Case $7$

Mattel Incorporated In $2019$: Hard TImes In the Toy Industry

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Randall D$.$ Harris

Texas A&M University$-$Corpus Christi

Jeffrey Wylie

MBA Student, Texas A&M University$-$Corpus Christi

Speaking to investment analysts on February $7,2019,$ Ynon Kreiz, the Chief Executive Officer $($CEO$)$ of Mattel Incorporated, said: "We're happy to announce our fourth quarter $2018$ results, which demonstrate meaningful progress in executing our strategy and significant improvement over last year."$1$ Beneath the confident tone, however, were some sobering results: a sales decline of $$300$mil for the company from $2017-2018,$ a $$500$ million net loss in $2018,$ and a messy bankruptcy and liquidation for one of the company's sales outlets, Toys $"$R$"$ Us$.$ These issues, combined with a global downturn for toy sales in $2018,$ gave a lot of urgency to Kreiz's turnaround efforts at Mattel. Still, there were some bright spots in the CEO's report to analysts: Fourth$-$quarter results for the compa

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