Mattel agrees to acquire Aviva Sport. (Mattel Inc.; Aviva Sport Inc.) (Brief Article)
Playthings, August, 1991
Mattel agrees to acquire Aviva Sport LOS ANGELES -- Mattel and Aviva Sport Inc. announced an agreement by which Mattel will acquire the San Francisco-based maker of sport toys. In making the announcement, John W. Amerman, Mattel's chairman and chief executive officer, said this acquisition fits Mattel's primary strategy of moving into categories where it does not currently compete.
"Sports toys are part of a category that accounts for approximately 15 percent of total U.S. toy industry volume, but Mattel has not previously had a presence in this category," he said. "In addition, Mattel's unsurpassed worldwide marketing and distribution has the capability to generate significant sales growth for Aviva Sport products."
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