularity of video games infringing upon the children's-toy industry, the largest toy manufacturers reported that the maximum age of children playing with toys dropped from 12 years old in 1981 to 8 years old by 2001. Even for children under 8, traditional toys were losing ground to electronic learning toys, a category that increased by 60 percent in four years. The rise was attributed to the developing population of Generation X mothers, who valued toys that combined playing with learning. Mattel, Inc., led the toy industry with brands such...

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