China sales aren't all fun, games to Mattel

Barbie Factory moved in ephemeral space from October 19th to 28th 2013 in Saint Germain des Pres in Paris, France, Oct 18, 2013. [Photo/icpress.cn]

Mattel Inc, the world's largest toymaker by sales, will triple its sales in China in 2013 compared with 2010, said a senior official with the US company.

"China is growing in importance for Mattel," said Peter Broegger, senior vice-president and general manager of Mattel in the Asia-Pacific region.

Mattel is expected to see its 2013 revenues in China equal the combined sales of 2012 and 2011, Broegger told China Daily on Wednesday.

The Chinese market is very promising for the maker of Barbie, Monster High and American Girl and its market share in China keeps growing, he said.

"The huge kids population, fast-emerging middle class and their growing income in China provide business opportunity for us," Broegger said.

The company's strategy in China is expanding distribution and creating demand for its products, he said.

Mattel tries to engage potential Chinese customers through activities such as Barbie live shows, Thomas town and Barbie traveling music, as well as online interaction.

The company also sponsored the China children development seminar to discuss children's demands and education on Wednesday.

However, all foreign toymakers, including Mattel, have to deal with certain challenges in China.

"The large foreign toy companies have not got huge profits from China yet, although the market has great potential," said Zhang Yuanmeng, director of China Research Center for Children's Industry.