Interesting post from the MCCH…………..

Just visited out of couriosity…..and found this thread: quite a damning verdict, even by the Chief Pooh-Bar:

This is an interesting thread from the MCCH –

Open letter to Mattel.

09-07-2011 04:07 PM
bradcoll1170
Open letter to Mattel.

Dear Mattel,

Recently you announced a change to the Matchbox basic range to help increases sales, now some will agree and others will not as to whether this is a good idea or not, I guess only time will tell. However before making any changes to the line maybe there is one other aspect of selling Matchbox that you need to look at in a very serious way and that is distribution.

In the course of my job I need to travel, sometimes quite a lot. Last week I drove nearly 2000 kilometres stoping at nearly 20 different towns in southern New South Wales, Australia. At each stop I visited a variety of the major stores that stock your product, namely Coles, Woolworths, Safeway, Go-Lo, BigW, K-Mart, Myer, David Jones, and Target as well as some independant stores as well, at an average of 3 stores per town this means that over the course of 1 week I visited nearly 60 different shops across thousands of kilometres to purchase Matchbox.

Now why write this letter, well thats easy I came home with exactly zero Matchbox cars in my suitcase, considering how many places I stopped at, that is an astonishingly bad thing for such a great product. I grant you that some of these store are owned by the same parent company and therefore most likely use the same distribution channels, but that does not apply to all of them. Most of these stores are independant of each other and would use different warehousing and supply setups, this means that the one common factor effecting all of these stores is the distribution method used by Mattel Australia.

Further to this, I also noticed that in most of the stores the product was very thin on the ground, being that a lot of them had several pegs dedicated to Matchbox but with only 1 car per peg left on display, obviously the stores are trying to space out what they do have to make it look like it is full, but this only goes to show that they could sell the product if it were delivered to the store. Also the latest cars that I did find were those from Batch A 2011.

So in conclusion, I think that whilst changing the line may or may not help sales (time will tell) the bigger problem that needs to be addressed is the distribution method Mattel uses. Of course this may not be the case everywhere in the world, but certainly in Australia there seems to be a major problem that you need to address if you want to increase sales

09-07-2011 05:01 PM
frankie
Re: Open letter to Mattel.

I’m not so sure that the distribution method should be blamed on Mattel. The main focus for blame should be the stores themselves who are the ones who do the ordering and placement in their respective departments.

If a store orders too much, then they won’t put out newer stock until the old stock is low – depending on how much peg space they are allocating. If a store orders too little, then the stock will be depleted quickly and you will have empty pegs until the next order is placed.

Perhaps an open letter to your respective retail stores are in order?

Frankie

09-07-2011 06:21 PM
cdg_
Re: Open letter to Mattel.

No, i’d have to say its mattel.

MB supply has been poor everywhere this year in Oz. I do diecast ‘runs’ and see hw fully stocked, and MB very poorly stocked. I’d really be curious to know if Mattel Oz have received ANY new stock in say the last 3 months.

When the rest of the toystore or toy area is well stocked, stock faced up to present well etc, and you see one or two lonely mb, or empty pegs with one each – then its not the retailers fault.

I read plenty of posts about how more MB could be sold, but its pretty simple – supply the stores with stock and watch it sell.

09-07-2011 06:31 PM
94SS
Re: Open letter to Mattel.

I believe Brad is correct….distribution still sucks big time most places outside of the US. Unless one has traveled outside of the USA, it is hard to agree but I have seen it all over Europe with my own eyes. And it was never this way in the 70s- 80s….
Quote:
Originally Posted by frankie View Post
I’m not so sure that the distribution method should be blamed on Mattel. The main focus for blame should be the stores themselves who are the ones who do the ordering and placement in their respective departments.

If a store orders too much, then they won’t put out newer stock until the old stock is low – depending on how much peg space they are allocating. If a store orders too little, then the stock will be depleted quickly and you will have empty pegs until the next order is placed.

Perhaps an open letter to your respective retail stores are in order?

Frankie

09-07-2011 07:00 PM
sschevyman
Re: Open letter to Mattel.

Speaking of peg space as well, my super WallyMart has 1 peg space row wide and 3 pegs tall of matchbox. They did have 3 tall and 3 wide before the reset. Not Good!!!!

09-07-2011 07:12 PM
administor
Re: Open letter to Mattel.

The bottom line is, “I cannot buy what I cannot find.”

If there is a disconnect between Mattel and the consumer, there may be reasons for it. But, blame is only left to those that have fingers to point. Mattel is failing to get the product to those who would buy it. It matters not if we get horrid Zero City Versions, or wonderful realistic cars… The space is not there.

Uncle Wally’s super stores here have reset with three pegs for Matchbox. (From six feet of retail shelf space to two, and shared.)Johnny Lightning and Maisto have dozens of pegs. Hot Wheels basic is cut to half, with odd “play value and expensive” wall hugger thingies…. (Guess who has mostly realistic cars like race cars, police, Trucks, American Iron…. Not Matchbox.)

Mattel/Matchbox has redesigned themselves right off of the store shelf. I do not hold much hope of anything improving short term.

09-07-2011 07:37 PM
Dragon
Re: Open letter to Mattel.

Since this thread is going in a new direction…. I was at Wallys the other day and thought I’d check for new MB. Went to the toy section….. No Matchbox, there was a new brand of diecast with more space. Looked around and found MB in a new location and way reduced space. Nothing new (surprise). I’m wondering if WalMart is in the process of getting rid of MB altogether.

On the distribution, it’s not all that bad. I mean the new stuff does get here, eventually. Just takes weeks/months to hit here after it’s been seen in other parts of the country. One store will get the new batch (and it’s gone in days) well before the other stores….. then weeks later it shows up somewhere else. For weeks the pegs will be near empty with no re-stock, them Bam they are full for a few days.

On another note, I think the way Mattel package the “assortments” has a lot to do with peg after peg of “old” cars. With only one or two of each new car per box and multiples of “older” cars it’s no wonder the pegs get loaded with cars we already have.

Ed

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One thought on “Interesting post from the MCCH…………..

  1. OMG even the mighty one from the next Spog Bol Western is daring to critiise Mattel.What are the guys in coats going to do when they cannot find there weekly fix.

    To be quite honest I hope Mattel pull the line rather than piddle about with it.Plenty of better stuff to collect in internet land.I am past caring and lost all interest in MB,scalp the black Mini Vans when I can but to be honest not many of them around these days.

    Like

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