Michael Shore, Ph.D. is currently Vice President of World- wide Consumer Insights at Mattel Inc. Prior to joining Mat- tel, Michael worked as an Insight Consultant specializing in children's trends and development. His clients included Kellogg's, Electronic Arts, Activision, advertising agencies as well as television/film studios. Since starting at Mattel, over 15 years ago, he has had responsibility for investigat- ing kids', parents' and adults' attitudes towards toys and play across all categories including dolls, action figures, vehicles, board games, digital (Web/video/PC games), plush, sports, craft activities, construction, and infant/preschool products.
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