Mattel promises Radica growth, increases TV spend

Mattel UK has revealed plans to double the Radica business - including a massive increase in TV investment for the electronic entertainment manufacturer.
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The integration of the two companies is now well underway - with the addition of Radica to the Mattel portfolio further strengthening its leadership position within the toy industry.

Mattel UK general manager Jean-Christophe Pean explained: "This acquisition has built on our already strong portfolio for 2007 and we are committed to driving the Radica brand forward and continuing to build on its success.

"We will achieve this through a major sales and marketing campaign, including a doubling of the TV advertising investment.

"Radica has seen exceptional growth in recent years and we plan to take its brands to the next level," Pean continued. "We are confident that a combination of Radica's expertise in bringing outstanding innovative product to market and our leadership position will enable us to develop and grow this category for the toy industry."

Recent data highlights strong sales for 20Q. Unit sales for the 'mind-reading' product have sent it to the top of the NPD weekly games charts and has placed the toy in pole position year-to-date (Games and Puzzles Supercategory, NPD Oct YTD 2006 and weeks 43 and 44).

The 20Q brand has grown an incredible 100 per cent year-on-year and other products, including the innovative Cube World and Digi Makeover, also continue to provide strong sales.

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