MAT Mattel Inc

Mattel Inc. (MAT) is more optimistic about revenue this year than it was last, top executives said Thursday.

Meanwhile, the world's largest toy maker is focused on improving its profitability this year, though long-term financial goals haven't changed, executives said during a presentation to analysts. Mattel didn't provide specific financial guidance for this year.

The company's Barbie dolls and toys, Hot Wheels vehicles and American Girl dolls have sales momentum, executives said during the presentation, which was monitored via the Internet. And Mattel has a stronger lineup of toys tied to movies and television shows this year than in 2009, when net sales fell 8%.

"Toy Story 3" is scheduled to open in theaters this summer, and Mattel has the master toy license for the movie's products. Walt Disney Co.'s (DIS) "Rapunzel" movie should be in theaters for the holidays, and Mattel will have toys associated with that, as well.

"We're much more optimistic about revenue this year," said Chief Financial Officer Kevin Farr.

Mattel is targeting operating income to be 15% to 20% of sales and for gross profit to equal about 50% of sales. The company didn't define "long term," but 2009 operating income was 13.5% of net sales and gross profit ended at 50% of sales.

Chairman and Chief Executive Robert Eckert said Mattel's tough 2009 "set the stage for what I'm confident will be a good growth year for Mattel in 2010 and beyond."

Some things about the macro-economic environment have stabilized, Farr said. But high global unemployment, still-challenged global economies and uncertainty about the strength of consumer spending represent continued challenges, he said.

In addition, while retailer inventories seem low by historical measures, Farr said, "It's not clear if retailers intend to move off these lows."

Analysts surveyed by Thomson Reuters expect 8% revenue growth and an 18% increase in per-share earnings in 2010.

Mattel's presentation came ahead of this weekend's Toy Fair in New York, where retail buyers search the latest trends among toy makers.

Among toys Mattel is showing off: new Barbie models, including a snow boarder and a race-car driver; a new collection of Thomas & Friends toys; and radio-controlled Hot Wheels vehicles that fold flat to fit in a pocket.

Hasbro Inc. (HAS) will hold its presentation to analysts on Friday.

Shares of Mattel ended regular trading up 1.7% at $20.61, while Hasbro shares ended the day up 2.4% at $36.14. Hasbro shares fell 0.7% to $35.87 in late trading.

-By Mary Ellen Lloyd, Dow Jones Newswires, 704-948-9145; maryellen.lloyd@dowjones.com

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