The article highlights the journey of Mattel Electronics in the late '70s as it prepared to launch the Intellivision game console to compete with Atari. The marketing strategy deployed included a successful test marketing phase in Fresno, California, in December 1979, which set the stage for a wider launch in August 1980. Tim Huber, the company's vice president of marketing, noted that advertising became a substantial part of product costs, fundamentally shaping industry expectations. The involvement of notable figures like writer George Plimpton exemplifies the creative methods employed for promotion.
"In the mid-'70s, Mattel Electronics started putting together a plan to release a game console that would end up taking on Atari..."
"Tim Huber explained that Mattel's early marketing success led to a toy industry expectation that commercials would be ready for any product..."
Collection
[
|
...
]