Will Mattel (MAT) Stock Be Helped By Direct-To-Consumer Effort?

NEW YORK (TheStreet) -- Mattel  (MAT) is rolling out a new catalog and website to bring its wooden railway line, Thomas & Friends products, straight to consumers in efforts to boost sales after reporting a decline in net earnings in the second quarter last Thursday.

The toy maker has also teamed up with 20 independent specialty retail stores, and said U.S. shoppers will be able to purchase limited edition toys through various platforms.

Shares of Mattel are down -2.04% to $35.46 today.

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Separately, TheStreet Ratings team rates MATTEL INC as a Buy with a ratings score of B-. TheStreet Ratings Team has this to say about their recommendation:

"We rate MATTEL INC (MAT) a BUY. This is driven by several positive factors, which we believe should have a greater impact than any weaknesses, and should give investors a better performance opportunity than most stocks we cover. The company's strengths can be seen in multiple areas, such as its largely solid financial position with reasonable debt levels by most measures, notable return on equity, good cash flow from operations and expanding profit margins. We feel these strengths outweigh the fact that the company has had sub par growth in net income."

Highlights from the analysis by TheStreet Ratings Team goes as follows:

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