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MERCHANDISING IN-STORE MOBILE

Stationary and mobile merchandising for the Mattel brand portfolio

IQFM supports Mattel in the comprehensive merchandising service of a wide brand portfolio, combining stationary and mobile models across various retail formats.

Stationary and mobile merchandising for the Mattel brand portfolio
275 wholesale halls and stores covered by regular merchandising service.
780 visits per month carried out by field teams.
47,000+ hours per year of merchandising work at points of sale.

Context of the partnership

Mattel manages a broad portfolio of global brands, covering various categories, age groups, and product formats – from Barbie and Hot Wheels to Fisher-Price, UNO, and Matchbox. The high diversity of the assortment and variability of exposure require a flexible merchandising model that allows adjusting the intensity and scope of activities to the retail chain, category, and current sales needs.

Project goal

Ensuring high-quality exposure and availability of Mattel's broad portfolio while flexibly adapting activities to the specifics of individual chains and points of sale. It is crucial to maintain appropriate brand visibility and efficiently execute exposure changes resulting from assortment rotation, new implementations, and changing sales priorities.

How we worked

IQFM is responsible for the organization and execution of merchandising activities in mobile and stationary models across key retail chains.

  • Merchandising
  • Exposure restructuring
  • Audit
  • Promotion execution
  • Assortment implementations

Networks and channels

  • Carrefour
  • Auchan
  • Smyk
  • Empik
  • E.Leclerc
  • Selgros
  • Makro
  • Kaufland

Measurable outcomes

Combining two work models allows for flexible management of the presence of many Mattel brands – from regular store service to intensifying activities wherever sales or exposure require it.

8 retail chains

Service of various sales formats under a single project.

2 models of merchandising

Combination of mobile and stationary teams.

Multiple brands 1 management model

Consistent service for Mattel's diversified portfolio.

Flexible execution in POS

Tailoring activities to chains, categories, and current priorities.

The Mattel case demonstrates how a flexible field marketing model allows for effective management of a broad and dynamic portfolio – integrating various teams, retail formats, and data from points of sale within a single operational structure.

From the start of the partnership we have particularly valued professionalism, accountability and a very good understanding of our business. The team shows real flexibility, knowledge of Mattel standards and attention to the brand’s needs, which genuinely supports its in-store visibility. We wholeheartedly recommend IQFM as a committed partner for long-term collaboration.
Monika Burczyńska Manager Channel Sales Mattel

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