Promotions: Mattel Hot Wheels Driving License

Hot Wheels die-cast metal cars were launched by Mattel in India in 1990. They were positioned as high speed international cars for boys 3-12 years old. By 1992, the brand has attained about 10% share with competition largely coming from smuggled goods of MatchBox and Corgi from Hongkong, Taiwan, and Singapore. Mattel faced two main …

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Brand Licensing

Brand Licensing is a strategic relationship between a brand owner (licensor) and a manufacturer (licensee) in which the licensor grants the licensee the right to manufacture and distribute specific products or services under the brand name. For example, Timex Group has recently acquired license from the International Cricket Council (ICC) for launching merchandise using the …

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