In an interview in the February issue of ToyNews, Allmark states that, with budgets having already been allocated for this year, 2010 will be when we see the first real indications of how much effect the economic downturn has had on the toy industry.

“Next year will be the year that we will see what people are planning and I can’t imagine too many people are going to be very bullish,” he said.

Allmark says core brands will be the key for Mattel this year, but he says the firm is best-placed to grab market share as part of any shake-up of the market.

“We’re not here on an annual basis, we’re here forever,” he added. “We see this year as challenging, but we’re optimistic and we’re even more optimistic beyond 2009.”

Read the full interview here.

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