{"id":10112,"date":"2015-08-18T12:15:14","date_gmt":"2015-08-18T12:15:14","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/mattel-depart-dun-3eme-dirigeant-depuis-debut-2015\/"},"modified":"2015-08-18T12:15:14","modified_gmt":"2015-08-18T12:15:14","slug":"mattel-depart-dun-3eme-dirigeant-depuis-debut-2015","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/mattel-depart-dun-3eme-dirigeant-depuis-debut-2015\/","title":{"rendered":"Mattel : d\u00e9part d\u2019un 3\u00e8me dirigeant depuis d\u00e9but 2015"},"content":{"rendered":"<h2>Dans le rouge depuis 7 trimestres cons\u00e9cutifs<\/h2>\n<p>La situation n\u2019est pas rose pour Barbie : les ventes de l\u2019ic\u00f4ne du jouet aux cheveux blonds et aux longues jambes n\u2019ont cess\u00e9 de reculer depuis quatre ann\u00e9es d\u2019affil\u00e9e. M\u00eame la version parlante high-tech n\u2019a pu inverser la tendance : rien que le semestre dernier il s\u2019est vendu 16% de poup\u00e9es Barbie en moins.<\/p>\n<p>\u00a0<\/p>\n<p>Ceci a bien \u00e9videmment affect\u00e9 les chiffres de la soci\u00e9t\u00e9 m\u00e8re Mattel. Le g\u00e9ant am\u00e9ricain du jouet a vu r\u00e9gresser ses ventes pour le septi\u00e8me trimestre cons\u00e9cutif : au deuxi\u00e8me trimestre le groupe a enregistr\u00e9 une baisse de 6%. En janvier <a href=\"fr\/f-belgique\/bgq-general\/item\/20868-face-a-la-chute-des-ventes-le-pdg-de-mattel-demissionne\" target=\"_blank\" rel=\"noopener\">le CEO Bryan Stockton avait d\u00e9j\u00e0 \u00e9t\u00e9 cong\u00e9die <\/a>suite \u00e0 deux tr\u00e8s mauvaises p\u00e9riodes de fin d\u2019ann\u00e9e.<\/p>\n<p>\u00a0<\/p>\n<p>Apr\u00e8s ces nouveaux r\u00e9sultats d\u00e9cevants, c\u2019est au tour du directeur commercial Tim Kilpin de quitter l\u2019entreprise. Kilpin, qui en janvier avait \u00e9t\u00e9 \u00e9voqu\u00e9 comme possible successeur de Stockton (le management a finalement opt\u00e9 pour Christopher Sinclair), avait pourtant \u00e9t\u00e9 promu au poste de directeur commercial cette ann\u00e9e, pour ensuite en juin \u00eatre d\u00e9grad\u00e9 de mani\u00e8re inattendue au rang de responsable du portefeuille Toy Box, comprenant des marques moins importantes de Mattel, comme Polly Pocket, Matchbox et Pictionary. Le d\u00e9part de Kilpin est pr\u00e9vu pour le mois de novembre.<\/p>\n<p>\u00a0<\/p>\n<p>Kilpin est le troisi\u00e8me dirigeant de Mattel \u00e0 d\u00e9missionner en peu de temps. En juin Geoff Massingberd, responsable du d\u00e9partement Mega Brands, avait lui aussi \u00e9t\u00e9 licenci\u00e9. Rappelons que Mattel avait rachet\u00e9 le grand rival du danois Lego l\u2019an dernier pour 335 millions d\u2019euros, mais cet investissement n\u2019a pas visiblement pas port\u00e9 ses fruits.<\/p>\n<p>\u00a0<\/p>\n<h2>Le b\u00e9n\u00e9fice plus important que la cr\u00e9ativit\u00e9 ?<\/h2>\n<p>Dans The Wall Street Journal , certains (ex-) managers de Mattel affirment que le d\u00e9partement cr\u00e9atif de l\u2019entreprise \u00ab se pr\u00e9occupe davantage du b\u00e9n\u00e9fice que de l\u2019invention de nouveaux jouets \u00bb.<\/p>\n<p>\u00a0<\/p>\n<p>C\u2019est pourquoi l\u2019actuel CEO Sinclair, dans une tentative d\u2019acc\u00e9l\u00e9rer le d\u00e9veloppement de nouveaux jouets, a conclu des partenariats avec des entreprises de technologie, comme Google. Parall\u00e8lement le CEO tente de r\u00e9duire les co\u00fbts. \u00ab Nous progressons fortement dans nos efforts en vue de renouer avec la croissance et le b\u00e9n\u00e9fice \u00bb, d\u00e9clarait Sinclair lors de la publication des r\u00e9sultats du deuxi\u00e8me trimestre.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans le rouge depuis 7 trimestres cons\u00e9cutifs La situation n\u2019est pas rose pour Barbie : les ventes de l\u2019ic\u00f4ne du jouet aux cheveux blonds et aux longues jambes n\u2019ont cess\u00e9 de reculer depuis quatre ann\u00e9es d\u2019affil\u00e9e. M\u00eame la version parlante high-tech n\u2019a pu inverser la tendance : rien que le semestre dernier il s\u2019est vendu [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-10112","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mattel : d\u00e9part d\u2019un 3\u00e8me dirigeant depuis d\u00e9but 2015 - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/general\/mattel-depart-dun-3eme-dirigeant-depuis-debut-2015\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mattel : d\u00e9part d\u2019un 3\u00e8me dirigeant depuis d\u00e9but 2015 - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Dans le rouge depuis 7 trimestres cons\u00e9cutifs La situation n\u2019est pas rose pour Barbie : les ventes de l\u2019ic\u00f4ne du jouet aux cheveux blonds et aux longues jambes n\u2019ont cess\u00e9 de reculer depuis quatre ann\u00e9es d\u2019affil\u00e9e. 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