Word: mattell
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...winter that followed. They admired Atari's pioneering home video game, Pong, and they made a fortune on an imitation named Telstar. But they overinvested in that, lost $22 million in 1978 and nearly went bankrupt. Then they gambled heavily on ColecoVision, which could play both Atari and Mattel games. It is still selling well (1.9 million units...
...such classics as Space Invaders and Asteroids, has lost $356 million so far this year, dropped 3,000 employees from its payroll of 10,000 and finished moving all its manufacturing facilities to Hong Kong and Taiwan. Plagued partly by sluggish sales of Intellivision games, the electronics division of Mattel has run a $201 million deficit in 1983, while laying off 37% of its 1,800-member work force. Activision estimated that it lost $3 million to $5 million in the past three months despite scoring hits with its new Enduro and Robot Tank games. At Bally, the leading manufacturer...
...industry leaders the crunch arrived with spaceship speed. Until last year Atari and Mattel were the major competitors. Between 1979 and 1982 their profits surged from less than $80 million to $471 million, and the potential seemed unlimited. But their triumphs attracted a fleet of market invaders, including Coleco, Imagic, CBS, 20th Century-Fox, Parker Bros. Milton Bradley and Avalon Hill. By the end of last year, at least 30 firms were in the battle...
...keep customers excited, the video-game industry is being buffeted by the boom in home computers, which can be used to play electronic games. Price wars have pushed the cost of some home computers, including models from Commodore and Texas Instruments, below $200. As a result, Atari and Mattel machines that do nothing but play games are becoming less attractive and must often be discounted. An Atari 2600 game player, which once cost $150, is now available for as little...
...already recognized this change. Scientists and technicians, who often founded the firms and built the first products, are being eased out of top management jobs and replaced with executives skilled in packaging and selling goods. In the past eight months four of the largest computermakers (Apple, Osborne, Atari and Mattel) have lured away marketing experts from major consumer-products firms to run their companies...