Barbie is #1 in children’s minds for its unique points of parity and difference. They’ve distinguished themselves by differentiation through their doll’s signature look catered towards every preference in its wide selection and fabulous outfits. They expanded into the movie market and built off of the original Barbie through show-casing its Barbie movies which differentiates its dolls from competition in the industry. Likewise, its collectibles sold and advertised separately such as the Dream House, Ponies, etc. Zooming out to observe the bigger picture, Mattel is extremely successful as a leader in its niche through their “multi-brand” strategy. This entails the introduction and development of multiple brands which don’t compete together in the same niche. An example is that Hot Wheels doesn’t compete with Barbie in the eyes of children. Furthermore, the toys by Mattel are kept up to date which involves creating and stocking up on new dolls to reflect the characters of recently popular movies which is very attractive in the eyes of kids because it brings their movie heroes “to life”. In conclusion, Mattel is accomplished in its field as they have followed various strategies in marketing to maintain their leadership in the market.