Thread regarding Mattel Inc. layoffs

"Media Impressions"?! Are you kidding? Typical Millennial Marketing bs. Because they cannot quantify the ratio of marketing spend to revenue, they distract with trying to measure some other way. THERE IS NO OTHER WAY to measure success than in revenue, you putz.

If you can't draw a connection between marketing to sales PRECISELY, then you don't belong in a consumer products company. Go work with some internet start-up that thinks value is in downloads and clicks. Yeah, that worked well for SnapChat, which is about to go out of business.

"stay focused on what matters"

Can someone tell me what exactly it is that matters, it's becoming less and less clear with each presentation.

I can't believe you're debating media impressions. This is what is wrong- stay focused on what matters.

The last poster is confused. If that Barbie story had 5 billion "media impression" by no means does that mean 5 billion people saw the content. Content "reach" is the number of unique people who see your content. "Engagement" is the number of people who interact with content by liking or sharing or commenting on it etc.

Reach and engagement are the two metrics that matter. A "media impression" is basically a meaningless number at means the number of times your content was displayed. So lets say Yahoo's sites get 150 million visitors each week globally, and the Barbie story in question was somewhere on that page for the entire week, then that would as 150 million media impressions because it was displayed each time. Multiply that over the hundreds of websites that ran content related to that particular story, and social media etc. etc. it's possible to get to 5 billion impressions without having a reach or engagement of 5 billion people.

That being said it's still a little hard to believe, since typically events like the Super Bowl tend to generate around 5 billion or so media impressions. I guess we will have to give Barbie the benefit of the doubt since she certainly has much more international appeal then the Super Bowl outside of the US.

It's unclear exactly how Mattel calculates "Media Impressions", but the claims regarding them are often pretty unbelievable. After the Barbies New Body campaign from a few years back, the company regularly touted a total of 5 billion media impressions associated with the Time magazine cover story and associated online and print media coverage.

5 billion media impressions, in a world with a total population of 7.5 billion, out of which 3.5 billion have access to the internet. So according to that 5 billion number, every single person on Earth who has access to the internet saw that Barbie story plus an additional 1.5 billion people, who we can assume are so destitute they they don't have any means of getting online, also saw the Barbie's New Body story, I guess in the local paper or on TV or something.

To put this in a bit more perspective, the EU population is 750 million, the USA is 325 million, the entire continent of Africa is 1 billion. China, the most populated country on Earth is 1.3 billion. India, another 1.3. And even if every man, woman, child, baby, and geriatric, in EU, US, Africa, China and India all somehow saw this news about Barbie, you'd still be about 500,000,000 people short of the 5 billion claim made by Mattel.

To answer your question, generally a single ad click online is considered to be worth about .05 cents. Assuming people clicked through some link to read about the Barbie story, the impressions generated around the Time magazine cover and subsequent 5 billion media impressions would have cost Mattel around $250 million dollars if they were to have bought each view through traditional online ads.

"Finally, new Ken dolls, whoes launch generated literally over a billion media impressions world wide."

How many cheeseburgers can one buy with a billion media impressions?

That's a pretty pessimistic prediction, even for someone posting here.

The leadership has made is crystal clear that the less then stellar Q1 was a result of too much inventory overhang from last Xmas, overhang that has since been dealt with and is no longer a factor.

This fact has been stated several times by top execs, both in internal meetings and at the Investors day conference call.

So with the inventory overhang in the rearview mirror, consider all the positive factors in Q2. Cars, effectively the most successful toy sales driving franchise in history.

Wonder Woman, a smash hit at box office, with merchandise sales to match. How many little girls have you seen out and about wearing WW costumes? They are all buying dolls too, which ones do you think they are begging for?

Fast and Furious, also one the the biggest franchises in Hollywood, first year Mattel has this license.

Finally, new Ken dolls, whoes launch generated literally over a billion media impressions world wide.

I can't speak for what's going on at FP or other divisions, but at least at Mattel things are firing on all cylinders.

Why would anyone worry about turning the company around? The execs still get their millions whether the company does well or not. They know they have years to s---le before the ax falls. When it does they parachute away with more gold than they can carry.

Might as well chillax, vacation on the company dime at Milan Fashion Week, and leverage your position for seats on Boards of other companies. In a two year period they will make more than you minions make in your lifetime.

What's to worry?

No worries as the 3 Stooges will do there usual propaganda number spin & the hand picked so called investors will ask their usual softball questions.

Funny how the TV Show "winner" is already in closeout and all the DPCars left over inventory will end up the Christmas Tent of Shame @ year end along with the the unsold ToyLitterBox crap. Yikes.

Let the cliches begin.