particularly interesting since the market for infant/preschool toys as a whole dropped 1.7 percent from 1990 to 1991, but Little Tykes was able to maintain a strong marketing position. Although the company does little television advertising, the new head of Little Tykes comes from Fisher Price and can be expected to make changes in line with the advertising done by that company.
The problem that Little Tykes faces is how to maintain and increase its market share at a time when the market as a whole is stagnant, or even contracting. One way to do this is through the use of television advertising, a strategy which the company has rejected in the past. In fact, Little Tykes has been so opposed to television advertising which targets children that it dropped its membership in the Toy Manufacturers of America in the mid 1980s.
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