Mattel launches mobile site

Share this content:
A screenshot of Mattel's e-commerce site
A screenshot of Mattel's e-commerce site

Toy company Mattel launched its first ever mobile-optimized website on June 26, says Andres Amezquita, VP of e-commerce at Mattel.

“We see that more and more shoppers are researching on the mobile phones,” Amezquita says. “We know they use it in the store. That's really the objective.” Mattel worked with Usablenet to build their mobile site, he says, adding that the mobile site focuses on reviews and ratings intended to help customers get more information about specific products. “We were very selective,” Amezquita says. “We tried to keep it simple and intuitive.”

Mattel developed the mobile site after company executives noticed increased e-commerce traffic from mobile devices, he says, declining to specify how much of the total e-commerce traffic and sales occur on mobile devices. He states it is a small percentage.

The mobile site isn't built for m-commerce, Amezquita says, because it's designed mostly as a research tool for parents already at a retail location looking to purchase a Barbie or Hot Wheels car or other Mattel product. Mattel's e-commerce site intended for tablets and computers is more optimized for sales, he says.

Mattel's mobile site strips out features from the main site that aren't conducive to its research-oriented goals. For instance, the design-your-own-Barbie feature on the company's main site is absent from the mobile site because it wasn't relevant to users on that device. However, all of Mattel's products present on the main site are present on the mobile site as well. “Everything that's sold on our e-commerce store is on the mobile site,” Amezquita says.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above