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Wikipedia

Mattel

April 10, 2023

Mattel, Inc. (/məˈtɛl/ mə-TEL) is an American multinational toy manufacturing company founded in January 1945 and headquartered in El Segundo, California. The company has presence in 35 countries and territories and sells products in more than 150 countries.[8] The company operates through three business segments: North America, International, and American Girl.[9]

Mattel, Inc.
Mattel headquarters in El Segundo, California
TypePublic
IndustryToys and entertainment
FoundedJanuary 1945; 78 years ago (1945-01)
Los Angeles, California, U.S.
Founders
Headquarters333 Continental Blvd
El Segundo, California,
United States
Area served
Worldwide
Key people
Products
Brands
Revenue US$5.46 billion (2021)
US$730 million (2021)
US$903 million (2021)
Total assets US$6.39 billion (2021)
Total equity US$1.57 billion (2021)
Number of employees
c. 36,300 (Dec 2021)
Divisions
Subsidiaries
Websitewww.mattel.com
Footnotes / references
[6][7]

It is the world's second largest toy maker in terms of revenue, after The Lego Group.[10][11] Two of its historic and most valuable brands, Barbie and Hot Wheels, were respectively named the top global toy property and the top-selling global toy of the year for 2020[12] and 2021[13] by The NPD Group, a global information research company.

The name of the company is a portmanteau of the names of two of the company's founders: the surname of Harold Matson and the first name of Elliot Handler.[14]

History

Origins and early years

 
Former logo used from 1969 to 2019

Harold "Matt" Matson, Ruth Handler, and Elliot Handler founded Mattel as Mattel Creations in January 1945 in a garage in Los Angeles.[15][16] The company began selling picture frames, and later, dollhouse furniture out of offcuts from those frames. Matson sold his share and stake to the Handlers due to poor health the following year, when Handler's wife, Ruth took over.[17] In 1947, the company had its first hit toy, a ukulele called "Uke-A-Doodle".[16]

The company was incorporated in 1948 in Hawthorne, California.[17] In 1950, the Magic 8-Ball was invented by Albert C. Carter and Abe Bookman; the toy is now owned by Mattel.[18] Mattel started advertising on TV when it became the first sponsor of the Mickey Mouse Club TV series.[19] 1957 saw the release of the Fisher-Price Corn Popper, and the Xylophone.[20][21] Mattel ultimately acquired Fisher-Price on August 20, 1993.[22] The Barbie doll debuted on March 9, 1959, going on to become the company's best-selling toy in history.[23] In 1960, Mattel introduced Chatty Cathy, a talking doll that was voiced by June Foray and revolutionized the toy industry, leading to pull-string talking dolls and toys flooding the market throughout the 1960s and 1970s.[17][24] In 1961, Mattel introduced the Ken doll.[25] The company went public in 1960, and became listed on the New York Stock Exchange in 1963. Mattel also acquired a number of like-minded companies during the 1960s (see table below).[17]

The original Barbie Dreamhouse appeared in 1962, and was made with cardboard and paper.[26] In 1965, the company built on its success with the Chatty Cathy doll to introduce the See 'n Say talking toy, spawning a line of products.[27] That year also saw the release of Astronaut Barbie, the first of many space-themed Barbies.[28] Barbie traveled to the moon four years before Neil Armstrong.[29] In 1967, Mattel released Major Matt Mason, another toy astronaut.[30]

On May 18, 1968, Hot Wheels was released to the market.[17] Hot Wheels was invented by a team of Mattel inventors, which included a rocket scientist and a car designer.[31][32] That year also saw another doll release, this time, Christie, Barbie's friend and the first black doll,[33] which in the following years and decades would spawn an endless line of Barbie-themed and branded family and friends. In 1969, Mattel changed the Mattel Creations and the "Mattel, Inc. – Toymakers" marketing brands to just Mattel and launched the iconic "red sun" logo with the Mattel wordmark in all capitals for better identity. In 1970, Hot Wheels forged a sponsorship agreement with drag racing drivers Don “The Snake” Prudhomme and Tom “The Mongoose” McEwen.[34] In addition to other marketing measures, the two racers’ cars, a yellow Barracuda and a red Duster, were reproduced as Hot Wheels toys.[34]

In May 1970, Mattel formed a joint venture film production company "Radnitz/Mattel Productions" with producer Robert B. Radnitz,[35] which would kickstart Mattel's venture into full-time entertainment to accompany its most famous toy TV commercials.

The card game Uno (now stylized as UNO) was invented by Merle Robbins in 1970,[36] and was acquired by Mattel in 1996.[37]

Acquisitions Year[17]
Dee & Cee Toy Co. Ltd. 1962
Standard Plastic Products, Inc. 1966
Hong Kong Industrial Co., Ltd.
Precision Moulds, Ltd.
Rosebud Dolls Ltd. 1967
Monogram Models, Inc. 1968
A&A Die Casting Company
Ratti Vallensasca, Mebetoys, Ebiex S.A. 1969
H&H Plastics Co., Inc.
Meta frame Corp.
Ringling Bros. and Barnum & Bailey Circus
/Feld Productions		 1971–1982
Ice Follies 1979–1982
Holiday on Ice
Western Publishing 1979
Corgi Toys, Ltd. 1989[38]
International Games 1992[39]
Fisher-Price, Inc. 1993
Tyco Toys, Inc. 1997
Pleasant Company 1998[17]
Bluebird Toys (original home of Polly Pocket) 1998
The Learning Company (formerly SoftKey) 1999–2001[17]
Pinky:st. 2004
HiT Entertainment 2012[40]
Mega Brands 2014[41]
Fuhu 2016

In 1971, Mattel purchased The Ringling Bros. and Barnum & Bailey Circus from the Feld family for $40 million, whom Mattel kept as management.[42] Mattel sold the circus corporation by December 1973, despite its profit contributions, as Mattel showed a $29.9 million loss in 1972.[43]

In 1974, an investigation found Mattel guilty of issuing false and misleading financial reports, which led to the banishing of Elliot and Ruth Handler from the company they had founded.[17]

Post-Handlers

Arthur S. Spear, a then-Mattel vice president, took control of the company in 1975 and returned the company to profitability in two years.[44] In 1978, the Mattel Children's Foundation was founded. Ruth Handler sold her stock in 1980 and finally let loose of the company she co-founded.[17]

 
Logo of Mattel Electronics (1977–1984)

The Mattel Electronics line debuted in 1977 with an all-electronic handheld game. The success of the handheld led to the expansion of the line with game console then the line becoming its own corporation in 1982.[45] Mattel Electronics forced Mattel to take a $394 million loss in 1983 and almost filed for bankruptcy.[17]

In 1979, through Feld Productions, Mattel purchased the Holiday on Ice and Ice Follies for $12 million.[46] Also acquired that year was Western Publishing for $120 million in cash and stock.[47] Mattel would later sell the company to Richard A. Bernstein in December 1983.[47]

In 1980, Mattel introduced the first diverse line of Barbie dolls with a Hispanic doll and the first African-American Barbie (different from Christie who was Barbie's friend).[48][49] The line will eventually include Barbies from more than 40 countries.[49]

In 1982, He-Man and the Masters of the Universe line of action figures was released.[50] The line inspired a three-issue comic book mini-series and an animated series.[50]

The Felds bought the circus (and related companies) in 1982 for $22.8 million.[51]

In the early 1980s, Mattel produced video game systems, under its own brands and under license from Nintendo.

In 1985, the company launched the Barbie “We Girls Can Do Anything” TV advertising campaign to encourage girls to believe in themselves.[52] They also released the CEO / Day-to-Night Barbie to celebrate women becoming CEOs.[53] In 1986, Barbie joined the list of famous individuals painted by Andy Warhol.[52]

New York City-based venture capital firms E.M. Warburg, Pincus & Co. and Drexel Burnham Lambert invested a couple hundred million dollars in Mattel in 1984 to help the company survive. However, the Masters of the Universe action figure line sales dropped, causing a $115 million loss in 1987.

In the late 1980s, John W. Amerman, who had joined Mattel in 1980 as head of its international division, was named the company’s new chairman.[54] Chairman John W. Amerman improved the company's financial performance in 1987 by focusing on core brands. From 1987-1992, Barbie sales increased from $430 million to almost $1 billion.[54]

Amerman also secured licensing rights for a new line of Disney infant and preschool plush toys in 1988.[54] This partnership expanded, allowing Mattel to sponsor attractions and to develop and sell toys at three Disney theme parks.[54] Mattel also negotiated the exclusive rights to sell dolls, stuffed characters, and preschool toys based on Disney characters.[54]

Mattel returned to working with Disney the following year.[17] In 1991, Mattel moved its headquarters from Hawthorne to its current El Segundo site, in Los Angeles County.[55]

Uno, Fisher-Price, American Girl, Pinky:st., Polly Pocket: 1992–2009

In 1992, Barbie added a new career to her name when Mattel created the first President Barbie.[53] Since 1992, Barbie has run for President seven times.[56] Mattel released an all-female ticket in 2016.[53]

Mattel entered the gaming business in 1992 with the purchase of International Games, creators of UNO and Skip-Bo.[39] Over the next decade, the company would purchase Fisher-Price, Inc. on August 20, 1993, and Tyco Toys, Inc. (owners of the Matchbox and Dinky Toys brands) in 1997. In 1998, Mattel acquired Pleasant Company (creators of the American Girl brand)[17] and Swindon, England-based toymaker Bluebird Toys (along with its most prized property, Polly Pocket). That same year, the first American Girl retail store opened for business in Chicago.[57]

In 1997, the Fisher-Price Little People toys underwent a redesign to look more like real kids with different skin colors, added arms and hands, and greater detail on the face, hair, and clothes.[58] That same year, Mattel acquired View-Master,[59] and Hot Wheels partnered with NASCAR drivers Kyle Petty and Jack Baldwin.[60] This was the first time NASCAR-themed vehicles were produced.[60]

In 1998, Mattel donated $25 million to help rebuild UCLA’s children’s hospital, and the hospital was renamed the UCLA Mattel Children’s Hospital.[61] That was also the year that Barbie was inducted into the National Toy Hall of Fame;[62] and the first Thomas & Friends theme park, Thomas Land, opened in Japan’s Fujikyu Park.[63]

Mattel purchased The Learning Company (formerly SoftKey) in 1999 for $3.5 billion, but sold it the following year at a loss. The company had a $430.9 million net loss that year.[17]

Mattel earned the first grant for the Disney Princess doll license in 2000.[64] In December 2000, Mattel sued Danish-Norwegian europop band Aqua, claiming their song "Barbie Girl" violated the Barbie trademark and turned Barbie into a sex object, referring to her as a "blonde bimbo"; in a lawsuit which was rejected in two years later.[65]

In 2000, Mattel signed a deal with Warner Bros. to become the master licensee for Harry Potter-branded toys.[66] Two years later, the companies extended their partnership, with Mattel becoming master licensee for Batman, Superman, Justice League and the Looney Tunes toys for all markets except Asia.[67]

In 2001, the Twin Mill, the first life-sized Hot Wheels car, was created.[68] Since then, more than twenty life-sized cars have been created and inducted into the Hot Wheels Garage of Legends.[69]

American Girl launched its “Girl of the Year” campaign in 2001 to highlight dolls with contemporary stories.[70] Each doll is only available for a year.

In 2002, Mattel closed its last factory in the United States, originally part of the Fisher-Price division, outsourcing production to China, which began a chain of events that led to its distribution of millions of hazardous toys, including ones contaminated with lead.[71] On August 14, 2007, Mattel recalled over 18 million products. The New York Times closely covered its multiple recalls.[72][73][74] Many of the products had surface coatings that contained more than the U.S. legal limit of .06% lead by weight.[74] Other toys were recalled because their strong, detachable magnets could endanger children. Mattel re-wrote its policy on magnets, finally issuing a recall in August 2007.[75] The recall included 7.1 million Polly Pocket toys produced before November 2006, 600,000 Barbie and Tanner Playsets, 1 million Doggie Daycare, Shonen Jump's One Piece and thousands of Batman Manga toys due to exposed magnets.[75] In 2009, Mattel paid a $2.3 million fine to the Consumer Products Safety Commission for marketing, importing, and selling non-compliant toys.[76] Mattel was noted for its crisis response by several newspaper publications, including PRWeek, the Los Angeles Times, Fortune, and Business Management.[77][78][79]

In 2004, Mattel signed a deal with the inventor BABYsue and the Japanese Manufacturer Vance Project and purchased Pinky:st. for $4 billion. On February 3, 2006, Mattel signed a deal with Disney and produced its animated series.

More acquisitions and brand portfolio expansion: 2010–2016

On June 11, 2010, Mattel launched Monster High, a fashion doll line featuring the teenage children of famous and well-known monsters like Dracula, Frankenstein, Cleopatra, Gorgon, Werewolf and The Mummy.[80][81] It led to popularity and cult following success which Mattel translated into two spin-offs, each with a different focus than Monster High; Ever After High in 2013[82][83] and Enchantimals four years later. In 2011, Hot Wheels set a new world-record for a jump made by a four-wheeled vehicle at the 100th anniversary of the Indy 500.[84] The 332 feet jump broke the previous 301 feet record set in 2009.[84]

In early 2010, HiT Entertainment licensed Thomas & Friends to Mattel for toys.[85] Mattel will then agree to purchase HiT Entertainment from Apax Partners on October 24, 2011, for $680 million, excluding its share of the PBS Kids Sprout channel (now Universal Kids), which would be completed on February 1, 2012 for £680m,[86] and be managed under Mattel's Fisher-Price unit.[87] In 2012, Mattel introduced a doll, Ella, to the Barbie line.[88] The doll is bald and was distributed directly through hospitals to children experiencing hair loss due to cancer and other diseases.[88] On October 16, 2013, with reports of high profitability, Mattel launched an in-house film studio, Mattel Playground Productions, through which it produces original films, TV shows, Web series, live events, and games.[89][90]

Fortune Magazine named Mattel one of the top 100 companies to work for in 2013, noting only 1,292 positions were full, out of 164,045 job applications during the previous year, as well as more than 1,000 employees had been with the company longer than 15 years.[91]

On February 28, 2014, Mattel acquired Mega Brands[41] and Pinky:st. celebrated its 10th anniversary. On April 16, 2015, Mattel announced a partnership with invention platform Quirky to crowd-source a number of products.[92]

Mattel added a princess-themed Barbie line in 2010. Barbie sales began plummeting in 2012, thus removing focus from the Disney Princess line. Mattel had only sold Cinderella, Ariel, Belle and the two Frozen princesses (Ana and Elsa) around its last year of the Disney license in early 2016. With these competing lines and an expiration of the brand license at the end of 2015, Disney gave Hasbro a chance to gain the license given their work on Star Wars, which led to a Descendants license. Disney Consumer Products also made an attempt to evolve the brand from "damsels" to "heroines." In September 2014, Disney announced Hasbro would be the licensed doll maker for the Disney Princess line starting on January 1, 2016.[64] In January 2022, Mattel announced it had won back licensing rights from Hasbro to produce the Disney Princess line and 'Frozen' characters.[93][94] The latest collection of dolls were available in January 2023.[95][96]

In January 2015, board member Christopher Sinclair replaced CEO Bryan Stockton, following with 2/3 of senior executives resigning or receiving lay off.[64] In February, a new View-Master was announced.[97] Through a partnership with Google Cardboard, the toy was upgraded to provide a virtual reality viewing experience.[97]

In Mid-2015, for the Thomas and Friends franchise’s 70th anniversary, Mattel released 2 movies: Thomas & Friends: The Adventure Begins and Sodor’s Legend of the Lost Treasure with current series head writer Andrew Brenner and animation company Arc Productions.[98]

In January 2016, Mattel acquired Fuhu, makers of Nabi tablets and other technology-driven hardware, in a bankruptcy proceeding for a sum worth $21 million.[99] On March 30, 2016, Mattel formed a "senior head" division named Mattel Creations to centralize its multi-platform content output. These previous production units had created several Barbie, American Girl, and Monster High movies and tv shows.[100][101] In the process, the production teams and operations of Mattel Playground Productions, HIT Entertainment and the American Girl content creation team in Middleton, Wisconsin were absorbed into Creations in the following day.[102] On July 19, 2016, NBCUniversal announced Mattel's license acquisition to produce toys based on the Jurassic Park franchise after Hasbro's rights expired in 2017.[103]

Hasbro's failed takeover and Mattel163: 2017–2018

Former Google executive, Margo Georgiadis, was announced as company CEO on 17 January 2017.[104] On 10 November 10, 2017, the Wall Street Journal reported that Hasbro had made a takeover offer for Mattel,[105][106] with Hasbro worth about $11 billion at the time and Mattel, $5 billion,[106] but the latter rejected the offer less than a week later, according to Reuters.[107]

Mattel formed with Chinese internet technology and video game company NetEase on January 29, 2018, a joint venture, Mattel163, a mobile publishing and development studio that creates apps based on some of Mattel’s brands, including Barbie, Hot Wheels, and Thomas & Friends.[108][109] At the time the deal was signed, Barbie had just been named one of the Top 50 Most Viewed YouTube Channels in the U.S. and more than 140 million Barbie films and 30 full-length movies had been released.[110] That same year, American Girl released “Create Your Own,” allowing kids to create a doll from scratch and customize everything including facial features, hair, accessories and outfits, and the doll’s favorite places and hobbies.[111]

The company announced on December 24, 2018, that they lost the DC Comics toy license to Spin Master starting in the spring of 2020. With the news, company share reached an 18-year low at $9.25 a share.[112]

Company Reorganization & Production Partnership Increments: 2018–present

Ynon Kreiz was named company chairman and CEO on April 26, 2018, replacing outgoing CEO Georgiardis, who moved on to head Ancestry.com.[113] Two months later, the company laid off 2,200 employees partially due to the liquidation of Toys "R" Us in the U.S.[114] Kreiz started reorganization of Mattel which included new board of directors and added that executives having entertainment backgrounds and a global franchise management group had been charged with finding new opportunities in existing markets.[115]

2018 was also the 50th anniversary of Hot Wheels.[116] To celebrate, the original 16 Hot Wheels die-cast cars were recreated and sold as a set.[116]

In September of the same year, Thomas & Friends announced an alliance with the United Nations to introduce some of the organization’s Sustainable Development Goals into the show’s content.[117] This included content around quality education, gender equality, clean water and sanitation, sustainable cities and communities, responsible consumption and production, and life on land.[117]

Finally, Mattel Children’s Foundation marked the year by making it the first annual Global Day of Play.[118] This is a company-wide community service initiative that focuses on working with nonprofits and organizations around the world to give children a day focused on the power of play.[118]

On 30 August 2018, Mattel indicated the formation of its global franchise management division to be headed by Janet Hsu as chief franchise management officer. The division was mandated to seek out new commercial opportunities plus to bring to together consumer products, content development and distribution, digital gaming, live events and partnerships. Hsu was previously the CEO of Saban Brands,[119] where Frederic Soulie last worked before being appointed as senior vice president of content distribution and business development in the franchise division on September 28, 2018.[120] Mattel reorganized Mattel Creations and renamed it to Mattel Television on 5 February 2019, which would be headed by former Disney Channels Worldwide (now Disney Branded Television) programming executive Adam Bonnett.[121] In 2020, Fred Soulie in turn was "role-tripled" to general manager and senior vice president of the new division.[122][123]

Mattel released Hot Wheels Monster Trucks in 2019. It included a full line of die-cast vehicles and a national live-event tour, Hot Wheels Monster Trucks Live.[124] The company also released “Creatable World,” a line of gender-neutral dolls.[125]

On March 9, 2019, Barbie celebrated its 60th anniversary.[126] As part of the anniversary celebrations, Mattel released 20 new role model dolls in its Shero line to recognize influential women around the world.[126][127] Mattel donated $1 from every sale to its Dream Gap Project Fund, which aims to work with other organizations to end the issue of girls seeing themselves as less capable than boys.[128]

In June, Mattel released its new Hot Wheels ID line of cars.[129] The cars are embedded with NFC chips so that people can scan the cars’ and then build tracks, race, and view race stats for combined digital and physical racing play.[129] In December, Mattel released an update that allowed kids to scan their cars into an app and then access different coding exercises.[130]

In August 2019, Mattel announced a reboot of He-Man and the Masters of the Universe.[131] The relaunch will include new toy lines and brand extensions, a new comic book series, and a Netflix series.[131]

In April 2020, the company released a Thomas & Friends special titled “The Royal Engine” to celebrate the program’s 75th anniversary.[132] It was introduced by the Duke of Sussex and featured animated versions of Queen Elizabeth and Prince Charles as children.[132] That same month, the new Basquiat Barbie was introduced, featuring the work of the artist Jean-Michel Basquiat.[133]

Mattel also created a new online resource, Mattel Playroom, to provide free games, activities, coloring sheets, DIY projects resources for parents/caregivers, and more to help families during the coronavirus pandemic.[134]

Warner Music Group's Arts Music division arranged to become the distributor of Mattel's music catalog on May 1, 2020.[135][136][137] Arts Music planned to make available hundreds of never-before-released songs and new songs for existing brands such as Barbie, Thomas & Friends, Hot Wheels, American Girl, and Fisher-Price.[138] First up was the 8th May digital launch of Thomas & Friends’ birthday album[138] which would be managed/handled by ADA Worldwide under the pseudonym label: "Mattel–Arts Music." That same month, Mattel announced “Play it Forward,” a new initiative that focuses on using Mattel brands to give back.[139] The first Play it Forward program was #ThankYouHeroes, which included a collection of action figures and Little People characters who represent those who work essential jobs during the COVID-19 pandemic, like doctors, nurses, EMTs, and delivery drivers.[139] Then, in October, Mattel celebrated Fisher-Price’s 90th anniversary by creating a virtual Toy Museum.[140] The museum featured more than 90 different exhibits that were created by the artist, set designer, and photographer Leila Fakouri.[140] That month also saw the launch of Mattel Creations, an e-commerce and content platform.[141] It features limited edition, curated items made with collaboration from pop-culture artists.[141] The site’s inaugural collection included the Artist Collaboration Collection, featuring brands Barbie, Masters of the Universe, Hot Wheels, and the Magic 8-Ball[141] and artists Gianni Lee, Cristina Martinez, Travis Ragsdale, and Distortedd.[142]

In January 2021, Mattel released a die-cast scale model of the Mars Perseverance Rover.[143] Perseverance was the latest vehicle in Hot Wheels’ Space mini-collection, which Mattel originally released in 1996 with the Sojourner Mars Rover.[143] This is also the month Mattel officially cancelled Thomas and Friends after a 37 year run, to make way for its reboot Thomas and Friends: All Engines Go! , which began in September 2021.

On 5 April 2022, the Mattel board of directors led by its CEO, Ynon Kreiz, named company chief commercial officer, Steven Totzke, as company president alongside his original post and would continue to report to Kreiz as before.[1][2][3][4][5]

Television and Film Productions

In September 2018, Mattel announced its new division aimed at developing and producing movies for its brands, Mattel Films.[144] Since then the division has announced several projects including a:

  • Hot Wheels live-action feature film[145]
  • Thomas & Friends film[146]
  • Major Matt Mason film, starring Tom Hanks[147]
  • Barbie live-action film, starring Margot Robbie[147]
  • American Girl-themed live-action film[148]
  • Rock Em Sock Em Robots film[149]

In 2021, Mattel announced that it was rebooting the Monster High Franchise. As part of that reboot, Mattel and Nickelodeon are creating a new animated Monster High series, releasing in 2022, and a live-action movie musical event.[150] Additional Mattel Television content includes series based on Master of the Universe, Barbie, Thomas & Friends, Polly Pocket, and more.[151][152]

Media and entertainment ventures

Main articles: Mattel Films and Mattel Television

Mattel has a long history of media engagement since its foundation with the advertising of products from its brands including Barbie, Monster High and Polly Pocket, but the venture into full-time entertainment began in May, 1970, when it teamed up with producer Robert B. Radnitz to form a joint venture film production company, "Radnitz/Mattel Productions".[35] Masters of the Universe and its lead character He-Man had a cartoon series which released between 1983 and 1985 and was followed by a live-action film in 1987.[153] In 1986, Mattel launched a television syndication unit; MTS Entertainment, headed by John M. Weens, to distribute the Captain Power and the Soldiers of the Future syndicated television show.[154]

My Scene, with Mattel's flagship Barbie brand, launched in 2002 and wasted little time in invoking a film franchise of DVD-exclusive/direct-to-DVD CGI-animated films. "Polly Pocket", which was originally founded and designed by Chris Wiggs in 1983 for his daughter Kate as a private toy and from 1989 housed in Bluebird Toys which Mattel acquired in 1998, also followed suit.

With Lionsgate and its previous incarnation companies in Artisan Films and Family Home Entertainment, Mattel had its flagship Barbie brand launched into a series of successful computer-animated direct-to-video films, which moved to Universal in late 2006 and is, as of 1 September 2021, jointly handled by Mill Creek Entertainment and NCirlce Entertainment, with the latter solely for American retailers.[155][156][157][158][159] Monster High followed Barbie just months after its launch in 2010[160] and many “American Girl” films were made.[160]

Mattel agreed to purchase HiT Entertainment without the stake in the Sprout TV channel (formerly PBS Kids Sprout and now Universal Kids) from Apax Partners on 25 October 2011, for $680 million,[85] and closed on 1 February 2012,[86] to become part of its Fisher-Price division. HiT Entertainment would later be absorbed into a then-newly-formed division known as "Mattel Creations" with its intellectual property (IP) brands shared equally between itself and another then-newly formed Mattel division, Mattel Films.

On October 16, 2013, with reports of high profitability, Mattel launched an in-house film studio, Mattel Playground Productions (shortened as Mattel PGP or just PGP) as its in-house film studio to handle multimedia productions and foster creative storytelling for its brands for global multi-platform distribution.[89][90][160]

Mattel formed a "senior head" division Mattel Creations on March 30, 2016, to absorb Mattel Playground Productions, HiT Entertainment and the American Girl content creation team in Middleton, Wisconsin and centralize its content output.[102] Mattel Playground Productions would later be revived on 6 September 2018 and renamed to Mattel Films (which was and still widely perceived outside Mattel) and would handle solely films based on its brands as opposed to its predecessor.[161][162] Mattel Creations would be reorganized on 5 February 2019 with the hiring of former Disney Channels Worldwide (now Disney Branded Television) programming executive Adam Bonnett as its division head and be renamed to Mattel Television.

See also

References

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Further reading

  • Kettelkamp, Sean; Chatty Cathy and Her Talking Friends, Schiffer Publishing (1998)

External links

  • Official website
  • Corporate website
  • Business data for Mattel:
    • Google
    • SEC filings
    • Yahoo!

April 10, 2023
mattel, american, multinational, manufacturing, company, founded, january, 1945, headquartered, segundo, california, company, presence, countries, territories, sells, products, more, than, countries, company, operates, through, three, business, segments, north. Mattel Inc m e ˈ t ɛ l me TEL is an American multinational toy manufacturing company founded in January 1945 and headquartered in El Segundo California The company has presence in 35 countries and territories and sells products in more than 150 countries 8 The company operates through three business segments North America International and American Girl 9 Mattel Inc Mattel headquarters in El Segundo CaliforniaTypePublicTraded asNasdaq MATS amp P 400 componentIndustryToys and entertainmentFoundedJanuary 1945 78 years ago 1945 01 Los Angeles California U S FoundersHarold MatsonElliot HandlerRuth HandlerHeadquarters333 Continental BlvdEl Segundo California United StatesArea servedWorldwideKey peopleYnon Kreiz Chairman and CEO Steven Totzke President and COO 1 2 3 4 5 ProductsVehiclesdollsInfant Toddler Preschool ToysGamesAction FiguresPlushBuilding SetsFilm and TelevisionDigital ContentDigital GamingMusicLive EventsBrandsBarbie Hot Wheels Pinky st Matchbox Fisher Price American Girl Polly Pocket UNO Mega Thomas amp Friends Masters of the Universe Monster High Ever After High My Scene EnchantimalsRevenueUS 5 46 billion 2021 Operating incomeUS 730 million 2021 Net incomeUS 903 million 2021 Total assetsUS 6 39 billion 2021 Total equityUS 1 57 billion 2021 Number of employeesc 36 300 Dec 2021 DivisionsMattel FilmsMattel TelevisionMattel Digital GamesSubsidiariesFisher PriceMega BrandsPinky st Websitewww wbr mattel wbr comFootnotes references 6 7 It is the world s second largest toy maker in terms of revenue after The Lego Group 10 11 Two of its historic and most valuable brands Barbie and Hot Wheels were respectively named the top global toy property and the top selling global toy of the year for 2020 12 and 2021 13 by The NPD Group a global information research company The name of the company is a portmanteau of the names of two of the company s founders the surname of Harold Matson and the first name of Elliot Handler 14 Contents 1 History 1 1 Origins and early years 1 2 Post Handlers 1 2 1 Uno Fisher Price American Girl Pinky st Polly Pocket 1992 2009 1 3 More acquisitions and brand portfolio expansion 2010 2016 1 4 Hasbro s failed takeover and Mattel163 2017 2018 1 5 Company Reorganization amp Production Partnership Increments 2018 present 1 6 Television and Film Productions 2 Media and entertainment ventures 3 See also 4 References 5 Further reading 6 External linksHistory EditOrigins and early years Edit Former logo used from 1969 to 2019 Harold Matt Matson Ruth Handler and Elliot Handler founded Mattel as Mattel Creations in January 1945 in a garage in Los Angeles 15 16 The company began selling picture frames and later dollhouse furniture out of offcuts from those frames Matson sold his share and stake to the Handlers due to poor health the following year when Handler s wife Ruth took over 17 In 1947 the company had its first hit toy a ukulele called Uke A Doodle 16 The company was incorporated in 1948 in Hawthorne California 17 In 1950 the Magic 8 Ball was invented by Albert C Carter and Abe Bookman the toy is now owned by Mattel 18 Mattel started advertising on TV when it became the first sponsor of the Mickey Mouse Club TV series 19 1957 saw the release of the Fisher Price Corn Popper and the Xylophone 20 21 Mattel ultimately acquired Fisher Price on August 20 1993 22 The Barbie doll debuted on March 9 1959 going on to become the company s best selling toy in history 23 In 1960 Mattel introduced Chatty Cathy a talking doll that was voiced by June Foray and revolutionized the toy industry leading to pull string talking dolls and toys flooding the market throughout the 1960s and 1970s 17 24 In 1961 Mattel introduced the Ken doll 25 The company went public in 1960 and became listed on the New York Stock Exchange in 1963 Mattel also acquired a number of like minded companies during the 1960s see table below 17 The original Barbie Dreamhouse appeared in 1962 and was made with cardboard and paper 26 In 1965 the company built on its success with the Chatty Cathy doll to introduce the See n Say talking toy spawning a line of products 27 That year also saw the release of Astronaut Barbie the first of many space themed Barbies 28 Barbie traveled to the moon four years before Neil Armstrong 29 In 1967 Mattel released Major Matt Mason another toy astronaut 30 On May 18 1968 Hot Wheels was released to the market 17 Hot Wheels was invented by a team of Mattel inventors which included a rocket scientist and a car designer 31 32 That year also saw another doll release this time Christie Barbie s friend and the first black doll 33 which in the following years and decades would spawn an endless line of Barbie themed and branded family and friends In 1969 Mattel changed the Mattel Creations and the Mattel Inc Toymakers marketing brands to just Mattel and launched the iconic red sun logo with the Mattel wordmark in all capitals for better identity In 1970 Hot Wheels forged a sponsorship agreement with drag racing drivers Don The Snake Prudhomme and Tom The Mongoose McEwen 34 In addition to other marketing measures the two racers cars a yellow Barracuda and a red Duster were reproduced as Hot Wheels toys 34 In May 1970 Mattel formed a joint venture film production company Radnitz Mattel Productions with producer Robert B Radnitz 35 which would kickstart Mattel s venture into full time entertainment to accompany its most famous toy TV commercials The card game Uno now stylized as UNO was invented by Merle Robbins in 1970 36 and was acquired by Mattel in 1996 37 Acquisitions Year 17 Dee amp Cee Toy Co Ltd 1962Standard Plastic Products Inc 1966Hong Kong Industrial Co Ltd Precision Moulds Ltd Rosebud Dolls Ltd 1967Monogram Models Inc 1968A amp A Die Casting CompanyRatti Vallensasca Mebetoys Ebiex S A 1969H amp H Plastics Co Inc Meta frame Corp Ringling Bros and Barnum amp Bailey Circus Feld Productions 1971 1982Ice Follies 1979 1982Holiday on IceWestern Publishing 1979Corgi Toys Ltd 1989 38 International Games 1992 39 Fisher Price Inc 1993Tyco Toys Inc 1997Pleasant Company 1998 17 Bluebird Toys original home of Polly Pocket 1998The Learning Company formerly SoftKey 1999 2001 17 Pinky st 2004HiT Entertainment 2012 40 Mega Brands 2014 41 Fuhu 2016In 1971 Mattel purchased The Ringling Bros and Barnum amp Bailey Circus from the Feld family for 40 million whom Mattel kept as management 42 Mattel sold the circus corporation by December 1973 despite its profit contributions as Mattel showed a 29 9 million loss in 1972 43 In 1974 an investigation found Mattel guilty of issuing false and misleading financial reports which led to the banishing of Elliot and Ruth Handler from the company they had founded 17 Post Handlers Edit Arthur S Spear a then Mattel vice president took control of the company in 1975 and returned the company to profitability in two years 44 In 1978 the Mattel Children s Foundation was founded Ruth Handler sold her stock in 1980 and finally let loose of the company she co founded 17 Logo of Mattel Electronics 1977 1984 The Mattel Electronics line debuted in 1977 with an all electronic handheld game The success of the handheld led to the expansion of the line with game console then the line becoming its own corporation in 1982 45 Mattel Electronics forced Mattel to take a 394 million loss in 1983 and almost filed for bankruptcy 17 In 1979 through Feld Productions Mattel purchased the Holiday on Ice and Ice Follies for 12 million 46 Also acquired that year was Western Publishing for 120 million in cash and stock 47 Mattel would later sell the company to Richard A Bernstein in December 1983 47 In 1980 Mattel introduced the first diverse line of Barbie dolls with a Hispanic doll and the first African American Barbie different from Christie who was Barbie s friend 48 49 The line will eventually include Barbies from more than 40 countries 49 In 1982 He Man and the Masters of the Universe line of action figures was released 50 The line inspired a three issue comic book mini series and an animated series 50 The Felds bought the circus and related companies in 1982 for 22 8 million 51 In the early 1980s Mattel produced video game systems under its own brands and under license from Nintendo In 1985 the company launched the Barbie We Girls Can Do Anything TV advertising campaign to encourage girls to believe in themselves 52 They also released the CEO Day to Night Barbie to celebrate women becoming CEOs 53 In 1986 Barbie joined the list of famous individuals painted by Andy Warhol 52 New York City based venture capital firms E M Warburg Pincus amp Co and Drexel Burnham Lambert invested a couple hundred million dollars in Mattel in 1984 to help the company survive However the Masters of the Universe action figure line sales dropped causing a 115 million loss in 1987 In the late 1980s John W Amerman who had joined Mattel in 1980 as head of its international division was named the company s new chairman 54 Chairman John W Amerman improved the company s financial performance in 1987 by focusing on core brands From 1987 1992 Barbie sales increased from 430 million to almost 1 billion 54 Amerman also secured licensing rights for a new line of Disney infant and preschool plush toys in 1988 54 This partnership expanded allowing Mattel to sponsor attractions and to develop and sell toys at three Disney theme parks 54 Mattel also negotiated the exclusive rights to sell dolls stuffed characters and preschool toys based on Disney characters 54 Mattel returned to working with Disney the following year 17 In 1991 Mattel moved its headquarters from Hawthorne to its current El Segundo site in Los Angeles County 55 Uno Fisher Price American Girl Pinky st Polly Pocket 1992 2009 Edit In 1992 Barbie added a new career to her name when Mattel created the first President Barbie 53 Since 1992 Barbie has run for President seven times 56 Mattel released an all female ticket in 2016 53 Mattel entered the gaming business in 1992 with the purchase of International Games creators of UNO and Skip Bo 39 Over the next decade the company would purchase Fisher Price Inc on August 20 1993 and Tyco Toys Inc owners of the Matchbox and Dinky Toys brands in 1997 In 1998 Mattel acquired Pleasant Company creators of the American Girl brand 17 and Swindon England based toymaker Bluebird Toys along with its most prized property Polly Pocket That same year the first American Girl retail store opened for business in Chicago 57 In 1997 the Fisher Price Little People toys underwent a redesign to look more like real kids with different skin colors added arms and hands and greater detail on the face hair and clothes 58 That same year Mattel acquired View Master 59 and Hot Wheels partnered with NASCAR drivers Kyle Petty and Jack Baldwin 60 This was the first time NASCAR themed vehicles were produced 60 In 1998 Mattel donated 25 million to help rebuild UCLA s children s hospital and the hospital was renamed the UCLA Mattel Children s Hospital 61 That was also the year that Barbie was inducted into the National Toy Hall of Fame 62 and the first Thomas amp Friends theme park Thomas Land opened in Japan s Fujikyu Park 63 Mattel purchased The Learning Company formerly SoftKey in 1999 for 3 5 billion but sold it the following year at a loss The company had a 430 9 million net loss that year 17 Mattel earned the first grant for the Disney Princess doll license in 2000 64 In December 2000 Mattel sued Danish Norwegian europop band Aqua claiming their song Barbie Girl violated the Barbie trademark and turned Barbie into a sex object referring to her as a blonde bimbo in a lawsuit which was rejected in two years later 65 In 2000 Mattel signed a deal with Warner Bros to become the master licensee for Harry Potter branded toys 66 Two years later the companies extended their partnership with Mattel becoming master licensee for Batman Superman Justice League and the Looney Tunes toys for all markets except Asia 67 In 2001 the Twin Mill the first life sized Hot Wheels car was created 68 Since then more than twenty life sized cars have been created and inducted into the Hot Wheels Garage of Legends 69 American Girl launched its Girl of the Year campaign in 2001 to highlight dolls with contemporary stories 70 Each doll is only available for a year In 2002 Mattel closed its last factory in the United States originally part of the Fisher Price division outsourcing production to China which began a chain of events that led to its distribution of millions of hazardous toys including ones contaminated with lead 71 On August 14 2007 Mattel recalled over 18 million products The New York Times closely covered its multiple recalls 72 73 74 Many of the products had surface coatings that contained more than the U S legal limit of 06 lead by weight 74 Other toys were recalled because their strong detachable magnets could endanger children Mattel re wrote its policy on magnets finally issuing a recall in August 2007 75 The recall included 7 1 million Polly Pocket toys produced before November 2006 600 000 Barbie and Tanner Playsets 1 million Doggie Daycare Shonen Jump s One Piece and thousands of Batman Manga toys due to exposed magnets 75 In 2009 Mattel paid a 2 3 million fine to the Consumer Products Safety Commission for marketing importing and selling non compliant toys 76 Mattel was noted for its crisis response by several newspaper publications including PRWeek the Los Angeles Times Fortune and Business Management 77 78 79 In 2004 Mattel signed a deal with the inventor BABYsue and the Japanese Manufacturer Vance Project and purchased Pinky st for 4 billion On February 3 2006 Mattel signed a deal with Disney and produced its animated series More acquisitions and brand portfolio expansion 2010 2016 Edit On June 11 2010 Mattel launched Monster High a fashion doll line featuring the teenage children of famous and well known monsters like Dracula Frankenstein Cleopatra Gorgon Werewolf and The Mummy 80 81 It led to popularity and cult following success which Mattel translated into two spin offs each with a different focus than Monster High Ever After High in 2013 82 83 and Enchantimals four years later In 2011 Hot Wheels set a new world record for a jump made by a four wheeled vehicle at the 100th anniversary of the Indy 500 84 The 332 feet jump broke the previous 301 feet record set in 2009 84 In early 2010 HiT Entertainment licensed Thomas amp Friends to Mattel for toys 85 Mattel will then agree to purchase HiT Entertainment from Apax Partners on October 24 2011 for 680 million excluding its share of the PBS Kids Sprout channel now Universal Kids which would be completed on February 1 2012 for 680m 86 and be managed under Mattel s Fisher Price unit 87 In 2012 Mattel introduced a doll Ella to the Barbie line 88 The doll is bald and was distributed directly through hospitals to children experiencing hair loss due to cancer and other diseases 88 On October 16 2013 with reports of high profitability Mattel launched an in house film studio Mattel Playground Productions through which it produces original films TV shows Web series live events and games 89 90 Fortune Magazine named Mattel one of the top 100 companies to work for in 2013 noting only 1 292 positions were full out of 164 045 job applications during the previous year as well as more than 1 000 employees had been with the company longer than 15 years 91 On February 28 2014 Mattel acquired Mega Brands 41 and Pinky st celebrated its 10th anniversary On April 16 2015 Mattel announced a partnership with invention platform Quirky to crowd source a number of products 92 Mattel added a princess themed Barbie line in 2010 Barbie sales began plummeting in 2012 thus removing focus from the Disney Princess line Mattel had only sold Cinderella Ariel Belle and the two Frozen princesses Ana and Elsa around its last year of the Disney license in early 2016 With these competing lines and an expiration of the brand license at the end of 2015 Disney gave Hasbro a chance to gain the license given their work on Star Wars which led to a Descendants license Disney Consumer Products also made an attempt to evolve the brand from damsels to heroines In September 2014 Disney announced Hasbro would be the licensed doll maker for the Disney Princess line starting on January 1 2016 64 In January 2022 Mattel announced it had won back licensing rights from Hasbro to produce the Disney Princess line and Frozen characters 93 94 The latest collection of dolls were available in January 2023 95 96 In January 2015 board member Christopher Sinclair replaced CEO Bryan Stockton following with 2 3 of senior executives resigning or receiving lay off 64 In February a new View Master was announced 97 Through a partnership with Google Cardboard the toy was upgraded to provide a virtual reality viewing experience 97 In Mid 2015 for the Thomas and Friends franchise s 70th anniversary Mattel released 2 movies Thomas amp Friends The Adventure Begins and Sodor s Legend of the Lost Treasure with current series head writer Andrew Brenner and animation company Arc Productions 98 In January 2016 Mattel acquired Fuhu makers of Nabi tablets and other technology driven hardware in a bankruptcy proceeding for a sum worth 21 million 99 On March 30 2016 Mattel formed a senior head division named Mattel Creations to centralize its multi platform content output These previous production units had created several Barbie American Girl and Monster High movies and tv shows 100 101 In the process the production teams and operations of Mattel Playground Productions HIT Entertainment and the American Girl content creation team in Middleton Wisconsin were absorbed into Creations in the following day 102 On July 19 2016 NBCUniversal announced Mattel s license acquisition to produce toys based on the Jurassic Park franchise after Hasbro s rights expired in 2017 103 Hasbro s failed takeover and Mattel163 2017 2018 Edit Former Google executive Margo Georgiadis was announced as company CEO on 17 January 2017 104 On 10 November 10 2017 the Wall Street Journal reported that Hasbro had made a takeover offer for Mattel 105 106 with Hasbro worth about 11 billion at the time and Mattel 5 billion 106 but the latter rejected the offer less than a week later according to Reuters 107 Mattel formed with Chinese internet technology and video game company NetEase on January 29 2018 a joint venture Mattel163 a mobile publishing and development studio that creates apps based on some of Mattel s brands including Barbie Hot Wheels and Thomas amp Friends 108 109 At the time the deal was signed Barbie had just been named one of the Top 50 Most Viewed YouTube Channels in the U S and more than 140 million Barbie films and 30 full length movies had been released 110 That same year American Girl released Create Your Own allowing kids to create a doll from scratch and customize everything including facial features hair accessories and outfits and the doll s favorite places and hobbies 111 The company announced on December 24 2018 that they lost the DC Comics toy license to Spin Master starting in the spring of 2020 With the news company share reached an 18 year low at 9 25 a share 112 Company Reorganization amp Production Partnership Increments 2018 present Edit Ynon Kreiz was named company chairman and CEO on April 26 2018 replacing outgoing CEO Georgiardis who moved on to head Ancestry com 113 Two months later the company laid off 2 200 employees partially due to the liquidation of Toys R Us in the U S 114 Kreiz started reorganization of Mattel which included new board of directors and added that executives having entertainment backgrounds and a global franchise management group had been charged with finding new opportunities in existing markets 115 2018 was also the 50th anniversary of Hot Wheels 116 To celebrate the original 16 Hot Wheels die cast cars were recreated and sold as a set 116 In September of the same year Thomas amp Friends announced an alliance with the United Nations to introduce some of the organization s Sustainable Development Goals into the show s content 117 This included content around quality education gender equality clean water and sanitation sustainable cities and communities responsible consumption and production and life on land 117 Finally Mattel Children s Foundation marked the year by making it the first annual Global Day of Play 118 This is a company wide community service initiative that focuses on working with nonprofits and organizations around the world to give children a day focused on the power of play 118 On 30 August 2018 Mattel indicated the formation of its global franchise management division to be headed by Janet Hsu as chief franchise management officer The division was mandated to seek out new commercial opportunities plus to bring to together consumer products content development and distribution digital gaming live events and partnerships Hsu was previously the CEO of Saban Brands 119 where Frederic Soulie last worked before being appointed as senior vice president of content distribution and business development in the franchise division on September 28 2018 120 Mattel reorganized Mattel Creations and renamed it to Mattel Television on 5 February 2019 which would be headed by former Disney Channels Worldwide now Disney Branded Television programming executive Adam Bonnett 121 In 2020 Fred Soulie in turn was role tripled to general manager and senior vice president of the new division 122 123 Mattel released Hot Wheels Monster Trucks in 2019 It included a full line of die cast vehicles and a national live event tour Hot Wheels Monster Trucks Live 124 The company also released Creatable World a line of gender neutral dolls 125 On March 9 2019 Barbie celebrated its 60th anniversary 126 As part of the anniversary celebrations Mattel released 20 new role model dolls in its Shero line to recognize influential women around the world 126 127 Mattel donated 1 from every sale to its Dream Gap Project Fund which aims to work with other organizations to end the issue of girls seeing themselves as less capable than boys 128 In June Mattel released its new Hot Wheels ID line of cars 129 The cars are embedded with NFC chips so that people can scan the cars and then build tracks race and view race stats for combined digital and physical racing play 129 In December Mattel released an update that allowed kids to scan their cars into an app and then access different coding exercises 130 In August 2019 Mattel announced a reboot of He Man and the Masters of the Universe 131 The relaunch will include new toy lines and brand extensions a new comic book series and a Netflix series 131 In April 2020 the company released a Thomas amp Friends special titled The Royal Engine to celebrate the program s 75th anniversary 132 It was introduced by the Duke of Sussex and featured animated versions of Queen Elizabeth and Prince Charles as children 132 That same month the new Basquiat Barbie was introduced featuring the work of the artist Jean Michel Basquiat 133 Mattel also created a new online resource Mattel Playroom to provide free games activities coloring sheets DIY projects resources for parents caregivers and more to help families during the coronavirus pandemic 134 Warner Music Group s Arts Music division arranged to become the distributor of Mattel s music catalog on May 1 2020 135 136 137 Arts Music planned to make available hundreds of never before released songs and new songs for existing brands such as Barbie Thomas amp Friends Hot Wheels American Girl and Fisher Price 138 First up was the 8th May digital launch of Thomas amp Friends birthday album 138 which would be managed handled by ADA Worldwide under the pseudonym label Mattel Arts Music That same month Mattel announced Play it Forward a new initiative that focuses on using Mattel brands to give back 139 The first Play it Forward program was ThankYouHeroes which included a collection of action figures and Little People characters who represent those who work essential jobs during the COVID 19 pandemic like doctors nurses EMTs and delivery drivers 139 Then in October Mattel celebrated Fisher Price s 90th anniversary by creating a virtual Toy Museum 140 The museum featured more than 90 different exhibits that were created by the artist set designer and photographer Leila Fakouri 140 That month also saw the launch of Mattel Creations an e commerce and content platform 141 It features limited edition curated items made with collaboration from pop culture artists 141 The site s inaugural collection included the Artist Collaboration Collection featuring brands Barbie Masters of the Universe Hot Wheels and the Magic 8 Ball 141 and artists Gianni Lee Cristina Martinez Travis Ragsdale and Distortedd 142 In January 2021 Mattel released a die cast scale model of the Mars Perseverance Rover 143 Perseverance was the latest vehicle in Hot Wheels Space mini collection which Mattel originally released in 1996 with the Sojourner Mars Rover 143 This is also the month Mattel officially cancelled Thomas and Friends after a 37 year run to make way for its reboot Thomas and Friends All Engines Go which began in September 2021 On 5 April 2022 the Mattel board of directors led by its CEO Ynon Kreiz named company chief commercial officer Steven Totzke as company president alongside his original post and would continue to report to Kreiz as before 1 2 3 4 5 Television and Film Productions Edit In September 2018 Mattel announced its new division aimed at developing and producing movies for its brands Mattel Films 144 Since then the division has announced several projects including a Hot Wheels live action feature film 145 Thomas amp Friends film 146 Major Matt Mason film starring Tom Hanks 147 Barbie live action film starring Margot Robbie 147 American Girl themed live action film 148 Rock Em Sock Em Robots film 149 In 2021 Mattel announced that it was rebooting the Monster High Franchise As part of that reboot Mattel and Nickelodeon are creating a new animated Monster High series releasing in 2022 and a live action movie musical event 150 Additional Mattel Television content includes series based on Master of the Universe Barbie Thomas amp Friends Polly Pocket and more 151 152 Media and entertainment ventures EditMain articles Mattel Films and Mattel Television Mattel has a long history of media engagement since its foundation with the advertising of products from its brands including Barbie Monster High and Polly Pocket but the venture into full time entertainment began in May 1970 when it teamed up with producer Robert B Radnitz to form a joint venture film production company Radnitz Mattel Productions 35 Masters of the Universe and its lead character He Man had a cartoon series which released between 1983 and 1985 and was followed by a live action film in 1987 153 In 1986 Mattel launched a television syndication unit MTS Entertainment headed by John M Weens to distribute the Captain Power and the Soldiers of the Future syndicated television show 154 My Scene with Mattel s flagship Barbie brand launched in 2002 and wasted little time in invoking a film franchise of DVD exclusive direct to DVD CGI animated films Polly Pocket which was originally founded and designed by Chris Wiggs in 1983 for his daughter Kate as a private toy and from 1989 housed in Bluebird Toys which Mattel acquired in 1998 also followed suit With Lionsgate and its previous incarnation companies in Artisan Films and Family Home Entertainment Mattel had its flagship Barbie brand launched into a series of successful computer animated direct to video films which moved to Universal in late 2006 and is as of 1 September 2021 jointly handled by Mill Creek Entertainment and NCirlce Entertainment with the latter solely for American retailers 155 156 157 158 159 Monster High followed Barbie just months after its launch in 2010 160 and many American Girl films were made 160 Mattel agreed to purchase HiT Entertainment without the stake in the Sprout TV channel formerly PBS Kids Sprout and now Universal Kids from Apax Partners on 25 October 2011 for 680 million 85 and closed on 1 February 2012 86 to become part of its Fisher Price division HiT Entertainment would later be absorbed into a then newly formed division known as Mattel Creations with its intellectual property IP brands shared equally between itself and another then newly formed Mattel division Mattel Films On October 16 2013 with reports of high profitability Mattel launched an in house film studio Mattel Playground Productions shortened as Mattel PGP or just PGP as its in house film studio to handle multimedia productions and foster creative storytelling for its brands for global multi platform distribution 89 90 160 Mattel formed a senior head division Mattel Creations on March 30 2016 to absorb Mattel Playground Productions HiT Entertainment and the American Girl content creation team in Middleton Wisconsin and centralize its content output 102 Mattel Playground Productions would later be revived on 6 September 2018 and renamed to Mattel Films which was and still widely perceived outside Mattel and would handle solely films based on its brands as opposed to its predecessor 161 162 Mattel Creations would be reorganized on 5 February 2019 with the hiring of former Disney Channels Worldwide now Disney Branded Television programming executive Adam Bonnett as its division head and be renamed to Mattel Television See also EditHasbro Spin Master The Lego Group MGA EntertainmentPortals Greater Los Angeles Companies ToysReferences Edit a b Mattel Promotes Steve Totzke to President and Chief Commercial Officer Press release Mattel April 5 2022 Archived from the original on July 19 2022 Retrieved June 1 2022 a b Mattel Promotes Steve Totzke to President and Chief Commercial Officer License Global Informa April 5 2022 Retrieved June 1 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after losing DC Comics deal LA Biz Retrieved January 9 2019 Whitten Sarah April 19 2018 Mattel s CEO Georgiadis heads to Ancestry Toymaker taps Ynon Kreiz to replace her CNBC Archived from the original on April 19 2018 Retrieved April 19 2018 Toy giant Mattel to slash more than 2 200 jobs Las Vegas Review Journal AP July 26 2018 Archived from the original on July 27 2018 Retrieved September 7 2018 Townsend Matthew September 6 2018 Mattel s New CEO Starts Movie Unit to Jump Start Film Franchises Bloomberg com Archived from the original on September 8 2018 Retrieved September 7 2018 a b Glucker Jeff November 2 2018 Hot Wheels to re release original 16 with a display set for 50th anniversary Motor Authority Retrieved September 1 2022 a b Thomas And Friends Launches Collaboration With the United Nations Look to the Stars September 12 2018 Retrieved September 13 2022 a b Mattel Announces Second Annual Global Day Of Play Across 30 Cities sgbonline com June 20 2019 Retrieved September 30 2022 Foster Elizabeth August 31 2018 Mattel launches global franchise management group Kidscreen Brunico Communications Ltd Archived from the original on March 12 2019 Retrieved March 11 2019 Foster Elizabeth September 28 2018 Mattel s global franchise management group grows Kidscreen Brunico Communications Ltd Archived from the original on April 7 2019 Retrieved March 11 2019 Littleton Cynthia February 6 2019 Disney Channel Alum Adam Bonnett Joins Mattel Television Variety Archived from the original on March 27 2019 Retrieved March 11 2019 Zahn James July 29 2020 EXCLUSIVE FRED SOULIE NAMED SENIOR VICE PRESIDENT GENERAL MANAGER MATTEL TELEVISION The Toy Book Retrieved June 2 2021 Zahn James July 29 2020 Fred Soulie Named Senior Vice President General Manager Mattel Television The Toy Book Retrieved March 16 2023 Christensen Matt October 28 2021 Hot Wheels New Monster Truck Toys Are Old School Cool Fatherly Retrieved October 6 2022 Aziz Afdhel September 25 2019 The Power Of Purpose Mattel Launches Creatable World To Celebrate Inclusive Play For All Kids Forbes Retrieved October 6 2022 a b Salling John March 9 2019 Barbie celebrates 60th anniversary KFYRTV Retrieved October 27 2022 Harris Shakkira March 9 2019 Mattel celebrates Barbie s 60th anniversary Women s History Month with role model dolls WXYZ 7 Action News Detroit Retrieved October 27 2022 Zhan James March 6 2019 Mattel Kicks Off Barbie 60th Anniversary Celebration The Toy Book Retrieved October 27 2022 a b Stein Scott June 14 2019 Hot Wheels ID adds Amiibo style magic to its cars CNET Retrieved November 17 2022 Greene Tristan December 16 2019 Review Hot Wheels id makes the perfect STEM gift for kids with iPads TNW Plugged Retrieved November 17 2022 a b Zahn James August 19 2019 Masters of the Universe Roars Back to Life with Netflix Series Comics Toys More The Toy Book The Toy Book Retrieved November 23 2022 a b Kolirin Lianne April 28 2020 Prince Harry records special Thomas amp Friends episode CNN Retrieved December 8 2022 Holmes Helen April 15 2020 Somehow This Basquiat Barbie Doll Actually Makes Sense Observer Retrieved December 21 2022 Santoro Alessia April 5 2020 Mattel s Online Playroom Offers Free Activities Games and Parent Resources POPSUGAR Family Retrieved January 5 2023 Mattel and Warner Music Group Announce Exclusive Global Distribution Partnership Press release Mattel Corporate May 1 2020 Archived from the original on February 6 2022 Retrieved January 4 2022 Warner Music Group signs distribution partnership with Mattel Music Ally May 4 2020 Retrieved February 2 2022 Millman Ethan May 1 2020 Warner Music s Newest Artists Are Hot Wheels and Barbie Rolling Stone Retrieved February 5 2022 a b Warner Music Strikes Distribution Deal With Mattel for 1 000 Songs From Barbie Thomas amp Friends More Variety Penske Media Corporation May 1 2020 Archived from the original on May 1 2020 Retrieved May 1 2020 a b Getler Taylor May 8 2020 Mattel s Play it Forward Initiative Shows the Value of Brand Adaptability Works Design Group Retrieved December 14 2022 a b Zahn James October 15 2020 Mattel Celebrates 90 Years of Fisher Price with a Virtual Toy Museum The Toy Book Retrieved January 11 2023 a b c Lidksy David October 9 2020 Pay 150 for an artist s Magic 8 Ball For the new Mattel Creations it is certain Fast Company Mattel Creations Launches www licenseglobal com October 8 2020 Retrieved January 26 2023 a b Anderson Paul Scott February 7 2021 Hey kids Meet the new Hot Wheels Mars rover earthsky org Retrieved November 29 2022 Whitten Sarah September 6 2018 Mattel takes a page from Hasbro s playbook launches film division CNBC Retrieved January 31 2023 El Segundo based Mattel Announces Hot Wheels Movie www elsegundo org February 19 2019 Retrieved January 31 2023 Sozzi Brian November 6 2020 Mattel CEO Barbie Hot Wheels are resonating with consumers during pandemic Yahoo News Retrieved January 31 2023 a b Gemmill Allie September 8 2019 Tom Hanks to Star in Mattel Live Action Movie Written by Akiva Goldsman Collider Retrieved January 31 2023 Evans Greg February 15 2019 Mattel Teams With MGM For American Girl Doll Movie Deadline Retrieved January 31 2023 D Alessandro Anthony April 19 2021 Rock Em Sock Em Robots Live Action Movie In The Works With Vin Diesel Universal amp Mattel Films Deadline Retrieved January 31 2023 Zahn James February 23 2021 Mattel Nickelodeon Team Up to Reboot Monster High for a New Generation The Toy Book The Toy Book Retrieved February 8 2023 White Peter February 23 2021 Monster High Live Action TV Movie amp Animated Series Reboot Set By Nickelodeon amp Mattel Deadline Retrieved February 15 2023 Whyte Alexandra February 5 2021 Cartoon Network Netflix snap up new 2D Thomas Kidscreen Retrieved February 15 2023 Fleming Mike Jr July 30 2012 Jon M Chu In Masters Of The Universe Talks Deadline Penske Business Media LLC Archived from the original on December 25 2016 Retrieved December 20 2016 Syndication Marketplace PDF Broadcasting amp Cable World Radio History November 10 1986 Retrieved October 17 2021 Whyte Alexandra NCircle amp Mill Creek pick up Mattel rights Kidscreen Retrieved November 7 2021 Gruenwedel Erik August 31 2021 Mattel Inks Disc Digital Distribution Deals With NCircle and Mill Creek Entertainment Media Play News Retrieved November 7 2021 NCircle Mill Creek Entertainment Announce Agreement with Mattel License Global August 31 2021 Retrieved November 7 2021 NCircle and Mill Creek Entertainment Announce Multi Year Physical and Digital Distribution Agreement with Mattel Mill Creek Entertainment Retrieved November 7 2021 Mattel Inks Physical Distribution Deal for Barbie Thomas amp Friends Masters of the Universe Animated Content The Toy Book The Toy Book August 31 2021 Retrieved November 7 2021 a b c Graser Marc October 15 2013 Mattel to Create Original Entertainment Through Playground Productions Banner Variety Archived from the original on June 13 2016 Retrieved June 6 2016 Ng David September 7 2018 Mattel creates new film division to turn toys into movies Los Angeles Times Archived from the original on September 7 2018 Retrieved September 7 2018 Thompson Luke Y September 7 2018 Why Mattel s Latest Movie Studio Announcement Doesn t Impress Forbes Archived from the original on January 10 2019 Retrieved January 9 2019 Further reading EditKettelkamp Sean Chatty Cathy and Her Talking Friends Schiffer Publishing 1998 External links EditMattel at Wikipedia s sister projects Media from Commons Data from Wikidata Official website Corporate websiteBusiness data for Mattel GoogleSEC filingsYahoo Retrieved from https en wikipedia org w index php title Mattel amp oldid 1148763070, wikipedia, wiki, book, books, library,

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