Mattel Inc was incorporated in California in 1948 and reincorporated in Delaware in 1968. The Company designs, manufactures and markets toy products through sales to its customers and directly to consumers. The Company's operating segments are separately managed business units, consisting of: North America, which consists of the USA and Canada, International, and American Girl. The North America segment markets and sells toys in the USA and Canada through the Mattel Girls & Boys Brands, Fisher-Price Brands, and Construction and Arts & Crafts Brands categories. The products marketed by the International segment are generally the same as those developed and marketed by the North America segment, although some are developed or adapted for particular international markets. The American Girl segment is a direct marketer, children's publisher, and retailer known for its BeForever flagship line of historical dolls, books, and accessories, as well as the Truly Me, Girl of the Year, and Bitty Baby brands. The Company's portfolio of brands and products are grouped in the following categories: Mattel Girls & Boys Brands- including Barbie fashion dolls and accessories, Polly Pocket, Little Mommy, Disney Classics and High School Musical, Hot Wheels, Matchbox, Speed Racer and Tyco R/C vehicles and play sets and CARS, Radica, Speed Racer, Batman and Kung Fu Panda products and games and puzzles. Fisher-Price Brands -including Fisher-Price, Little People, BabyGear and View-Master, Sesame Street, Dora the Explorer, Winnie the Pooh, Go-Diego-Go! and See Say and Power Wheels .The North America segment competes with toy companies, including Bandai, Hasbro, Jakks Pacific, Leap Frog, Lego, MGA Entertainment, Spin Master, Tomy, and VTech, many smaller toy companies, and manufacturers of video games and consumer electronics. The International segment competes with toy companies including Bandai, Hasbro, Lego, MGA Entertainment, Playmobil, Tomy, and VTech, other national and regional toy companies, and manufacturers of video games and consumer electronics. The American Girl segment competes with companies that manufacture girls' toys and with children's book publishers and retailers. The Company's products sold in the USA are subject to the provisions of the Consumer Product Safety Act, as amended by the Consumer Product Safety Improvement Act of 2008, the Federal Hazardous Substances Act, and the Consumer Product Safety Improvement Act of 2008.
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