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Mattel Reports Third Quarter 2004 Financial Results

     Third Quarter Financial Highlights
     *  Worldwide net sales down 2 percent;
     *  Domestic gross sales down 9 percent and international gross sales up
        6 percent;
     *  Worldwide gross sales for core brands: Barbie(R) down 13 percent;
        Hot Wheels(R) down 4 percent; core Fisher-Price(R) up 7 percent and
        American Girl(R) brands up 9 percent;
     *  Gross margin decreased by 150 basis points of net sales; SG&A
        decreased by 80 basis points of net sales;
     *  Operating income as a percentage of net sales was 21.6 percent,
        down 110 basis points compared with prior year; and
     *  Earnings per share of $0.61, flat with the prior year.

    EL SEGUNDO, Calif., Oct. 18 /PRNewswire-FirstCall/ -- Mattel, Inc.
(NYSE: MAT) today reported 2004 third quarter financial results.  For the
quarter, the company reported net income of $255.9 million, or $0.61 per
share, compared to last year's third quarter net income of $270.0 million, or
$0.61 per share.
    "Earnings per share for the quarter was flat with prior year reflecting
that the underlying performance of our business remains quite challenging,"
said Robert A. Eckert, chairman and chief executive officer of Mattel.  "As
consumers respond to economic uncertainty, many retailers have been reluctant
to take inventory risk for the holiday season.  Given this environment, our
focus continues to be on executing strategies to maximize our performance at
retail."

    Third Quarter Financial Overview
    For the quarter, net sales were $1.67 billion, a 2 percent decrease from
$1.70 billion last year, which included a benefit from changes in currency
exchange rates of 2 percentage points.
    Additionally, beginning in last year's fourth quarter, the company changed
the way it classifies certain close out sales resulting in a 0.7 percentage
point benefit to net sales for the third quarter of 2004 when compared to the
year ago quarter.  On a regional basis, third quarter gross sales decreased
9 percent in the U.S., and in international markets, third quarter gross sales
were up 6 percent, which included a benefit from changes in currency exchange
rates of 4 percentage points.
    For the third quarter, operating income was $360.9 million, a decrease of
7 percent compared to the prior year, driven primarily by lower sales volume
and lower gross margins.  In the third quarter of 2003, operating income
included income of $7.9 million associated with an adjustment of a reserve
accrued in 1999 related to the closure of the Beaverton manufacturing facility
partially offset by charges related to the company's financial realignment
plan, which was completed in the fourth quarter of 2003.  From time to time,
the company expects to invest in initiatives intended to enhance productivity
and improve margins, and while the company will continue to provide
information regarding the cost of these initiatives, it will no longer provide
the pro forma impact on results.
    The company's balance sheet continued on track with a
debt-to-total-capital ratio of 24.2 percent, which is consistent with the
company's long-term goal.  During the nine months ended September 30, 2004,
the company's cash and short-term investments declined by approximately
$822 million, compared to a decline of $866 million in the prior year period.

    Third Quarter Sales by Business Unit
    Mattel Brands
    For the third quarter, worldwide gross sales for the Mattel Brands
business unit were $1.06 billion, a decrease of 9 percent versus a year ago,
reflecting an 18 percent decline in domestic sales and a 2 percent increase in
international sales.  Worldwide gross sales for the Barbie(R) brand were down
13 percent.  Worldwide gross sales for the Wheels category, which includes the
Hot Wheels(R), Matchbox(R) and Tyco(R) R/C brands, were down 3 percent.
Worldwide gross sales for the Entertainment category, which includes the Games
and Puzzles business, were up 13 percent for the quarter.

    Fisher-Price(R) Brands
    Third quarter worldwide gross sales for the Fisher-Price(R) Brands
business unit, which includes the Fisher-Price(R), PowerTouch(TM), Little
People(R), Rescue Heroes(R) and Power Wheels(R) brands, were $683.1 million,
up 7 percent due to strong worldwide sales of core Fisher-Price(R) and
Fisher-Price Friends.

    American Girl(R) Brands
    Third quarter gross sales for the American Girl(R) Brands business unit,
which offers American Girl(R) branded products direct to consumers, were
$61.5 million, up 9 percent, primarily due to sales generated by the new
American Girl Place(R) retail store in New York City, which opened in November
2003 partially offset by declines in other channels.

    Live Webcast
    Mattel will webcast its 2004 third quarter earnings conference call at
8 a.m. Eastern time (5 a.m. Pacific time) today.  The conference call will be
webcast on the "Investors & Media" section of the company's corporate Web
site, http://www.mattel.com.  To listen to the live call, logon to the Website at
least 15 minutes early to register, download and install any necessary audio
software.  An archive of the call may be accessed beginning two hours after
the completion of the live call.  To listen to a replay of the call via
telephone, dial + (719) 457-0820.  The passcode is 944361.  The telephonic
playback will be available beginning at noon Eastern time (9 a.m. Pacific
time) the morning of the call, until Wednesday, October 20th at midnight
Eastern time (9 p.m. Pacific time).
    Mattel reports its financial results in accordance with generally accepted
accounting principles (GAAP).  Information required by Securities and Exchange
Commission Regulation G, regarding any non-GAAP financial measures provided
for analytical purposes, as well as other financial and statistical
information, will be available at the time of the webcast on the "Investors &
Media" section of http://www.mattel.com, under the headings "Financial Information" -
"Earnings Releases."

    About Mattel
    Mattel, Inc., (NYSE: MAT, http://www.mattel.com) is the worldwide leader in the
design, manufacture and marketing of toys and family products, including
Barbie(R), the most popular fashion doll ever created.  The Mattel family is
also comprised of such best-selling brands as Hot Wheels(R), Matchbox(R),
American Girl(R), and Tyco(R) R/C, as well as Fisher-Price brands
(http://www.fisher-price.com), including Little People(R), Rescue Heroes(R), Power
Wheels(R) and a wide array of entertainment-inspired toy lines.  With
worldwide headquarters in El Segundo, Calif., Mattel employs more than
25,000 people in 36 countries and sells products in more than 150 nations
throughout the world.  The Mattel vision is to be the world's premier toy
brands -- today and tomorrow.

    Note:  Forward-looking statements with respect to the financial condition,
results of operations and business of the company are subject to certain risks
and uncertainties that could cause actual results to differ materially from
those set forth in such statements.  These include without limitation: the
company's dependence on the timely development, manufacture, introduction and
customer acceptance of new products; the seasonality of the toy business;
customer concentration and pricing; significant changes in buying and payment
patterns of major customers, including as a result of bankruptcy; adverse
changes in general economic conditions in the U.S. and internationally,
including adverse changes in the retail environment, employment and the stock
market; order predictability and supply chain management; the impact of
competition, including from private label toys, on revenues and margins; the
supply and cost of raw materials (including oil and resin prices), components,
employee benefits and various services; the effect of currency exchange rate
fluctuations on reportable income; risks associated with acquisitions and
mergers; the possibility of product recalls and related costs; risks
associated with foreign operations; negative results of litigation,
governmental proceedings or environmental matters; possible work stoppages,
slowdowns or strikes; possible outbreaks of SARS or other diseases; political
developments and the threat or occurrence of war or terrorist acts; the
possibility of catastrophic events; the inherent risk of new initiatives and
other risks and uncertainties as may be detailed from time to time in the
company's public announcements and SEC filings.  This release contains
forward-looking statements about consumer demand, customer inventory levels,
the Company's performance at retail, investment in initiatives aimed at
productivity and margins and the company's debt-to-capital ratio goal.  Mattel
does not update forward-looking statements and expressly disclaims any
obligation to do so.



    MATTEL, INC. AND SUBSIDIARIES                                 EXHIBIT I

    CONSOLIDATED STATEMENTS OF OPERATIONS (Unaudited)


                               For the Three Months Ended September 30,
     (In millions,
      except per share      2004                   2003            Yr / Yr
      and percentage
      information)   $ Amt   % Net Sales    $ Amt   % Net Sales   % Change

     Net Sales (a)  $1,667.5               $1,704.7                   -2%
       Cost of
        sales (a)      870.8     52.2%        864.6      50.7%         1%

     Gross Profit      796.7     47.8%        840.1      49.3%        -5%
       Advertising
        and promotion
        expenses       192.1     11.5%        196.6      11.5%        -2%
       Other selling
        and
        administrative
        expenses       243.7     14.7%        263.3      15.5%        -7%
       Restructuring
        and other
        charges           --      0.0%         (7.6)     -0.4%      -100%

     Operating Income  360.9     21.6%        387.8      22.7%        -7%
       Interest
        expense         20.8      1.2%         21.2       1.2%        -2%
       Interest
        (income)        (5.2)    -0.3%         (3.0)     -0.2%        73%
       Other
        non-operating
        (income), net   (5.9)    -0.4%         (3.8)     -0.2%

     Income Before
      Income Taxes     351.2     21.1%        373.4      21.9%        -6%
       Provision for
        income taxes    95.3                  103.4

     Net Income       $255.9     15.3%       $270.0      15.8%        -5%

     EPS - Basic       $0.62                  $0.61

     Average Number
      of Common Shares
      Outstanding -
      Basic            414.6                  439.3

     EPS - Diluted     $0.61                  $0.61

     Average Number
      of Common and
      Common Equivalent
      Shares
      Outstanding -
      Diluted          418.0                  444.0

                                For the Nine Months Ended September 30,
     (In millions,
      except per share      2004                   2003            Yr / Yr
      and percentage
      information)   $ Amt   % Net Sales    $ Amt   % Net Sales   % Change

     Net Sales (a)  $3,252.4               $3,219.0                   1%
     Cost of
        sales (a)    1,737.7     53.4%      1,654.6     51.4%         5%

     Gross Profit    1,514.7     46.6%      1,564.4     48.6%        -3%
       Advertising
        and promotion
        expenses       363.9     11.2%        361.2     11.2%         1%
       Other selling
        and
        administrative
        expenses       734.0     22.6%        716.7     22.3%         2%
       Restructuring
        and other
        charges           --      0.0%          4.4      0.1%      -100%

     Operating Income  416.8     12.8%        482.1     15.0%       -14%
       Interest
        expense         52.4      1.6%         56.8      1.8%        -8%
       Interest
        (income)       (14.2)    -0.5%        (14.7)    -0.5%        -3%
       Other
        non-operating
        (income), net  (17.4)    -0.5%         (6.8)    -0.2%

     Income Before
      Income Taxes     396.0     12.2%        446.8     13.9%       -11%
       Provision for
        income taxes   107.6                  123.1

     Net Income       $288.4      8.9%       $323.7     10.1%       -11%

     EPS - Basic       $0.69                  $0.74

     Average Number
      of Common Shares
      Outstanding -
      Basic            420.6                  439.1

     EPS - Diluted     $0.68                  $0.73

     Average Number
      of Common and
      Common Equivalent
      Shares
      Outstanding -
      Diluted          424.4                  444.5

     (a)  Close out sales for the three- and nine-months ended September 30,
          2003, totaling $12.8 million and $38.1 million, respectively, are
          classified as a reduction of cost of sales.



    MATTEL, INC. AND SUBSIDIARIES                                EXHIBIT II

    WORLDWIDE GROSS SALES INFORMATION (Unaudited)

                                           Three Months Ended September 30,

     (In millions, except
      percentage information)               2004               2003

     Worldwide Gross Sales (a):
     Mattel Brands                      $1,060.9           $1,160.2
       % Change                                     -9%               3%
       Pos./(Neg.) Impact of Currency
        (in % pts)                                   2                3

     Fisher-Price Brands                   683.1              641.1
       % Change                                      7%               2%
       Pos./(Neg.) Impact of Currency
        (in % pts)                                   2                2

     American Girl Brands                   61.5               56.3
       % Change                                      9%              -2%

     Other                                   0.2                3.7

     Gross Sales                        $1,805.7           $1,861.3
       % Change                                     -3%               2%
       Pos./(Neg.) Impact of Currency
        (in % pts)                                   2                2

     Reconciliation of GAAP to Non-GAAP Financial Measure:
     Gross Sales                        $1,805.7           $1,861.3
     Sales Adjustments                    (138.2)            (156.6)

     Net Sales (a)                      $1,667.5           $1,704.7
       % Change                                     -2%               2%
       Pos./(Neg.) Impact of Currency
        (in % pts)                                   2                2

                                          Nine Months Ended September 30,

     (In millions, except
      percentage information)               2004               2003

     Worldwide Gross Sales (a):
     Mattel Brands                      $2,106.3           $2,187.2
       % Change                                     -4%               0%
       Pos./(Neg.) Impact of Currency                3                4
        (in % pts)

     Fisher-Price Brands                 1,261.7            1,170.0
       % Change                                      8%               2%
       Pos./(Neg.) Impact of Currency                2                3
        (in % pts)

     American Girl Brands                  164.7              144.3
       % Change                                     14%              -4%

     Other                                   5.8                5.5

     Gross Sales                        $3,538.5           $3,507.0
       % Change                                      1%               0%
       Pos./(Neg.) Impact of Currency                3                3
        (in % pts)

     Reconciliation of GAAP to Non-GAAP Financial Measure:
     Gross Sales                        $3,538.5           $3,507.0
     Sales Adjustments                    (286.1)            (288.0)

     Net Sales (a)                      $3,252.4           $3,219.0
       % Change                                      1%               0%
       Pos./(Neg.) Impact of Currency
        (in % pts)                                   2                3

     (a)  Close out sales for the three- and nine- months ended September 30,
          2003, totaling $12.8 million and $38.1 million, respectively, are
          classified as a reduction of cost of sales.  Please refer to
          Mattel's Current Report on Form 8-K dated February 3, 2004, for
          discussion of annual and quarterly close out sales amounts impacting
          worldwide gross sales.



    MATTEL, INC. AND SUBSIDIARIES                              EXHIBIT III

    CONDENSED CONSOLIDATED BALANCE SHEETS

                                      At September 30,
                                    2004            2003       At Dec. 31,
     (In millions)                (Unaudited)    (Unaudited)       2003

     Assets
       Cash and short-term
        investments                 $331.1          $401.4      $1,152.7
       Accounts receivable, net    1,220.5         1,258.1         543.9
       Inventories                   666.5           619.7         388.7
       Prepaid expenses and
        other current assets         287.4           283.2         309.6
          Total current assets     2,505.5         2,562.4       2,394.9

       Property, plant and
        equipment, net               597.0           619.3         625.9
       Other assets                1,410.3         1,422.3       1,490.2
          Total Assets            $4,512.8        $4,604.0      $4,511.0

     Liabilities and Stockholders' Equity
       Short-term borrowings         $89.2           $33.7         $19.6
       Current portion of
        long-term debt               191.0            12.2          52.3
       Accounts payable and
        accrued liabilities        1,060.8         1,199.9       1,142.7
       Income taxes payable          240.9           187.5         253.2
          Total current
           liabilities             1,581.9         1,433.3       1,467.8

       Long-term debt                438.4           629.4         589.1
       Other long-term liabilities   244.5           206.9         237.9
       Stockholders' equity        2,248.0         2,334.4       2,216.2
          Total Liabilities and
           Stockholders' Equity   $4,512.8        $4,604.0      $4,511.0


    SUPPLEMENTAL BALANCE SHEET AND CASH FLOW DATA (Unaudited)

                                                      At September 30,
     (In millions, except days and
      percentage information)                      2004            2003

     Key Balance Sheet Data:
     Accounts Receivable, Net
       Days of Sales Outstanding (DSO)               66             66

     Inventories
       Days of Supply (DOS)                          64             63

     Total Debt Outstanding                      $718.6         $675.3
       Debt-to-Total Capital Ratio                 24.2%          22.4%

                                                    Nine Months Ended
                                                       September 30,
     (In millions)                                 2004            2003

     Preliminary Condensed Cash Flow Data (a):
     Cash Flows (Used For) Operating Activities   $(549)         $(554)

     Cash Flows (Used For) Investing Activities     (85)          (140)

     Cash Flows (Used For) Financing Activities
      and Other                                    (188)          (172)

     Decrease in Cash and Short-term Investments  $(822)         $(866)

     (a)  Amounts shown are preliminary estimates.  Actual amounts will be
          reported in Mattel's Quarterly Report on Form 10-Q for the quarter
          ended September 30, 2004.



SOURCE Mattel, Inc.




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    CONTACT:
    News Media, Lisa Marie Bongiovanni,
    +1-310-252-3524, LisaMarie.Bongiovanni@mattel.com, or Securities
    Analysts, Dianne Douglas, +1-310-252-2703,
    Dianne.Douglas@mattel.com, both of Mattel, Inc.