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Well -- just three more weeks before Christmas and -- to give the child who has everything or just tell them what some really nice -- we've got look at them with a holiday season's hottest toys and one of the topics this year.
-- but genetics and joining me now is Neil Friedman president of Mattel brands the maker of thing imaging and so many other toys Neil thanks for joining us.
I wanna start -- -- the whole idea about.
How long ago did somebody come to you wouldn't say hey we've got these thing -- -- How much lead time do you do you do you need because you don't know what the kids alike and this is the hottest boy this year.
But both well first off thank you for having me -- -- the jigs are an interesting product and but.
From a lead time standpoint typically what we do to do let brainstorming so if this came out which ended in -- we showed for the first time the -- -- February 2010.
We actually started in fourth quarter of 2008 so -- October.
We start looking at airlines thinking about what's what we need to replace what -- we wanna go put in.
And and what is interesting from either coming from -- internal designers.
Who were coming from the outside inventors and so when you get -- way.
That when you present we present the monthly as we keep winning then airline.
You get a -- that that that makes everybody smile.
Whether it's an adult or child you generally know you have something really special.
And when you play with these they're just really special they make everybody smile that they're kind of addictive you can't put him down.
So it started -- October of 2008.
And that we refine the line all the way down until October of 2009 we start showing it to our our major retailers.
And error -- medium -- retailers and this was one that made everybody smile.
No matter whether it was a US based customer or whether it was an international customer and basically this was universally loved.
So we knew we had a pretty good hit on her hands.
And what this is one.
Who loves these are are you talking to work.
Adult to what was that Tom Hanks movie you know Orton who has made the merger would beg to be a kid or you or do you have -- rooms were you Google's focus groups behind one way mirror with the children find out what their life.
We actually have -- labs that every one -- -- locations.
And we let the children play with that but you also get to see the their parents.
As as they look at these toys as well.
And even them moms don't wanna put these -- because they're just fun what do they do just about what today got a bit depth they just basically they're saying they think everything they they had they have the -- lane where Asia.
They they will sing a song and they will harmonize.
So if you press their belly.
And if you press to a bloom Phil harmonize.
How does that -- know how to harmonize with this one because there there in the -- mode.
And when their harmonize mode they both will harmonizing -- all set up so that they can harmonize either in either individually or all together.
And and if you have more of them as a matter of fact they were on the Ellen show she had 300 of the studio audience all having these harmonize and they harmonized together -- all harmonized together it was it was very very funny and then if you.
If you get him to.
-- -- -- -- -- So when you get when you get kids playing together Brothers sisters or friends or whatever it is they have these things and it just it just becomes.
A crowd of of saying it would take to sing along with the -- and and whether they're little kids who were.
My two daughters at ten and thirteen year old both love it as a matter of fact I gave each of each -- one last night.
How do they but but -- did how do you know.
It's kind of like doing a hit TV show or rolling out an automobile of the 2015.
Model -- mean when you start -- this thing and -- wait.
You must get a lot of proposals from people -- inventors and so forth the company with these things and you look at in the ago.
Why -- of that one about what to do with it.
-- you know we we look at him we have we have.
Besides the -- -- -- we have our own internal designers.
And had to design that are really really good at selecting toys as well as we have -- -- in invention.
And and there and our own executives who -- also pretty good with toys as well.
It every one of them to a person loves this item and we did so we knew right away we had -- hit it was just a matter of how do we want to market it.
Is the hottest it's -- that it must be your.
Your goal is to have the hottest toy every year but -- -- -- it is not here do you what do you get big -- -- -- would -- got Mickey Mouse and get over there.
But where's Barbie -- I've always said party has held Mattel.
Alive for more than any other -- Well she has she actually is 51 this year if you -- fiftieth anniversary last year.
And and was as big year as we've had in in a long long time Barbie is back she's a cultural icon and she's doing just fabulous.
Well congratulations on on having the hottest -- but but.
So it becomes hot and once you know what's hot and now you're -- retailers are calling you saying we need cases more how do you ramp up so quickly.
Will this one we were fortunate because we knew in advance that everybody was really going to be put major support behind it's a week.
We were able to build what we think is -- -- good enough supply whether it'll be at the end and at the end of this month.
Who knows but right now there's still there's still also.
I got there is there -- a little bit of a game though maybe not having -- -- it was supplied to make it even hotter because it's hard to get that that's sort of -- this isn't hard to get I've -- now they know it's not because we did supply it pretty well even if it's -- do you do that hold back a little -- no -- we try to quit we never wanted to support a child who want to -- we always -- -- make sure that we have the right supplies that we we make the best system we can based on what the consumers who want what the retailers.
Are telling us and we try to supply to that level.
Neil Friedman president Mattel congratulations on the hot toy thank -- -- you letter you've.
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