Fisher-Price's Competitive Advantage

Fisher-Price's competitive advantage derives from a number of factors(the "fun value" of its toys, their sturdiness, its play lab testing concept, the company's differentiation and positioning, and its market segment. Fisher-Price ensures that children find its toys sturdy and fun to play with by testing them in its play lab: the "Smart Toy Lab" designed jointly by Mattel and Intel ("History of the Smart Toy Lab and Intel� Play Toys," 2001, p. 1). The Smart Toy Lab enables Fisher-Price to test its toys and those of its competitors, and the lab has "matured into a fully staffed business unit" whose combined efforts "have produced coordinated sales, marketing and merchandising efforts to broaden awareness of the Intel Play products" ("Hist

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