Can you believe it's already been seven years since Mattel launched Boom Co.? It seems like just yesterday. Think of how much the toy industry and retail landscapes have changed in those 7 years. Really gives you some perspective.
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What was "Sonic branding"? It sounds rad.
I’ll never forget the focus on “sonic branding” whilst no one wanted the f-ing toy. Absolute joke.
Wadleigh, the Juggernaut of Marketing? (his favourite buzzword)
Wadleigh never loses.
Wadleigh "pivots."
Initially Mattel’s strategy was to just be a number two in the category. The retailers were happy there was some competition in this space as well. A year later of course Mattel forgot they wanted to be number two in the category and retreated with their tail between their legs. Same exact story with Mega acquisition. All Mattel succeeded in doing with Boom Co was doubling the Nerf business for Hasbro. Hasbro continues to be thrilled with every decision Mattel’s non-toy leadership team makes.
I recall the darts made a very satisfying noise when they hit the floor, thanks to their thin, plastic body.
Doom co is about right. When Mattel showed this to buyers, the primary "hook" was that only our darts would stick to a special paper. Wow. Very underwhelming. Buyers halfheartedly agreed, but every single buyer warned "DO NOT ATTEMPT TO GO HEAD TO HEAD AGAINST NERF, YOU WILL LOSE." Can anyone guess what Mattel did?
the cool kids called this "Doom co"
BoomCo is a great new name for Mattel. Boom go the profits! Can't wait for the disastrous Q1 results on April 23. Who or what is to blame? Headwinds? Corona? TRU? Jojo's severance package? Whistleblowers? SEC investigation? Fraud? Lawsuits? Rock n' Play Sleepers? Inept leadership? Lack of experience? No common sense? So much blame, so little time! The suspense is k–ling me!