Case StudyeRetail KAM

Scorecard

• Values in millions• Order Fill rate %: the % of Amazon orders that Mattel could accept and deliver• Lost Buy Box%: the % of glance views on Mattel product pages that Amazon decided award the buy box to

a 3rd party seller while still in stock• Fast Track%: the % of glance views on Mattel product pages when Amazon was the preferred seller and

could deliver the product within 48 hours• Front Margin %: an estimate based on retail selling price and Amazon purchase price

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FYPOS Sales 1,0 0,8 2,0 0,8 0,7 1,2 1,3 1,5 2,0 3,0 6,0 8,0 28,3YOY growth 5% 7% 11% 0% 3% 0% -7% -6% -5% 15% 25% -11% 2%

Inventories 2,5 3,0 2,4 2,3 2,1 2,0 2,1 2,5 3,0 7,0 5,0 2,0YOY growth 4% 25% -20% -18% -9% -5% 5% 0% 3% 17% -29% -20%

Out-Of-Stock % 7% 8% 7% 6% 8% 9% 8% 9% 8% 7% 8% 14% 10%Order Fill rate % 85% 70% 72% 75% 88% 75% 70% 75% 72% 69% 65% 45% 61%Lost Buy Box % 12% 11% 9% 11% 12% 9% 10% 12% 14% 14% 15% 18% 15%Fast Track % 75% 80% 85% 74% 75% 72% 75% 71% 70% 68% 60% 30% 63%Front Margin % est 4% 5% 10% 15% 17% 18% 19% 21% 15% 8% -1% -10% 3%

Shipment and Sell-Out/POS patterns

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

Jan Feb Mar Apr May Jun Jul

Shipment and POS pattern January-July

POS @ Amazon POS Mattel Shipments @ Amazon Shipments Mattel

0%

5%

10%

15%

20%

25%

30%

Aug Sep Oct Nov Dec

Shipment and POS pattern August to December

POS @ Amazon POS Mattel Shipments @ Amazon Shipments Mattel

Shipment and Sell-Out/POS patterns

6030

90

35 2050

285

100 90120 110

20

130

570

0

100

200

300

400

500

600

Barbie Hot Wheels Fisher Price Action Figures Games Others Total

Mattel's SKUs total and e-com ready

e-com selleable products Total Mattel

• Not every Mattel SKU can be sold online either because it’s an assorted standard pack with mixed EANs or because the packaging makes it costly/complicated to sell online

Top Toy Retailers in France – all 8 have meaningful sales

1 Grocery chain

2 Toy specialist chain

3 Toy specialist chain

4 Grocery chain

5 Grocery chain

6 Toy specialist chain

7 Pureplay eRetail generalist