The History of Mattel Toys
From its founding in the 1940s well through the 20th century, Mattel Toys has been one of the most successful American toy manufacturers. The company focused heavily on products with market tie-ins to other entertainment mediums, such as television. Mattel Toys' most successful lines have been Barbie, Hot Wheels and the Masters of the Universe.
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Founding
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Founded in 1945, the Mattel name came from a combination of the names of owners Matt Matson and Elliot Handler. The office was based out of a garage in Southern California and focused on manufacturing dolls made from picture frame scraps.
Cross-Marketing
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In 1955, Mattel revolutionized toy marketing by acquiring the rights to produce "Mickey Mouse Club" products. The cross-marketing promotion became the standard for future toy companies.
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Barbie
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Ruth Handler, wife of Elliot Handler, developed the Barbie doll in 1959. She based the idea on her daughter, Barbara, and her obsession with paper dolls. The figure integrated a number of designs for clothing from the modern fashion industry.
New Lines
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Throughout the 1960s and 1970s, Mattel Toys introduced many different items. The most notable of this period were Hot Wheels die-cast cars and a number of electronic games.
Masters of the Universe
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In 1982, the Masters of the Universe product line was introduced. These action figures for boys saw cross-promotion in the form of a cartoon show and a motion picture. The line peaked in 1985, making $400 million for Mattel in a single year.
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- Photo Credit lanmacm; Creative Commons Attribution-ShareAlike 2.0 License
Comments
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Marissa Smith
Nov 01, 2010
To whom it may concern: I am doing a sociology project for school about barbie and I was wondering if you knew of anyone I could interview about her. Thanks! Marissa Smith
