Read the article and answer the questions below:

Barbie is becoming less techy. Mattel Inc. Chief Executive Margo Georgiadis is shutting down products with extraneous technology from its Barbie lineup and elsewhere in the toy maker's portfolio. Instead, the former executive of Alphabet Inc.'s Google is focusing on more proven play patterns like a Barbie line focused on baking and cooking, another featuring different occupations like beekeeping, and products backed by strong media content. Gone is an attempt to launch a Hologram Barbie that the company showcased last year that was to cost a couple of hundred dollars. It also axed a high-tech line of baby monitors called Aristotle. Ms. Georgiadis, who joined Mattel last year, felt that Mattel too often tried to incorporate technology into toys without considering whether it was a good fit. "It's a good one-off but not a platform that we could create a sustained experience over time," Ms. Georgiadis said in an interview at Mattel's showroom at the North American International Toy Fair in New York. Ms. Georgiadis is trying to narrow the focus at Mattel, which has struggled in recent years as it lost key licenses to rivals, failed to revive struggling brands and shuffled through three chief executives in as many years. Before Ms. Georgiadis arrived, Mattel also flooded retailers with a number of new products, many of which had little staying power and added complexity to the organization. Ms. Georgiadis is trying to rein in that complexity by reducing the number of items it sells, divesting smaller brands and shutting down other product lines. "It's editing," she said of her view of Mattel's lineup. Mattel showed off a more curated selection of its upcoming toys Friday ahead of a meeting with investors. Barbie's selection lacked the high-tech gadgets of prior years. Its main lineup was tied to cooking and baking, a traditional play pattern for young girls and one that takes advantage of popular television-cooking shows. The products include an ultimate kitchen with a Barbie-branded moldable compound where children can make pretend sandwiches, waffles and pies. Another focus is on play sets involved with different careers, like farming and a veterinarian. Mattel also is continuing to add more Barbie dolls with different skin tones, hair colors and body types to its Fashionista line. Separately, Mattel is trying to tie its toys more closely to more compelling content. The "Thomas & Friends" show is moving to a new television channel, Nick Jr., and will feature more female train characters and include episodes in new places instead of the familiar Island of Sodor setting. The Thomas toys reflect the changes, with new characters and play sets. That doesn't mean tech is absent from new toys. Mattel is coming out with toys like dinosaur drones based on the upcoming Jurassic World movie and an augmented-reality Hot Wheels racing game. The stakes are high for Ms. Georgiadis and new members of the management team she has assembled. Since she joined Mattel about a year ago, the company has suspended its dividend and cut costs to try to free up money needed for the turnaround. Mattel continued to struggle last year as it tried to manage down excess inventory at retail and had to cope with the bankruptcy at Toys "R" Us Inc., which hurt sales at the toy retailer. The company's sales fell 11% last year, its fourth-straight year of declines, and sales were surpassed by rival Hasbro Inc..

Answer the questions:

- Mattel's strengths, weaknesses, opportunities, and threats

- Recommendations you have for Mattel's marketing management

- What market research do you think toy companies should conduct to understand how today's children are playing