CEO Bob Eckert set out to globalize Mattel beyond its foreign brand and subsidiary concepts to become a truly global company with a truly global strategy. Thunderbird helped by developing a customized global strategy and leadership program for Mattel execs.


Global Strategy

Situation

All over the world at this exact moment, millions of children hold a toy made by Mattel, considered to be the world’s premiere toy brand. Hot Wheels. Barney. Fisher-Price. And of course, Barbie. Yet despite the company’s brand reputation around the world, Mattel executives felt that its strategy was not global, that its roots as a quintessential American icon were holding it back. So several years ago, new CEO Bob Eckert set out to globalize Mattel beyond its existing foreign brand and subsidiary concepts to become a truly global company.

Thunderbird Approach

Working closely with CEO Eckert and Mattel’s senior management team, Thunderbird built a highly customized global strategy and leadership program lasting 4.5 days and including up to 45 executives twice annually. Designed around Thunderbird’s unique “deep client engagement” philosophy, the program:

  • Involves CEO Eckert and most of the senior management team, who attend the first 3.5 days to guide, observe and take part in the learning alongside Mattel executives.
  • Is driven by the unique needs of Mattel and includes sending key Thunderbird faculty to Mattel twice a year to unearth current challenges and industry changes facing the company – then evolving the program to fit those changes.
  • Focuses on Mattel-specific business issues, which translates into immediate value for the participants and the larger organization.
  • Connects classroom learning to daily business reality for Mattel, resulting in improved implementation of new strategic ideas at Mattel.

MATTEL Result

In addition to serving as the catalyst for continuous improvement of Mattel’s global business strategy, Thunderbird leverages a deep understanding of the needs of its organization to enhance program design and content and facilitate development of innovative solutions. The program has proved so successful that CEO Eckert has not only attended every single Mattel program at Thunderbird since they started in 2002, but says he has learned something new and valuable about Mattel’s global strategy every single time.

Bottom Line

Thunderbird can help you make the leap from being a company with a global presence to being a truly global company – by working closely with you to build a unique global strategy and develop global-minded leaders with the skills to achieve success.

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