Is Competitive Advertising Always a Zero-Sum Game?
Advertising Age: Competition From Everywhere Has Hasbro, Mattel In Toyland Showdown Mattel and Hasbro have a lot at stake this holiday season. The toy retailers expect to make 40% of their annual revenue in the next four weeks. The two have their plastic dukes out and are ready to fight. When it comes to competition, especially in an industry with limited players, it is only natural for brands to carefully watch what the other one is...