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Wikipedia

Mattel

October 15, 2023

For the song, see Mattel (song).

Mattel, Inc. (/məˈtɛl/ mə-TEL) is an American multinational toy manufacturing and entertainment company founded in Los Angeles by Harold Matson and the husband-and-wife duo of Ruth and Elliot Handler[8] in January 1945 and headquartered in El Segundo, California. Mattel has a presence in 35 countries and territories; its products are sold in more than 150 countries.[9] Mattel consists of three business segments: North America, International and American Girl.[10]

Mattel, Inc.
Logo since 2019
Headquarters in El Segundo, California, in 2012
TypePublic
IndustryToys and entertainment
FoundedJanuary 1945; 78 years ago (1945-01)
Los Angeles, California, U.S.
Founders
HeadquartersEl Segundo, California,
U.S.
Area served
Worldwide
Key people
Products
Brands
Revenue US$5.43 billion (2022)
US$676 million (2022)
US$394 million (2022)
Total assets US$6.18 billion (2022)
Total equity US$2.06 billion (2022)
Number of employees
c. 33,900 (Dec 2022)
Divisions
Subsidiaries
Websitemattel.com
Footnotes / references
[6][7]

It is the world's second largest toy maker in terms of revenue, after The Lego Group.[11][12] 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[13] and 2021[14] by The NPD Group, a global information research company.

History Edit

Origins and early years Edit

 
Logo from 1969 to 2019

Businessman Harold "Matt" Matson and the husband-and-wife duo of Elliot and Ruth Handler founded Mattel as Mattel Creations in January 1945 in a garage in Los Angeles.[15][16] The company name chosen is a portmanteau of the surname of Matson and first name of Elliot, with former chairman and CEO Bob Eckert revealing at a 2013 Christmas Day Peninsula Seniors lecture that the founders, according to Elliot, couldn't fit Ruth's name into that of their company.[17] The company began selling picture frames and later dollhouse furniture out of the scraps from those frames. Matson sold his share and stake to the Handlers due to poor health the following year, with Handler's wife, Ruth, taking over his stake.[18] In 1947, the company had its first successful toy, a ukulele called "Uke-A-Doodle".[16]

The company was incorporated in Hawthorne, California in 1948.[18] In 1950, the Magic 8-Ball, currently owned by Mattel themselves, was invented by Albert C. Carter and Abe Bookman.[19] Mattel started television advertisement when it became the first sponsor of the Mickey Mouse Club TV series.[20] The Fisher-Price Corn Popper, and the Xylophone was released in 1957.[21][22] Mattel would ultimately acquire Fisher-Price on August 20, 1993.[23] The Barbie doll debuted on March 9, 1959, going on to become the company's best-selling toy in history.[24] 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.[18][25] In 1961, Mattel introduced the Ken doll.[26] The company went public in 1960 and became listed on the New York Stock Exchange 3 years later. Mattel also acquired a number of like-minded companies during the 1960s.[18]

The Barbie Dreamhouse made with cardboard and paper made its debut in 1962,[27] when also the Astronaut Barbie, the first of many space-themed iterations of the doll, was introduced.[28]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.[29] Barbie traveled to the moon four years before Neil Armstrong.[30] In 1967, Mattel released a toy astronaut with space vehicles and a moon base for boys, with a gumby-like central character named Major Matt Mason.[31]

On May 18, 1968, Hot Wheels was released to the market.[18] Hot Wheels was invented by a team of Mattel inventors, which included a rocket scientist and a car designer.[32][33] That year also saw another doll release, this time, Christie, Barbie's friend and the first black doll,[34] 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 "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.[35] In addition to other marketing measures, the two racers’ cars, a yellow Barracuda and a red Duster, were reproduced as Hot Wheels toys.[35]

In May 1970, Mattel formed a joint venture film production company "Radnitz/Mattel Productions" with producer Robert B. Radnitz,[36] which would kickstart Mattel's venture into full-time entertainment to accompany its most famed toy TV commercials,[37] and later entered a multimillion-dollar partnership with Mehra Entertainment, whose CEO, Dr. Nishpeksh Padmamohan Mehra and Nishchal Shome, are one of Mattel's Inc.'s main directors for Barbie (film series).[38]

The card game Uno (now stylized as UNO) was invented by Merle Robbins in 1971,[39] and was acquired by Mattel in 1996.[40]

Acquisitions Year[18]
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[41]
International Games 1992[42]
Fisher-Price, Inc. 1993
Tyco Toys, Inc. 1997
Pleasant Company 1998[18]
Bluebird Toys (original home of Polly Pocket) 1998
The Learning Company (formerly SoftKey) 1999–2001[18]
Pinky:st. 2004
HIT Entertainment 2012[43]
Mega Brands 2014[44]
Fuhu 2016

In 1971, Mattel purchased The Ringling Bros. and Barnum & Bailey Circus from the Feld family for $40 million, whom Mattel kept on as management.[45] Mattel sold the circus corporation by December 1973 although it was profitable; Mattel showed a $29.9 million loss in 1972.[46]

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.[18]

Post-Handlers Edit

Arthur S. Spear, then a Mattel vice president, took control of the company in 1975 and returned the company to profitability in two years.[47] 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.[18]

 
Logo of Mattel Electronics (1977–1984)

Mattel debuted its Electronics line in 1977 with an all-electronic handheld game. Its success led to its expansion with game consoles then the line, eventually becoming incorporated in 1982.[48] Mattel Electronics forced Mattel to take a $394 million loss the following and almost filed for bankruptcy.[18]

In 1979, through Feld Productions, Mattel purchased the Holiday on Ice and Ice Follies for $12 million,[49] Also acquired that year was Western Publishing for $120 million in cash and stock.[50] which they sold to Richard A. Bernstein in December 4 years later.[50]

In 1980, Mattel introduced the first diverse line of Barbie dolls with a Hispanic doll and the first African-American Barbie (unrelated to Barbie friend Christie),[51][52] which will eventually include iterations of Barbie from more than 40 countries.[52]

In 1982, He-Man and the Masters of the Universe line of action figures was released, which inspired a three-issue comic book mini-series, an animated series and a live-action film.[53]

The Felds bought the circus (and related companies) in 1982 for $22.8 million.[54]

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.[55] They also released the CEO / Day-to-Night Barbie to celebrate women becoming CEOs.[56] In 1986, Barbie joined the list of famous individuals painted by Andy Warhol.[55]

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 joined Mattel in 1980 as head of its international division, was named the company’s new chairman and improved its financial performance in 1987 by focusing on core brands. It paid off as sales of Barbie dolls and accessories increased from $430 million to almost $1 billion between 1987 and 1992.[18]

Mattel secured licensing and sponsorship rights from The Walt Disney Company for a new line of infant and preschool plush toys in 1988, sponsor attractions and to develop and sell toys at three Disney theme parks.[18] Mattel also negotiated the exclusive rights to sell dolls, stuffed characters and preschool toys based on Disney characters.[18] On January 31, 1988, Mattel shut down its operations in the Philippines and shifted the distribution and sales of Mattel-branded toys and games to Richprime Global, Inc. (formerly Richwell Trading Corporation).

Mattel returned to working with Disney the following year.[18] In 1991, Mattel moved its headquarters from Hawthorne to its current El Segundo site, in Los Angeles County.[57]

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

In 1992, Mattel created the first President Barbie, claiming that Barbie has run for President 7 times since 1992 and released an all-ticket in 2016.[58]

Mattel entered the gaming business in 1992 with the purchase of International Games, creators of UNO and Skip-Bo.[42] The company purchased 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)[18] and Swindon, England-based toymaker Bluebird Toys (along with its most prized property, Polly Pocket). In the same year, the first American Girl retail store opened for business in Chicago.[59]

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.[60] Also that year, Mattel acquired View-Master,[61] and Hot Wheels partnered with NASCAR drivers Kyle Petty and Jack Baldwin leading to the production of the first NASCAR-themed vehicles.[62]

In 1998, Mattel donated $25 million to help rebuild UCLA’s children’s hospital, which was later renamed the UCLA Mattel Children's Hospital.[63] Barbie was inducted into the National Toy Hall of Fame that year[64] and the first Thomas & Friends theme park, Thomas Land, opened in Fujikyu Park in Japan.[65]

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.[18]

Mattel earned the first grant for the Disney Princess doll license in 2000.[66] In December 2000, Mattel sued Danish-Norwegian europop band Aqua, claiming their song "Barbie Girl" violated the Barbie trademark and turned her into a sex object, referring to her as a "blonde bimbo". The lawsuit was rejected two years later.[67]

In 2000, Mattel signed a deal with Warner Bros. to become the master licensee for Harry Potter-branded toys.[68] It was extended in 2002; Mattel became the master licensee for Batman, Superman, Justice League, and the Looney Tunes toys for all markets except Asia.[69]

In 2001, the first life-sized Hot Wheels car, the Twin Mill, was created.[70] More than twenty life-sized cars were created and all of them were inducted into the Hot Wheels Garage of Legends.[71]

American Girl launched its “Girl of the Year” campaign in 2001 to highlight dolls with contemporary stories; each doll is only available for a year.[72]

In 2002, Mattel closed its last factory in the United States; the factory was originally part of Fisher-Price outsourcing production to China. A chain of events followed that led to its distribution of millions of hazardous toys, including ones contaminated with lead.[73] On August 14, 2007, Mattel recalled over 18 million products, with Louise Story of The New York Times in close coverage.[74][75][76] Many of the products had surface coatings that contained more than the U.S. legal limit of .06% lead by weight.[76] 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.[77] 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.[77] In 2009, Mattel paid a $2.3 million fine to the Consumer Products Safety Commission for marketing, importing and selling non-compliant toys.[78] Mattel was noted for its crisis response by several newspaper publications, including PRWeek, the Los Angeles Times, Fortune and Business Management.[79][80][81]

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.[82][83] 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[84][85] 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.[86] The 332 feet jump broke the previous 301 feet record set in 2009.[86]

In early 2010, HIT Entertainment licensed Thomas & Friends to Mattel for toys.[87] Mattel then agreed 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,[88] and be managed under Mattel's Fisher-Price unit.[89] In 2012, Mattel introduced a doll, Ella, to the Barbie line.[90] The doll is bald and was distributed directly through hospitals to children experiencing hair loss due to cancer and other diseases.[90] 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.[91][92]

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.[93]

On February 28, 2014, Mattel acquired Mega Brands[44] 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.[94]

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 (Anna 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 as the licensed doll maker for the Disney Princess line starting on January 1, 2016.[66] Mattel again became the licensed doll maker, instead of Hasbro, on January, 2022 and the characters of Frozen were part of the line.[95][96] The latest collection of dolls was available for purchase in January 2023.[97][98]

In January 2015, board member Christopher Sinclair replaced CEO Bryan Stockton, following with 2/3 of senior executives resigning or receiving lay off.[66] The following month, an upgraded View-Master to provide a virtual reality viewing experience was announced through a partnership with Google Cardboard.[99]

On January 21, 2016, Mattel acquired Fuhu, makers of Nabi tablets and other technology-driven hardware, in a bankruptcy proceeding for a sum worth $21 million.[100] On March 30, 2016, Mattel formed a "senior head" division named Mattel Creations to centralize its multi-platform content output. 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 the following day.[101] 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.[102]

Hasbro's failed takeover and Mattel163: 2017–2018 Edit

Former Google executive, Margo Georgiadis, was announced as company CEO on 17 January 2017.[103] On November 10, 2017 The Wall Street Journal reported that Hasbro had made a takeover offer for Mattel,[104][105] with Hasbro worth about $11 billion at the time and Mattel, $5 billion.[105] The latter rejected the offer less than a week later, according to Reuters.[106]

On January 29, 2018, Mattel and Chinese internet technology and video game company NetEase formed a joint venture mobile publishing and development studio, Mattel163, aimed at creating apps based on the former's key brands.[107][108][109] 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.[72]

Company reorganization and production partnership increments: 2018–present Edit

On April 19, 2018, Mattel named former Maker Studios CEO Ynon Kreiz as chairman and the replacement CEO for outgoing CEO Georgiardis who moved on to head Ancestry.com, effective from April 26, 2018.[110][111] Two months later, the company laid off 2,200 employees partially due to the liquidation of Toys "R" Us in the U.S.[112] 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.[113]

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,[114] 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.[115] Hot Wheels celebrated its 50th anniversary the same year by recreating and selling as a set the original 16 Hot Wheels die-cast cars.[116] That same year in September, Thomas & Friends announced an alliance with the United Nations to introduce some of the organization’s Sustainable Development Goals, including quality education, gender equality, clean water and sanitation, sustainable cities and communities, responsible consumption and production and life on land, into the show’s content.[117]

On December 24, 2018, Mattel announced the loss of the DC Comics toy license to Spin Master starting in the spring of 2020, hitting an 18-year low on its share price which concluded at $9.25 for a share.[118]

Mattel reorganized Mattel Creations and renamed it Mattel Television on February 5, 2019, which would be headed by former Disney Branded Television programming executive Adam Bonnett.[119] On June 30, 2020, Fred Soulie in turn was "role-tripled" to general manager and senior vice president of the new division.[120][121]

On March 9, 2019, Mattel celebrated Barbie's 60th anniversary. As part of the anniversary celebrations, Mattel released 20 new role model dolls in its Shero line to recognize influential women around the world.[122][123] 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.[124]

On June 14, 2019, Mattel released new Hot Wheels ID line of cars, which 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.[125] On December 16, Mattel released an update that allowed kids to scan their cars into an app and then access different coding exercises.[126] On August 19, 2019, Mattel announced a reboot of He-Man and the Masters of the Universe, including new toy lines and brand extensions, a new comic book series and a Netflix series.[127]

In October 2019, Mattel released Hot Wheels Monster Trucks, which included a full line of die-cast vehicles, and a national live-event tour, Hot Wheels Monster Trucks Live.[128] The company also released a line of gender-neutral dolls called the “Creatable World”[129] Mattel Children’s Foundation announced and organized its second annual "Global Day of Play", 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.[130]

In April 2020, the company released a Thomas & Friends special titled “The Royal Engine” to celebrate the program’s 75th anniversary, featuring animated versions of Queen Elizabeth and Prince Charles as children and introduced by the Duke of Sussex.[131] In the same month, the new Basquiat Barbie was introduced, featuring the work of the artist Jean-Michel Basquiat.[132] Mattel also created an online resource, "Mattel Playroom", to provide free games, activities, coloring sheets, DIY projects resources for parents/caregivers and more to help families during the COVID-19 pandemic.[133]

Warner Music Group's Arts Music division arranged to become the distributor of Mattel's music catalog on May 1, 2020.[134][135][136] Arts Music planned to make available hundreds of never-before-released songs and new songs for existing brands, with the 8th May digital launch of Thomas & Friends’ birthday album first up[137] which was managed/handled by ADA Worldwide under the pseudonym label: "Mattel–Arts Music."[138] Also in May 2020, Mattel announced an initiative known as "Play it Forward" which 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, emergency medical technician (EMTs) and delivery drivers.[139] On October 15, 2020, Mattel celebrated Fisher-Price’s 90th anniversary by creating a virtual Toy Museum, which featured more than 90 different exhibits created by artist, set designer and photographer Leila Fakouri.[140] Mattel Creations was also launched that month; it is 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] as well as artists Gianni Lee, Cristina Martinez, Travis Ragsdale, and Distortedd.[142]

On October 12, 2020, Mattel announced Season 25 of Thomas & Friends[143] but instead retooled launching a traditionally-animated take on it titled Thomas and Friends: All Engines Go!, which began on September 13, 2021.[144] That ended the show at 24 series/seasons over 37 years.

On November 20, 2021, Mattel launched a non-fungible tokens (NFTs) marketplace to allow fans purchase digital collectibles for its flagship brands; Barbie and Hot Wheels[145][146][147]

On April 5, 2022, the Mattel board of directors led by its CEO, Ynon Kreiz, named company chief commercial officer, Steven Totzke, as company co-president with Richard L. Dickson alongside his original post and would continue to report to Kreiz as before.[1][2][3][4][5] On July 21 of that year, Mattel appointed the senior vice president of strategic partnerships at Scopely, Mike DeLaet, as the global head of its digital gaming division.[148][149]

Media and entertainment ventures Edit

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".[36] 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.[150] 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.[151]

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 acquired and merged companies in Artisan Entertainment and Family Home Entertainment, Mattel's flagship Barbie brand was adapted into a series of successful computer-animated direct-to-video films, which moved to Universal in late 2006. As of September 2021 it is jointly handled by Mill Creek Entertainment and NCircle Entertainment, with the latter solely for American retailers.[152][153][154][155][156] Monster High followed Barbie just months after its launch in 2010[157] and many “American Girl” films were made.[157]

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,[87] which closed on 1 February 2012,[88] making it part of its Fisher-Price division. HIT Entertainment was absorbed into Mattel Creations (now Mattel Television) in 2016 with its intellectual property (IP) brands shared equally between itself and Mattel Films upon the latter's formation on September 6, 2018.

On October 16, 2013, with reports of high profitability, Mattel launched an in-house film studio, Mattel Playground Productions (shortened to 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.[91][92][157]

Mattel formed a division named 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 multimedia content output.[101] Mattel Playground Productions was revived as Mattel Films on September 6, 2018 and it solely bases its films on its brands as opposed to its predecessor.[158][159] The 2023 movie Barbie was the first movie released by Mattel Films. Mattel reorganized Mattel Creations renaming it to Mattel Television on 5 February 2019, hiring former Disney Branded Television programming executive Adam Bonnett as its head.

Mattel announced it started construction on the Mattel Adventure Park, slated to open in 2024 in Phoenix, Arizona. The 9-acre park will include popular Mattel brands including Barbie, Hot Wheels, Thomas & Friends and Uno. It will have multiple themed-roller coaster rides amongst other attractions.[160]

Mattel Digital Gaming Edit

Mattel has expanded its presence in digital gaming, including video games, mobile games, NFTs, and Web3.[161][162]

In 2017, Mattel and tech startup Osmo launched MindRacer, a Hot Wheels racing game for iPads.[163][164]

The first game to be released, UNO!, originally launched for Facebook Instant Games and was later available for iOS and Android.[165][166]

Other mobile and video games include:

Hot Wheels Edit

In September 2021, Mattel and Milestone released Hot Wheels Unleashed on PC, PS4, PS5, Xbox One, Xbox Series X|S, and Nintendo Switch.[174] In the arcade-style racing game, based on the Hot Wheels toyline, players race customizable Hot Wheels cars in everyday settings like kitchens and bedrooms.[175] Players had the opportunity to submit their car designs in the “Hot Wheels Unleashed Design Battle,” and the winning design was used to create a Hot Wheels toy available for purchase in December 2022.[176][177] The contest ran between January, 2022 and February 2022, and more than 10,000 livery designs for the Hot Wheels Rodger Dodger die-cast model were submitted using the in-game Livery Editor. The winning Rodger Dodger was transformed into a real Hot Wheels toy made available for purchase globally December 2022.[178][179]

In June 2022, Hot Wheels partnered with the Forza Horizon 5 video game to reveal a Hot Wheels expansion pack in-game.[180][181]

He-Man and the Masters of the Universe Edit

In April 2022, Mattel launched a new game on Roblox inspired by the He-Man and the Masters of the Universe toy line and Netflix Series.[182][183] Developed by Gamefan, He-Man and the Masters of the Universe: You have the Power is a player-versus-player (PvP) battle-style game available through Roblox on Xbox One, PC and mobile devices.[182][184][183][185] In December 2022, Mattel made three Masters of the Universe characters available for purchase on Rec Room, a virtual reality multiplayer online game.[186][187] For a limited time in November 2022, Masters of the Universe characters joined Fall Guys a free battle royale-style game on Nintendo Switch, PlayStation, Xbox, and PC.[188][189][190][191] Mattel and video game developer Mediatonic later released Masters of the Universe figurines in the style of Fall Guys.[192][193][194]

Minecraft Edit

In January 2023, Mattel, Minecraft, and Cyclone Designs released the Minecraft Creator Series Camp Enderwood DLC map, in addition to the new Minecraft toy line released the previous year.[189][195][196][197] In Camp Enderwood, a free download from the Minecraft Marketplace, players engage in a summer camp experience with activities like fishing and hiking.[198][199]

Barbie & Polly Pocket Edit

In September 2022, Mattel’s Barbie and Polly Pocket characters became available on Roblox’s Livetopia, an open-ended, role play-style game.[200][201][202] Players also had the chance to explore Barbie’s Dreamhouse, in honor of the toy’s 60th anniversary.[201][202]

See also Edit

References Edit

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Further reading Edit

  • Kettelkamp, Sean. Chatty Cathy and Her Talking Friends, Schiffer Publishing (1998)[ISBN missing]

External links Edit

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

October 15, 2023
mattel, song, song, american, multinational, manufacturing, entertainment, company, founded, angeles, harold, matson, husband, wife, ruth, elliot, handler, january, 1945, headquartered, segundo, california, presence, countries, territories, products, sold, mor. For the song see Mattel song Mattel Inc m e ˈ t ɛ l me TEL is an American multinational toy manufacturing and entertainment company founded in Los Angeles by Harold Matson and the husband and wife duo of Ruth and Elliot Handler 8 in January 1945 and headquartered in El Segundo California Mattel has a presence in 35 countries and territories its products are sold in more than 150 countries 9 Mattel consists of three business segments North America International and American Girl 10 Mattel Inc Logo since 2019Headquarters in El Segundo California in 2012TypePublicTraded asNasdaq MATS amp P 400 componentIndustryToys and entertainmentFoundedJanuary 1945 78 years ago 1945 01 Los Angeles California U S FoundersHarold MatsonRuth HandlerElliot HandlerHeadquartersEl Segundo California U S Area servedWorldwideKey peopleYnon Kreiz Chairman and CEO Steven Totzke President and COO 1 2 3 4 5 ProductsToy carsDollsToysGamesAction FiguresPlushBuilding SetsFilm and TelevisionDigital ContentDigital GamingMusicLive EventsBrandsAmerican Girl Barbie Barney amp Friends Bob the Builder Enchantimals Ever After High Fireman Sam Fisher Price Hot Wheels Matchbox Masters of the Universe Max Steel Mega Monster High My Scene Pictionary Pingu Polly Pocket Princess of Power Thomas amp Friends UNORevenueUS 5 43 billion 2022 Operating incomeUS 676 million 2022 Net incomeUS 394 million 2022 Total assetsUS 6 18 billion 2022 Total equityUS 2 06 billion 2022 Number of employeesc 33 900 Dec 2022 DivisionsMattel FilmsMattel TelevisionMattel Digital GamesSubsidiariesFisher PriceMega BrandsAmerican GirlMattel163 joint venture Websitemattel wbr comFootnotes references 6 7 It is the world s second largest toy maker in terms of revenue after The Lego Group 11 12 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 13 and 2021 14 by The NPD Group a global information research company 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 and production partnership increments 2018 present 2 Media and entertainment ventures 3 Mattel Digital Gaming 3 1 Hot Wheels 3 2 He Man and the Masters of the Universe 3 3 Minecraft 3 4 Barbie amp Polly Pocket 4 See also 5 References 6 Further reading 7 External linksHistory EditOrigins and early years Edit nbsp Logo from 1969 to 2019Businessman Harold Matt Matson and the husband and wife duo of Elliot and Ruth Handler founded Mattel as Mattel Creations in January 1945 in a garage in Los Angeles 15 16 The company name chosen is a portmanteau of the surname of Matson and first name of Elliot with former chairman and CEO Bob Eckert revealing at a 2013 Christmas Day Peninsula Seniors lecture that the founders according to Elliot couldn t fit Ruth s name into that of their company 17 The company began selling picture frames and later dollhouse furniture out of the scraps from those frames Matson sold his share and stake to the Handlers due to poor health the following year with Handler s wife Ruth taking over his stake 18 In 1947 the company had its first successful toy a ukulele called Uke A Doodle 16 The company was incorporated in Hawthorne California in 1948 18 In 1950 the Magic 8 Ball currently owned by Mattel themselves was invented by Albert C Carter and Abe Bookman 19 Mattel started television advertisement when it became the first sponsor of the Mickey Mouse Club TV series 20 The Fisher Price Corn Popper and the Xylophone was released in 1957 21 22 Mattel would ultimately acquire Fisher Price on August 20 1993 23 The Barbie doll debuted on March 9 1959 going on to become the company s best selling toy in history 24 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 18 25 In 1961 Mattel introduced the Ken doll 26 The company went public in 1960 and became listed on the New York Stock Exchange 3 years later Mattel also acquired a number of like minded companies during the 1960s 18 The Barbie Dreamhouse made with cardboard and paper made its debut in 1962 27 when also the Astronaut Barbie the first of many space themed iterations of the doll was introduced 28 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 29 Barbie traveled to the moon four years before Neil Armstrong 30 In 1967 Mattel released a toy astronaut with space vehicles and a moon base for boys with a gumby like central character named Major Matt Mason 31 On May 18 1968 Hot Wheels was released to the market 18 Hot Wheels was invented by a team of Mattel inventors which included a rocket scientist and a car designer 32 33 That year also saw another doll release this time Christie Barbie s friend and the first black doll 34 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 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 35 In addition to other marketing measures the two racers cars a yellow Barracuda and a red Duster were reproduced as Hot Wheels toys 35 In May 1970 Mattel formed a joint venture film production company Radnitz Mattel Productions with producer Robert B Radnitz 36 which would kickstart Mattel s venture into full time entertainment to accompany its most famed toy TV commercials 37 and later entered a multimillion dollar partnership with Mehra Entertainment whose CEO Dr Nishpeksh Padmamohan Mehra and Nishchal Shome are one of Mattel s Inc s main directors for Barbie film series 38 The card game Uno now stylized as UNO was invented by Merle Robbins in 1971 39 and was acquired by Mattel in 1996 40 Acquisitions Year 18 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 41 International Games 1992 42 Fisher Price Inc 1993Tyco Toys Inc 1997Pleasant Company 1998 18 Bluebird Toys original home of Polly Pocket 1998The Learning Company formerly SoftKey 1999 2001 18 Pinky st 2004HIT Entertainment 2012 43 Mega Brands 2014 44 Fuhu 2016In 1971 Mattel purchased The Ringling Bros and Barnum amp Bailey Circus from the Feld family for 40 million whom Mattel kept on as management 45 Mattel sold the circus corporation by December 1973 although it was profitable Mattel showed a 29 9 million loss in 1972 46 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 18 Post Handlers Edit Arthur S Spear then a Mattel vice president took control of the company in 1975 and returned the company to profitability in two years 47 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 18 nbsp Logo of Mattel Electronics 1977 1984 Mattel debuted its Electronics line in 1977 with an all electronic handheld game Its success led to its expansion with game consoles then the line eventually becoming incorporated in 1982 48 Mattel Electronics forced Mattel to take a 394 million loss the following and almost filed for bankruptcy 18 In 1979 through Feld Productions Mattel purchased the Holiday on Ice and Ice Follies for 12 million 49 Also acquired that year was Western Publishing for 120 million in cash and stock 50 which they sold to Richard A Bernstein in December 4 years later 50 In 1980 Mattel introduced the first diverse line of Barbie dolls with a Hispanic doll and the first African American Barbie unrelated to Barbie friend Christie 51 52 which will eventually include iterations of Barbie from more than 40 countries 52 In 1982 He Man and the Masters of the Universe line of action figures was released which inspired a three issue comic book mini series an animated series and a live action film 53 The Felds bought the circus and related companies in 1982 for 22 8 million 54 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 55 They also released the CEO Day to Night Barbie to celebrate women becoming CEOs 56 In 1986 Barbie joined the list of famous individuals painted by Andy Warhol 55 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 joined Mattel in 1980 as head of its international division was named the company s new chairman and improved its financial performance in 1987 by focusing on core brands It paid off as sales of Barbie dolls and accessories increased from 430 million to almost 1 billion between 1987 and 1992 18 Mattel secured licensing and sponsorship rights from The Walt Disney Company for a new line of infant and preschool plush toys in 1988 sponsor attractions and to develop and sell toys at three Disney theme parks 18 Mattel also negotiated the exclusive rights to sell dolls stuffed characters and preschool toys based on Disney characters 18 On January 31 1988 Mattel shut down its operations in the Philippines and shifted the distribution and sales of Mattel branded toys and games to Richprime Global Inc formerly Richwell Trading Corporation Mattel returned to working with Disney the following year 18 In 1991 Mattel moved its headquarters from Hawthorne to its current El Segundo site in Los Angeles County 57 Uno Fisher Price American Girl Pinky st Polly Pocket 1992 2009 Edit In 1992 Mattel created the first President Barbie claiming that Barbie has run for President 7 times since 1992 and released an all ticket in 2016 58 Mattel entered the gaming business in 1992 with the purchase of International Games creators of UNO and Skip Bo 42 The company purchased 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 18 and Swindon England based toymaker Bluebird Toys along with its most prized property Polly Pocket In the same year the first American Girl retail store opened for business in Chicago 59 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 60 Also that year Mattel acquired View Master 61 and Hot Wheels partnered with NASCAR drivers Kyle Petty and Jack Baldwin leading to the production of the first NASCAR themed vehicles 62 In 1998 Mattel donated 25 million to help rebuild UCLA s children s hospital which was later renamed the UCLA Mattel Children s Hospital 63 Barbie was inducted into the National Toy Hall of Fame that year 64 and the first Thomas amp Friends theme park Thomas Land opened in Fujikyu Park in Japan 65 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 18 Mattel earned the first grant for the Disney Princess doll license in 2000 66 In December 2000 Mattel sued Danish Norwegian europop band Aqua claiming their song Barbie Girl violated the Barbie trademark and turned her into a sex object referring to her as a blonde bimbo The lawsuit was rejected two years later 67 In 2000 Mattel signed a deal with Warner Bros to become the master licensee for Harry Potter branded toys 68 It was extended in 2002 Mattel became the master licensee for Batman Superman Justice League and the Looney Tunes toys for all markets except Asia 69 In 2001 the first life sized Hot Wheels car the Twin Mill was created 70 More than twenty life sized cars were created and all of them were inducted into the Hot Wheels Garage of Legends 71 American Girl launched its Girl of the Year campaign in 2001 to highlight dolls with contemporary stories each doll is only available for a year 72 In 2002 Mattel closed its last factory in the United States the factory was originally part of Fisher Price outsourcing production to China A chain of events followed that led to its distribution of millions of hazardous toys including ones contaminated with lead 73 On August 14 2007 Mattel recalled over 18 million products with Louise Story of The New York Times in close coverage 74 75 76 Many of the products had surface coatings that contained more than the U S legal limit of 06 lead by weight 76 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 77 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 77 In 2009 Mattel paid a 2 3 million fine to the Consumer Products Safety Commission for marketing importing and selling non compliant toys 78 Mattel was noted for its crisis response by several newspaper publications including PRWeek the Los Angeles Times Fortune and Business Management 79 80 81 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 82 83 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 84 85 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 86 The 332 feet jump broke the previous 301 feet record set in 2009 86 In early 2010 HIT Entertainment licensed Thomas amp Friends to Mattel for toys 87 Mattel then agreed 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 88 and be managed under Mattel s Fisher Price unit 89 In 2012 Mattel introduced a doll Ella to the Barbie line 90 The doll is bald and was distributed directly through hospitals to children experiencing hair loss due to cancer and other diseases 90 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 91 92 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 93 On February 28 2014 Mattel acquired Mega Brands 44 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 94 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 Anna 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 as the licensed doll maker for the Disney Princess line starting on January 1 2016 66 Mattel again became the licensed doll maker instead of Hasbro on January 2022 and the characters of Frozen were part of the line 95 96 The latest collection of dolls was available for purchase in January 2023 97 98 In January 2015 board member Christopher Sinclair replaced CEO Bryan Stockton following with 2 3 of senior executives resigning or receiving lay off 66 The following month an upgraded View Master to provide a virtual reality viewing experience was announced through a partnership with Google Cardboard 99 On January 21 2016 Mattel acquired Fuhu makers of Nabi tablets and other technology driven hardware in a bankruptcy proceeding for a sum worth 21 million 100 On March 30 2016 Mattel formed a senior head division named Mattel Creations to centralize its multi platform content output 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 the following day 101 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 102 Hasbro s failed takeover and Mattel163 2017 2018 Edit Former Google executive Margo Georgiadis was announced as company CEO on 17 January 2017 103 On November 10 2017 The Wall Street Journal reported that Hasbro had made a takeover offer for Mattel 104 105 with Hasbro worth about 11 billion at the time and Mattel 5 billion 105 The latter rejected the offer less than a week later according to Reuters 106 On January 29 2018 Mattel and Chinese internet technology and video game company NetEase formed a joint venture mobile publishing and development studio Mattel163 aimed at creating apps based on the former s key brands 107 108 109 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 72 Company reorganization and production partnership increments 2018 present Edit On April 19 2018 Mattel named former Maker Studios CEO Ynon Kreiz as chairman and the replacement CEO for outgoing CEO Georgiardis who moved on to head Ancestry com effective from April 26 2018 110 111 Two months later the company laid off 2 200 employees partially due to the liquidation of Toys R Us in the U S 112 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 113 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 114 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 115 Hot Wheels celebrated its 50th anniversary the same year by recreating and selling as a set the original 16 Hot Wheels die cast cars 116 That same year in September Thomas amp Friends announced an alliance with the United Nations to introduce some of the organization s Sustainable Development Goals including quality education gender equality clean water and sanitation sustainable cities and communities responsible consumption and production and life on land into the show s content 117 On December 24 2018 Mattel announced the loss of the DC Comics toy license to Spin Master starting in the spring of 2020 hitting an 18 year low on its share price which concluded at 9 25 for a share 118 Mattel reorganized Mattel Creations and renamed it Mattel Television on February 5 2019 which would be headed by former Disney Branded Television programming executive Adam Bonnett 119 On June 30 2020 Fred Soulie in turn was role tripled to general manager and senior vice president of the new division 120 121 On March 9 2019 Mattel celebrated Barbie s 60th anniversary As part of the anniversary celebrations Mattel released 20 new role model dolls in its Shero line to recognize influential women around the world 122 123 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 124 On June 14 2019 Mattel released new Hot Wheels ID line of cars which 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 125 On December 16 Mattel released an update that allowed kids to scan their cars into an app and then access different coding exercises 126 On August 19 2019 Mattel announced a reboot of He Man and the Masters of the Universe including new toy lines and brand extensions a new comic book series and a Netflix series 127 In October 2019 Mattel released Hot Wheels Monster Trucks which included a full line of die cast vehicles and a national live event tour Hot Wheels Monster Trucks Live 128 The company also released a line of gender neutral dolls called the Creatable World 129 Mattel Children s Foundation announced and organized its second annual Global Day of Play 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 130 In April 2020 the company released a Thomas amp Friends special titled The Royal Engine to celebrate the program s 75th anniversary featuring animated versions of Queen Elizabeth and Prince Charles as children and introduced by the Duke of Sussex 131 In the same month the new Basquiat Barbie was introduced featuring the work of the artist Jean Michel Basquiat 132 Mattel also created an online resource Mattel Playroom to provide free games activities coloring sheets DIY projects resources for parents caregivers and more to help families during the COVID 19 pandemic 133 Warner Music Group s Arts Music division arranged to become the distributor of Mattel s music catalog on May 1 2020 134 135 136 Arts Music planned to make available hundreds of never before released songs and new songs for existing brands with the 8th May digital launch of Thomas amp Friends birthday album first up 137 which was managed handled by ADA Worldwide under the pseudonym label Mattel Arts Music 138 Also in May 2020 Mattel announced an initiative known as Play it Forward which 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 emergency medical technician EMTs and delivery drivers 139 On October 15 2020 Mattel celebrated Fisher Price s 90th anniversary by creating a virtual Toy Museum which featured more than 90 different exhibits created by artist set designer and photographer Leila Fakouri 140 Mattel Creations was also launched that month it is 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 as well as artists Gianni Lee Cristina Martinez Travis Ragsdale and Distortedd 142 On October 12 2020 Mattel announced Season 25 of Thomas amp Friends 143 but instead retooled launching a traditionally animated take on it titled Thomas and Friends All Engines Go which began on September 13 2021 144 That ended the show at 24 series seasons over 37 years On November 20 2021 Mattel launched a non fungible tokens NFTs marketplace to allow fans purchase digital collectibles for its flagship brands Barbie and Hot Wheels 145 146 147 On April 5 2022 the Mattel board of directors led by its CEO Ynon Kreiz named company chief commercial officer Steven Totzke as company co president with Richard L Dickson alongside his original post and would continue to report to Kreiz as before 1 2 3 4 5 On July 21 of that year Mattel appointed the senior vice president of strategic partnerships at Scopely Mike DeLaet as the global head of its digital gaming division 148 149 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 36 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 150 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 151 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 acquired and merged companies in Artisan Entertainment and Family Home Entertainment Mattel s flagship Barbie brand was adapted into a series of successful computer animated direct to video films which moved to Universal in late 2006 As of September 2021 it is jointly handled by Mill Creek Entertainment and NCircle Entertainment with the latter solely for American retailers 152 153 154 155 156 Monster High followed Barbie just months after its launch in 2010 157 and many American Girl films were made 157 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 87 which closed on 1 February 2012 88 making it part of its Fisher Price division HIT Entertainment was absorbed into Mattel Creations now Mattel Television in 2016 with its intellectual property IP brands shared equally between itself and Mattel Films upon the latter s formation on September 6 2018 On October 16 2013 with reports of high profitability Mattel launched an in house film studio Mattel Playground Productions shortened to 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 91 92 157 Mattel formed a division named 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 multimedia content output 101 Mattel Playground Productions was revived as Mattel Films on September 6 2018 and it solely bases its films on its brands as opposed to its predecessor 158 159 The 2023 movie Barbie was the first movie released by Mattel Films Mattel reorganized Mattel Creations renaming it to Mattel Television on 5 February 2019 hiring former Disney Branded Television programming executive Adam Bonnett as its head Mattel announced it started construction on the Mattel Adventure Park slated to open in 2024 in Phoenix Arizona The 9 acre park will include popular Mattel brands including Barbie Hot Wheels Thomas amp Friends and Uno It will have multiple themed roller coaster rides amongst other attractions 160 Mattel Digital Gaming EditMattel has expanded its presence in digital gaming including video games mobile games NFTs and Web3 161 162 In 2017 Mattel and tech startup Osmo launched MindRacer a Hot Wheels racing game for iPads 163 164 The first game to be released UNO originally launched for Facebook Instant Games and was later available for iOS and Android 165 166 Other mobile and video games include Phase 10 World Tour 2019 167 Hot Wheels Infinite Loop 2019 168 169 Hot Wheels Open World 2020 170 Skip Bo 2021 161 Hot Wheels Unleashed 2021 171 172 He Man and the Masters of the Universe You have the Power 2022 173 Hot Wheels Edit In September 2021 Mattel and Milestone released Hot Wheels Unleashed on PC PS4 PS5 Xbox One Xbox Series X S and Nintendo Switch 174 In the arcade style racing game based on the Hot Wheels toyline players race customizable Hot Wheels cars in everyday settings like kitchens and bedrooms 175 Players had the opportunity to submit their car designs in the Hot Wheels Unleashed Design Battle and the winning design was used to create a Hot Wheels toy available for purchase in December 2022 176 177 The contest ran between January 2022 and February 2022 and more than 10 000 livery designs for the Hot Wheels Rodger Dodger die cast model were submitted using the in game Livery Editor The winning Rodger Dodger was transformed into a real Hot Wheels toy made available for purchase globally December 2022 178 179 In June 2022 Hot Wheels partnered with the Forza Horizon 5 video game to reveal a Hot Wheels expansion pack in game 180 181 He Man and the Masters of the Universe Edit In April 2022 Mattel launched a new game on Roblox inspired by the He Man and the Masters of the Universe toy line and Netflix Series 182 183 Developed by Gamefan He Man and the Masters of the Universe You have the Power is a player versus player PvP battle style game available through Roblox on Xbox One PC and mobile devices 182 184 183 185 In December 2022 Mattel made three Masters of the Universe characters available for purchase on Rec Room a virtual reality multiplayer online game 186 187 For a limited time in November 2022 Masters of the Universe characters joined Fall Guys a free battle royale style game on Nintendo Switch PlayStation Xbox and PC 188 189 190 191 Mattel and video game developer Mediatonic later released Masters of the Universe figurines in the style of Fall Guys 192 193 194 Minecraft Edit In January 2023 Mattel Minecraft and Cyclone Designs released the Minecraft Creator Series Camp Enderwood DLC map in addition to the new Minecraft toy line released the previous year 189 195 196 197 In Camp Enderwood a free download from the Minecraft Marketplace players engage in a summer camp experience with activities like fishing and hiking 198 199 Barbie amp Polly Pocket Edit In September 2022 Mattel s Barbie and Polly Pocket characters became available on Roblox s Livetopia an open ended role play style game 200 201 202 Players also had the chance to explore Barbie s Dreamhouse in honor of the toy s 60th anniversary 201 202 See also EditMGA EntertainmentReferences 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 2022 a b Mattel Promotes Steve Totzke to President and Chief Commercial Officer Licensing International April 5 2022 Retrieved June 1 2022 a b Mattel Promotes Steve Totzke to President and Chief Commercial Officer Business Wire April 5 2022 Retrieved June 1 2022 a b Pepperdine Graziadio Alumnus Steve Totzke Named Mattel s President and Chief Commercial Officer Newsroom Graziadio Business School Pepperdine University April 7 2022 Retrieved June 1 2022 Annual Report Form 10 K U S Securities and Exchange Commission February 22 2023 Retrieved July 9 2023 Chang Andrea July 23 2011 Elliot Handler dies at 95 co founder of Mattel inventor of Hot Wheels Los Angeles Times Retrieved May 25 2021 Chang Andrea July 27 2011 Obituary Elliot Handler Man behind Mattel Hot Wheels Pittsburgh Post Gazette Retrieved April 20 2021 About Mattel Mattel Corporate Retrieved November 2 2020 Mattel Inc Company Profile MarketLine November 25 2014 Archived from the original on January 7 2023 Retrieved January 2 2017 Lego Surpasses Mattel As World s Largest Toymaker Zacks Investment Research Archived from the original on January 15 2018 Retrieved January 15 2018 Carnevale Chuck A Full Toy Chest Makes Mattel A Buy For Growth And Income Investors Forbes Archived from the original on February 2 2017 Retrieved January 1 2017 Foster Elizabeth January 27 2021 Barbie named NPD s top global toy property for 2020 Kidscreen Brunico Communications Retrieved October 14 2021 Karaca Kristine Kazakos Niki February 2 2022 Barbie Named 2021 Top Global Toy Property of the Year Per NPD Mattel Corporate Retrieved February 6 2022 and its Hot Wheels Singles 1 64 Assortment was named the 2021 global top selling toy of the year Our Story Mattel Creations Retrieved November 4 2021 a b History Mattel Inc Mattel Corporate Retrieved November 4 2020 History of Mattel by Robert Eckert YouTube September 9 2012 See duration 2 10 until 2 22 for his words on the company s name a b c d e f g h i j k l m n o p q Mattel Inc History International Directory of Company Histories Vol 61 St James Press 2000 Archived from the original on June 2 2014 Retrieved May 7 2014 Kozelsky Holly February 7 2020 Holly Kozelsky The magic of having the right answers Martinsville Bulletin Retrieved July 15 2021 Corporations All s Swell at Mattel Time October 10 1962 ISSN 0040 781X Retrieved July 15 2021 Meisenzahl Mary Fisher Price is putting a virtual toy museum on Instagram with 90 exhibits tapping into nostalgia for a new spin on experimental e commerce see inside Business Insider Retrieved September 17 2021 Fisher Price looks back at its 90 year history TNP MEDIA June 18 2020 Archived from the original on September 17 2021 Retrieved September 17 2021 Walters Donna K H August 20 1993 Mattel to Buy Fisher Price in 1 Billion Deal Los Angeles Times Retrieved September 17 2021 Ruth Mosko Handler unveils Barbie Doll Jewish Women s Archive Retrieved March 8 2014 Hines Ree July 27 2017 June Foray voice of Bullwinkle s Rocky and many more dies at 99 Today Retrieved August 26 2021 Barbie s friend Ken celebrates a milestone birthday 60 KWQC TV 6 March 12 2021 Retrieved May 1 2021 Schlossberg Mallory November 22 2017 See the Evolution of the Barbie Dreamhouse Redbook Retrieved July 2 2021 Barbie in Space Iconic Doll s Astronaut Looks Photos Space com August 5 2013 Retrieved July 29 2021 Townsend Allie February 16 2011 All TIME 100 Greatest Toys See N Say Time Archived from the original on June 23 2016 Retrieved June 6 2016 Holland Brynn March 8 2019 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Kreiz to replace her CNBC Archived from the original on April 19 2018 Retrieved April 19 2018 Clark Alex April 19 2018 Mattel Names Ynon Kreiz As Chief Executive Officer Effective April 26 2018 Press release Mattel Corporate Retrieved June 2 2023 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 Businessweek Archived from the original on September 8 2018 Retrieved September 7 2018 Foster Elizabeth August 31 2018 Mattel launches global franchise management group Kidscreen Brunico Communications 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 Glucker Jeff November 2 2018 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2018 NetEase and Mattel launch new game studio GamesIndustry biz Retrieved June 23 2023 Mattel doubles down on Uno with a new card game called Dos The Florida Times Union Retrieved June 23 2023 Hargrave Christian Phase10 now available App Developer Magazine Retrieved June 23 2023 Relive Your Childhood With Hot Wheels Infinite Loop TheGamer November 21 2019 Retrieved June 23 2023 Mayhew Ash November 19 2019 Hot Wheels Infinite Loop is Out Right Now on Android Droid Gamers Retrieved June 23 2023 Gregson Wood Stephen November 20 2020 Hot Wheels Open World is a racing game heading for iOS and Android soon through Roblox www pocketgamer com Retrieved June 23 2023 Hot Wheels Unleashed Is What You Imagined Hot Wheels Were As A Kid GameSpot Retrieved June 23 2023 New Hot Wheels Unleashed Racing Game Launches This September From MotoGP Devs GameSpot Retrieved June 23 2023 Mattel launches He Man game on Roblox VentureBeat April 26 2022 Retrieved June 23 2023 Hot Wheels Unleashed Is What You Imagined Hot Wheels Were As A Kid GameSpot Retrieved August 16 2023 New Hot Wheels Unleashed Racing Game Launches This September From MotoGP Devs GameSpot Retrieved August 16 2023 rawmeatcowboy December 15 2022 Winning Design of the Hot Wheels Unleashed Design Battle Will be Available as a Real Toy GoNintendo Retrieved August 16 2023 Hot Wheels Unleashed Design Battle Contest Winner Becomes Real Toy WorthPlaying Retrieved September 7 2023 The Hot Wheels Unleashed Design Battle Crosses the Finish Line www impulsegamer com March 18 2022 Retrieved August 23 2023 Pelletier Ashley December 19 2022 Hot Wheels Design Battle Winner Hits Shelves The Toy Book Retrieved August 30 2023 MSN www msn com Retrieved August 30 2023 Nichols Derek June 12 2022 Forza Horizon 5 Officially Reveals Hot Wheels Expansion Game Rant Retrieved September 7 2023 a b Mattel launches He Man game on Roblox VentureBeat April 26 2022 Retrieved July 14 2023 a b Irorita Franz Christian April 27 2022 He Man goes Roblox to promote Season 2 of He Man Reboot Series ClutchPoints Retrieved July 21 2023 Roblox Launches He Man and the Masters of the Universe RPG With Netflix ScreenRant April 26 2022 Retrieved July 14 2023 Hey What s going on Skeletor returns in the He Man Roblox crossover Pocket Tactics April 27 2022 Retrieved September 7 2023 Rec Room has the power with new He Man and Skeletor avatars VentureBeat December 13 2022 Retrieved July 14 2023 Gregson Wood Stephen December 13 2022 Rec Room teams up with Mattel for a Masters of the Universe collaboration www pocketgamer com Retrieved September 13 2023 MSN www msn com Retrieved July 21 2023 a b MSN www msn com Retrieved July 25 2023 Fall Guys The Power Of Beanskull Event Guide TheGamer November 4 2022 Retrieved July 25 2023 Fall Guys is adding Netflix s Masters of the Universe to the game PCGamesN July 18 2022 Retrieved September 13 2023 Mattel and Mediatonic Come Together for Masters of the Universe x Fall Guys Figures Hypebeast July 19 2022 Retrieved July 25 2023 rawmeatcowboy July 18 2022 Mattel Reveals He Man Masters Of The Universe and Fall Guys Mash Up GoNintendo Retrieved July 25 2023 rawmeatcowboy July 18 2022 Mattel Reveals He Man Masters Of The Universe and Fall Guys Mash Up GoNintendo Retrieved September 20 2023 Mattel and Minecraft release Camp Enderwood toys and DLC map VentureBeat January 31 2023 Retrieved July 27 2023 Minecraft fans today s brand new release brings the game to the next level USA TODAY Retrieved July 27 2023 Minecraft And Mattel Launch Minecraft Map Ahead Of New Toy Line GameSpot Retrieved September 20 2023 Minecraft And Mattel Launch Minecraft Map Ahead Of New Toy Line GameSpot Retrieved July 27 2023 Switzer Eric January 31 2023 Minecraft s New DLC Camp Enderwood Is A Toy Ad First Video Game Second TheGamer Retrieved September 7 2023 Barbie amp Polly Pocket Are Coming To Roblox ScreenRant September 15 2022 Retrieved August 9 2023 a b Dellosa Catherine September 19 2022 Roblox welcomes Barbie and Polly Pocket into Livetopia this month www pocketgamer com Retrieved August 9 2023 a b Roblox welcome Barbie and Polly Pocket Game News 24 August 9 2023 Retrieved August 9 2023 Further reading EditKettelkamp Sean Chatty Cathy and Her Talking Friends Schiffer Publishing 1998 ISBN missing External links EditMattel at Wikipedia s sister projects nbsp Media from Commons nbsp Data from Wikidata Official website nbsp Business data for Mattel GoogleSEC filingsYahoo Portals nbsp Greater Los Angeles nbsp Companies nbsp Toys Retrieved from https en wikipedia org w index php title Mattel amp oldid 1179901476, wikipedia, wiki, book, books, library,

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