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{{Short description|American multinational toy manufacturing and entertainment company}}
{{POV-check|date=April 2012}}
{{other uses}}
{{Incomplete|date=June 2013}}
{{Use mdy dates|date=October 2012}} {{Use mdy dates|date=March 2017}}
{{Use American English|date=January 2017}}
{{Infobox company {{Infobox company
| name = Mattel, Inc. | name = Mattel, Inc.
| logo = ] | logo = Mattel (2019).svg
| logo_size = 150px
| type = Public company
| logo_caption = Logo used since 2019
| traded_as = {{NASDAQ|MAT}}<br>]<br>]
| foundation = 1945 | formerly = Mattel Creations (1945-1969)
| type = ]
| founder = ]<br>]
| traded_as = {{unbulleted list|{{NASDAQ|MAT}}|] component}}
| location = ], ], ]
| industry = ] and ]
| key_people = Bryan G. Stockton <br><small>(Chairman and CEO)</small>
| foundation = {{start date and age|1945|1}}, in ], U.S.
| industry = Toys and games
| founders = {{unbulleted list|Harold Matson|]|]}}
| products =
| location = ]
| revenue = {{nowrap|{{increase}} US$ 6.2 billion <small>(FY 2011)</small>
| hq_location_country = U.S.
<ref name=" Mattel-2011-10-K">{{cite web|url=http://pdf.secdatabase.com/1651/0001193125-12-074927.pdf |title= Mattel 2011 Annual Report, Form 10-K, Filing Date Feb 23, 2012 |publisher=secdatabase.com |accessdate =July 8, 2012}}</ref>}}
| area_served = Worldwide
|operating_income={{increase}} US$ 1.0 billion <small>(FY 2011)</small><ref name=" Mattel-2011-10-K"/>
| key_people = {{ubl|] (] and ])|Steven Totzke (] and ])<ref name="Totz0" /><ref name="Totz1" /><ref name="Totz2" /><ref name="Totz3" /><ref name="Totz4" />}}
|net_income={{increase}} US$ 768 million <small>(FY 2011)</small><ref name=" Mattel-2011-10-K"/>
| products = {{ubl|]|]s|]|]|]s|]|]|] and ]|]|]|]|]s|]}}
|assets={{increase}} US$ 5.6 billion <small>(FY 2011)</small><ref name=" Mattel-2011-10-K"/>
| brands = {{flatlist|
|equity={{decrease}} US$ 2.6 billion <small>(FY 2011)</small><ref name=" Mattel-2011-10-K"/>
* ]
|num_employees = 28,000 <small>(December 2011)</small><ref name=" Mattel-2011-10-K"/>
* ]
| subsid = ], ]
* ]
| homepage =
* ]
* ]
* ]
* ]
* ]
* ]
* ]
* ]
* ]
* ]
* ]
* ]
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}}
| revenue = {{increase}} {{US$|5.44 billion|link=yes}} (2023)
| operating_income = {{decrease}} {{US$|562 million}} (2023)
| net_income = {{decrease}} {{US$|214 million}} (2023)
| assets = {{increase}} {{US$|6.44 billion}} (2023)
| equity = {{increase}} {{US$|2.15 billion}} (2023)
| num_employees = {{circa|33,000}}
| num_employees_year = December 2023
| divisions = {{unbulleted list|Mattel Digital Games|]|]}}
| subsid = {{unbulleted list|]|]|]|] (50%)}}
| homepage = {{URL|mattel.com}}
| footnotes = <ref>{{cite web|date=March 15, 2024|title=Annual Report (Form 10-K)|url=https://www.sec.gov/ix?doc=/Archives/edgar/data/63276/000162828024011371/mat-20231231.htm|publisher=]|access-date=March 16, 2024}}</ref><ref>{{cite web|last=Chang|first=Andrea|date=23 July 2011|title=Elliot Handler dies at 95; co-founder of Mattel, inventor of Hot Wheels|url=https://www.latimes.com/local/obituaries/la-xpm-2011-jul-23-la-me-elliot-handler-20110723-story.html|website=]|access-date=25 May 2021}}</ref>
}} }}


'''Mattel, Inc.''' ({{IPAc-en|m|ə|ˈ|t|ɛ|l}} {{respell|mə|TEL}}) is an American ] toy ] and ] company headquartered in ]. Mattel has a presence in 35 countries and territories; its products are sold in more than 150 countries.<ref>{{cite web|title=About Mattel|url=https://corporate.mattel.com/en-us/about|website=Mattel Corporate|access-date=November 2, 2020}}</ref><ref>{{cite journal|date=November 25, 2014|title=Mattel, Inc. Company Profile|url=https://otofaq.com/mattel-inc-company-profile|url-status=dead|archive-url=https://web.archive.org/web/20230107141840/https://otofaq.com/mattel-inc-company-profile|archive-date=January 7, 2023|journal=MarketLine|access-date=2 January 2017}}</ref> Mattel was founded in ] by Harold Matson and the husband-and-wife duo of ] and ]<ref>{{cite web|last=Chang|first=Andrea|date=27 July 2011|title=Obituary: Elliot Handler / Man behind Mattel, Hot Wheels|url=https://www.post-gazette.com/news/obituaries/2011/07/29/Obituary-Elliot-Handler-Man-behind-Mattel-Hot-Wheels/stories/201107290222|website=]|access-date=20 April 2021}}</ref> in January 1945.
].]]

'''Mattel, Inc.''' {{IPAc-en|m|ə|ˈ|t|ɛ|l}} is a toy manufacturing company founded in 1945 with headquarters in ]. In 2008, it ranked #413 on the ].<ref name=fortune>{{cite news |url=http://money.cnn.com/magazines/fortune/fortune500/2008/snapshots/272.html |title=Fortune 500 List (2008) |accessdate=July 31, 2008 |work=] |date=May 5, 2008}}</ref> The products and brands it produces include ], ] dolls, ] dolls, ] and ] toys, ], ] dolls, ], WWE Toys, and early-1980s ].


It is the world's second largest toy maker in terms of revenue, after ].<ref>{{cite web|title=Lego Surpasses Mattel As World's Largest Toymaker|url=https://www.zacks.com/stock/news/188716/lego-surpasses-mattel-as-worlds-largest-toymaker|url-status=dead|archive-url=https://web.archive.org/web/20180115184925/https://www.zacks.com/stock/news/188716/lego-surpasses-mattel-as-worlds-largest-toymaker|archive-date=January 15, 2018|website=Zacks Investment Research|access-date=January 15, 2018}}</ref><ref>{{cite web|last=Carnevale|first=Chuck|title=A Full Toy Chest Makes Mattel A Buy For Growth And Income Investors|url=https://www.forbes.com/sites/chuckcarnevale/2013/04/23/a-full-toy-chest-makes-mattel-a-buy-for-growth-investors/|url-status=live|archive-url=https://web.archive.org/web/20170202001339/http://www.forbes.com/sites/chuckcarnevale/2013/04/23/a-full-toy-chest-makes-mattel-a-buy-for-growth-investors/|archive-date=February 2, 2017|website=]|access-date=January 1, 2017}}</ref> Two of its historic and most valuable brands, ] and ], were respectively named the top global toy property and the top-selling global toy of the year for 2020<ref>{{cite web|last=Foster|first=Elizabeth|date=27 January 2021|title=Barbie named NPD's top global toy property for 2020 |url=https://kidscreen.com/2021/01/27/barbie-named-npds-top-global-toy-property-for-2020/|work=Kidscreen|publisher=]|access-date=October 14, 2021}}</ref> and 2021<ref>{{cite news|last1=Karaca|first1=Kristine|last2=Kazakos|first2=Niki|date=February 2, 2022|title=Barbie Named 2021 Top Global Toy Property of the Year, Per NPD|publisher=Mattel Corporate |url=https://corporate.mattel.com/news/barbie-named-2021-top-global-toy-property-of-the-year-per-npd|access-date=February 6, 2022|quote=...and its Hot Wheels Singles 1/64 Assortment was named the 2021 global top-selling toy of the year...}}</ref> by ], a global information research company.
The company's name is derived from ] and ], who founded the company in 1945.


==History== ==History==
===Origins and early years===
{{Expand section|date=June 2013}}
Businessman Harold "Matt" Matson and the husband-and-wife duo of Elliot and ] Handler founded Mattel as '''Mattel Creations''' in January 1945 in a garage in ].<ref>{{cite web|title=Our Story|url=https://creations.mattel.com/pages/our-story|website=Mattel Creations|access-date=4 November 2021}}</ref><ref name="MCH">{{cite web|title=History {{!}} Mattel, Inc.|url=https://corporate.mattel.com/en-us/about/history|access-date=4 November 2020|website=Mattel Corporate}}</ref> The company name chosen is a ] of the surname of Matson and first name of Elliot, with former chairman and CEO Bob Eckert revealing at a 2013 Christmas Day ] lecture that the founders, according to Elliot, could not fit Ruth's name into that of their company.<ref>{{cite AV media|date=9 September 2012|title=History of Mattel by Robert Eckert|publisher=]|url=https://www.youtube.com/watch?v=HGwGljfOGD4|quote=See duration 2:10 until 2:22 for his words on the company's name.}}</ref> 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 Ruth Handler taking over his stake.<ref name="idc" /> In 1947, the company had its first successful toy, a ] called "Uke-A-Doodle".<ref name="MCH" />
The company was founded in 1945 by ] and ]. Handler's wife, ], later became president, and she is credited with establishing the Barbie product line for the company in 1959.{{citation needed|date=January 2013}} After the release of the Barbie doll, Mattel revolutionized the toy industry with its talking dolls and toys. Major successes in the 1960s with the talking Chatty Cathy doll in 1960 and See 'N Say toys in 1965 moved Mattel to its position as the number one toymaker in America.


The company was incorporated in ] in 1948.<ref name="idc" /> In 1950, the ], currently owned by Mattel themselves, was invented by Albert C. Carter and Abe Bookman.<ref>{{cite web|last=Kozelsky|first=Holly|date=February 7, 2020|title=Holly Kozelsky: The magic of having the right answers|url=https://martinsvillebulletin.com/opinion/columnists/holly-kozelsky-the-magic-of-having-the-right-answers/article_5b2c6fad-6d0f-52a6-9710-8dded8c6e028.html|website=Martinsville Bulletin|access-date=July 15, 2021}}</ref> Mattel started ] when it became the first sponsor of the '']'' TV series.<ref>{{Cite magazine|date=October 10, 1962|title=Corporations: All's Swell at Mattel|url=https://content.time.com/time/subscriber/article/0,33009,874558,00.html|magazine=]|access-date=July 15, 2021|issn=0040-781X}}</ref> The ] ], and the ] was released in 1957.<ref>{{cite web|last=Meisenzahl|first=Mary|title=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|url=https://www.businessinsider.com/fisher-price-virtual-museum-with-vintage-toys-and-gift-shop-2020-10|website=]|access-date=September 17, 2021}}</ref><ref>{{cite web|date=June 18, 2020|title=Fisher-Price looks back at its 90-year history|url=https://tnp.media/news/fisher-price-looks-back-at-its-90-year-history/|url-status=dead|archive-url=https://web.archive.org/web/20210917031811/https://tnp.media/news/fisher-price-looks-back-at-its-90-year-history/|archive-date=September 17, 2021|website=TNP.MEDIA|access-date=September 17, 2021}}</ref> Mattel would ultimately acquire Fisher-Price on August 20, 1993.<ref>{{cite web|last=Walters|first=Donna K. H.|date=August 20, 1993|title=Mattel to Buy Fisher-Price in $1-Billion Deal |url=https://www.latimes.com/archives/la-xpm-1993-08-20-mn-25728-story.html|website=]|access-date=September 17, 2021}}</ref> The ] doll debuted on March 9, 1959, going on to become the company's best-selling toy in history.<ref>{{cite web|title=Ruth Mosko Handler unveils Barbie Doll|url=http://jwa.org/thisweek/mar/09/1959/ruth-mosko-handler|publisher=Jewish Women's Archive|access-date=8 March 2014}}</ref> In 1960, Mattel introduced ], a talking doll that was voiced by ] and revolutionized the toy industry, leading to pull-string talking dolls and toys flooding the market throughout the 1960s and 1970s.<ref name="idc">{{cite web|title=Mattel, Inc. History|url=http://www.fundinguniverse.com/company-histories/mattel-inc-history/|url-status=live|archive-url=https://web.archive.org/web/20140602044245/http://www.fundinguniverse.com/company-histories/mattel-inc-history/|archive-date=June 2, 2014|work=International Directory of Company Histories. Vol.61.|publisher=St. James Press (2000)|access-date=May 7, 2014}}</ref><ref>{{cite web|last=Hines|first=Ree|date=July 27, 2017|title=June Foray, voice of Bullwinkle's Rocky and many more, dies at 99|url=https://www.today.com/popculture/june-foray-voice-bullwinkle-s-rocky-many-more-dies-99-t114345|website=]|access-date=August 26, 2021}}</ref> In 1961, Mattel introduced ].<ref>{{cite web|date=March 12, 2021|title=Barbie's friend Ken celebrates a milestone birthday: 60|url=https://www.kwqc.com/2021/03/12/barbies-friend-ken-celebrates-a-milestone-birthday-60/|access-date=May 1, 2021|website=]}}</ref> The company went public in 1960 and became listed on the ] 3 years later. Mattel also acquired a number of like-minded companies during the 1960s.<ref name=idc/>
In the late 1980s, Mattel was the PAL manufacturer chosen by ] to make and market the ]. This had followed a failed attempt by ] to enter a simular worldwide deal with ]. After not securing an agreement with ], even later entering into various lawsuits with that company, Nintendo decided instead to take a risk and bring their console to North America on their own, while cutting PAL manufacturing and marketing costs by entering into a deal with Mattel. Mattel had previously made the ] in 1979, and had some experience in the Video Games industry at that time. Nintendo had, in a previous incarnation, also been a toy manufacturer and the two companies believed they had much in common.


The ''Barbie Dreamhouse'' made with cardboard and paper made its debut in 1962,<ref>{{cite web|last=Schlossberg|first=Mallory|date=November 22, 2017|title=See the Evolution of the Barbie Dreamhouse|url=https://www.redbookmag.com/life/friends-family/g13149021/barbie-dreamhouse-evolution/|website=Redbook|access-date=July 2, 2021}}</ref> when also the Astronaut Barbie, the first of many space-themed iterations of the doll, was introduced.<ref>{{cite web|date=5 August 2013|title=Barbie in Space: Iconic Doll's Astronaut Looks (Photos)|url=https://www.space.com/22240-barbie-space-doll-astronaut-photos.html|website=Space.com|access-date=July 29, 2021}}</ref> In 1965, the company built on its success with the Chatty Cathy doll to introduce the ] talking toy, spawning a line of products.<ref>{{cite magazine|last=Townsend|first=Allie|date=February 16, 2011|title=All-TIME 100 Greatest Toys: See 'N Say|url=https://content.time.com/time/specials/packages/article/0,28804,2049243_2048656_2049201,00.html|url-status=live|archive-url=https://web.archive.org/web/20160623174214/http://content.time.com/time/specials/packages/article/0,28804,2049243_2048656_2049201,00.html|archive-date=June 23, 2016|magazine=]|access-date=June 6, 2016}}</ref> Barbie traveled to the Moon four years before ] and ].<ref>{{cite web|last=Holland|first=Brynn|title=Barbie Through the Ages|url=https://www.history.com/news/barbie-through-the-ages|access-date=29 July 2021|website=]|date=March 8, 2019}}</ref> In 1967, Mattel released a toy astronaut with space vehicles and a Moon base for boys, with a gumby-like central character named ].<ref>{{cite web|last=Lesaffre|first=Sévan|date=September 11, 2019|title=Major Matt Mason : Tom Hanks campera le jouet dans un film écrit par Akiva Goldsman|trans-title=Major Matt Mason: Tom Hanks will camp the toy in a film written by Akiva Goldsman|url=https://www.cinechronicle.com/2019/09/major-matt-mason-tom-hanks-campera-le-jouet-dans-un-film-ecrit-par-akiva-goldsman-122853/|website=CineChronicle|access-date=29 July 2021|language=fr-FR}}</ref>
After the system became a huge success in America, this deal was later considered a mistake, in hindsight, by Nintendo, as the Mattel version of the console was outsold in the PAL regions by the main rival, the ]. Nintendo had misjudged Mattels enthusiam for the console, which they had not considered a core product.<ref>{{cite web|url=http://www.blisteredthumbs.net/2010/12/gycw-nes-ports-1-contra/ |title=Guru Larry's Retrospective on the regional variations and releases of the European Nintendo Entertainment System |publisher=Blisteredthumbs.net |date= |accessdate=2012-10-02}}</ref>
]
On May 18, 1968, '']'' was released to the market.<ref name="idc" /> Hot Wheels was invented by a team of Mattel inventors, which included a rocket scientist and a car designer.<ref>{{cite web|last=Miller|first=Aaron|title=16 Things You Didn't Know About Hot Wheels|url=https://www.thrillist.com/cars/16-things-you-didn-t-know-about-hot-wheels-history-facts-and-trivia|website=Thrillist|date=January 8, 2015 |access-date=August 26, 2021}}</ref><ref>{{cite web|title=Mattel's Hot Wheels History – Where It All Started|url=http://hotwheelscentric.com/hot-wheels-history/|website=Hot Wheels Centric|access-date=August 26, 2021}}</ref> That year also saw another doll release, this time, Christie, Barbie's friend and the first black doll,<ref>{{cite web|last=Lakritz|first=Talia|date=August 9, 2020|title=Here's what Barbie looked like the year you were born|url=https://www.businessinsider.in/thelife/news/hereaposs-what-barbie-looked-like-the-year-you-were-born/slidelist/77448457.cms|website=]|access-date=17 July 2021}}</ref> which in the following years and decades would spawn ]. 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 ] and ].<ref name="HWS">{{Cite news|last=Huffman|first=John Pearley|date=August 5, 2012|title=A Rivalry That Helped Turn a Pastime Into a Profession|work=]|url=https://www.nytimes.com/2012/08/05/automobiles/rivalry-that-helped-turn-pastime-into-a-profession.html|access-date=October 21, 2021|issn=0362-4331}}</ref> In addition to other marketing measures, the two racers’ cars, a yellow Barracuda and a red Duster, were reproduced as Hot Wheels toys.<ref name="HWS" />


In May 1970, Mattel formed a joint venture film production company "''Radnitz/Mattel Productions''" with producer ],<ref name="lat">{{cite news|last=Knapp|first=Dan|date=May 21, 1970|title=Mattel, Radnitz Join Hands|url=https://www.proquest.com/docview/156485316|archive-url=https://web.archive.org/web/20171001121851/https://pqasb.pqarchiver.com/latimes/doc/156485316.html?FMT=ABS&FMTS=ABS:AI&type=historic&date=May%2021,%201970&author=&pub=Los%20Angeles%20Times&edition=&startpage=&desc=Mattel,%20Radnitz%20Join%20Hands|archive-date=October 1, 2017|work=]|location=], ]|url-status=live|page=F13|id={{ProQuest|156485316}} }}</ref> which would kickstart Mattel's venture into full-time entertainment to accompany its most famed toy TV commercials,<ref>{{cite web|title=Very brief history of Mattel|url=https://dustinsvideogamearchive.weebly.com/intellivision.html|website=Dustin's Video Game Archives|access-date=15 June 2021}}</ref> 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 ].<ref>{{Cite web|url=https://dustinsvideogamearchive.weebly.com/intellivision.html|title=Intellivision|website=DUSTIN'S RETRO GAMING ARCHIVE}}</ref>
In May 1999, at the height of the ], Mattel acquired ] for $3.5&nbsp;billion in stock<ref name="autogenerated3">{{cite news |url=http://findarticles.com/p/articles/mi_m5072/is_1_23/ai_69259287/pg_10 |title=Mattel sells Learning Co. – Buy high, sell low |work=] |date=January 1, 2001 |accessdate=July 31, 2008}} {{Dead link|date=September 2010|bot=RjwilmsiBot}}</ref> or 4.5 times annual sales.<ref name="autogenerated1">{{cite web |url=http://mba.tuck.dartmouth.edu/pdf/2002-1-0072.pdf |format=PDF|title=Learning from Mattel |accessdate=July 31, 2008 |publisher=Tuck School of Business}}</ref> The Learning Company had in 1997 accumulated losses of $475&nbsp;million.<ref name="Larry_Digman_1998">{{cite news |first=Larry |last=Dignan |title=Mattel/The Learning Co. in $3.8B merger |url=http://news.zdnet.com/2100-9595_22-513105.html |publisher=] |date=December 14, 1998 |accessdate=December 6, 2007 |archiveurl = http://web.archive.org/web/20071223014556/http://news.zdnet.com/2100-9595_22-513105.html <!-- Bot retrieved archive --> |archivedate = December 23, 2007}}</ref>


The card game ] (now stylized as ''UNO'') was invented by ] in 1971,<ref>{{cite web|last=Conradt|first=Stacy|date=4 April 2016|title=We've All Been Playing Uno Wrong|url=https://www.mentalfloss.com/article/77914/weve-all-been-playing-uno-wrong|website=]|access-date=3 September 2021}}</ref> and was acquired by Mattel in 1996.<ref>{{cite web|title=Uno|url=https://www.toyhalloffame.org/toys/uno|url-status=dead|archive-url=https://web.archive.org/web/20210903162728/https://www.toyhalloffame.org/toys/uno|archive-date=September 3, 2021|website=]|access-date=3 September 2021}}</ref>
In December 2000, Mattel ] the band ], saying their song "]" violated the Barbie trademark and turned Barbie into a sex object, referring to her as a "blonde ]." The lawsuit was rejected in 2002.<ref>{{cite news |url=http://news.bbc.co.uk/2/hi/americas/2150432.stm |publisher=BBC News |title=Barbie loses battle over bimbo image |date=July 25, 2002 |accessdate=August 8, 2007}}</ref>
{| class="wikitable" style="float:right;clear:both;"
|-
! Acquisitions!! Year<ref name="idc" />
|-
| Dee & Cee Toy Co. Ltd.|| 1962
|-
| Standard Plastic Products, Inc.
|rowspan=3| 1966
|-
| Hong Kong Industrial Co., Ltd.
|-
| Precision Moulds, Ltd.
|-
| Rosebud Dolls Ltd. || 1967
|-
| Monogram Models, Inc.
|rowspan=2| 1968
|-
| A&A Die Casting Company
|-
| Ratti Vallensasca, Mebetoys, Ebiex S.A.
|rowspan=3|1969
|-
| H&H Plastics Co., Inc.
|-
| Meta frame Corp.
|-
| ]<br>/] || 1971–1982
|-
| ]
|rowspan=2| 1979–1982
|-
| ]
|-
| ] || 1979
|-
| ], Ltd. || 1989<ref>{{cite web|date=December 19, 1989|title=COMPANY NEWS; Mattel Sets Deal|url=https://www.nytimes.com/1989/12/19/business/company-news-mattel-sets-deal.html|url-status=live|archive-url=https://web.archive.org/web/20160804131725/http://www.nytimes.com/1989/12/19/business/company-news-mattel-sets-deal.html|archive-date=August 4, 2016|website=]|access-date=June 6, 2016}}</ref>
|-
| International Games || 1992<ref name="upi" />
|-
| ]|| 1993
|-
| ]|| 1997
|-
| Pleasant Company || 1998<ref name="idc" />
|-
| ] (original home of '']'') || 1998
|-
| ] (formerly SoftKey) || 1999–2001<ref name="idc" />
|-
| ] || 2006<ref name="acquisition">{{cite web |url=http://shareholder.com/mattel/news/20061003-213209.cfm |title=Mattel Inc.: Investor Relations |website=shareholder.com|access-date=21 October 2023 |archive-url=https://web.archive.org/web/20071017133534/http://shareholder.com/mattel/news/20061003-213209.cfm |archive-date=17 October 2007 |date=3 October 2006}}</ref>
|-
| ] || 2012<ref name="bbc">{{cite web|date=24 October 2011|title=Barbie maker Mattel to buy Thomas the Tank Engine owner|url=https://www.bbc.co.uk/news/business-15430842|url-status=live|archive-url=https://web.archive.org/web/20131027102929/http://www.bbc.co.uk/news/business-15430842|archive-date=October 27, 2013|website=]|access-date=25 October 2011}}</ref>
|-
| ] || 2014<ref name="fbs" />
|-
| Fuhu || 2016
|}


In 1971, Mattel purchased The ] from ] for $40 million, whom Mattel kept on as management.<ref>{{cite magazine|last=Langdon|first=Dolly|title=''Lord of the Rings'' Irvin Feld Has Made a Fading Circus the Greatest Show on Earth Again|url=https://people.com/archive/lord-of-the-rings-irvin-feld-has-made-a-fading-circus-the-greatest-show-on-earth-again-vol-13-no-19/|access-date=February 16, 2022|magazine=]|date=May 12, 1980|archive-url=https://web.archive.org/web/20150920024435/http://www.people.com/people/archive/article/0,,20076452,00.html|archive-date=September 20, 2015|url-status=live}}</ref> Mattel sold the circus corporation by December 1973 although it was profitable; Mattel showed a $29.9 million loss in 1972.<ref>{{cite news|last1=Brown|first1=Lonnie|last2=Fiero|first2=Peter|title=Mattel Selling Circus World|url=https://news.google.com/newspapers?nid=1346&dat=19731219&id=nmdYAAAAIBAJ&pg=6298,5774725&hl=en|url-status=live|archive-url=https://web.archive.org/web/20151019191901/https://news.google.com/newspapers?nid=1346&dat=19731219&id=nmdYAAAAIBAJ&sjid=ePoDAAAAIBAJ&pg=6298,5774725&hl=en|archive-date=October 19, 2015|work=Lakeland Ledger; ] by ]|publisher=]|issue=64|date=December 19, 1973|volume=67|pages=1A, 7A|access-date=August 4, 2015}}</ref>
In 2002, Mattel closed its last factory in the ], originally part of the ] division, outsourcing production to ] which began a chain of events that led to a scandal involving lead contamination.<ref>{{cite web|url=http://www.ctv.ca/CTVNews/Health/20070801/toy_recall_070830/ |title=CTV article on recall |publisher=Ctv.ca |accessdate=June 9, 2011}}</ref>


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.<ref name= "idc"/>
On August 14, 2007, Mattel recalled over 18 million products because it was possible that they could pose a danger to children due to the use of strong magnets that may detach. Mattel re-wrote its policy on magnets, finally issuing a recall in August 2007.<ref name=recall1>{{cite web|url=http://service.mattel.com/us/recall/default.asp?recall_id=52431 |title=Mattel to announce toy recall |publisher=Service.mattel.com |accessdate=June 9, 2011}}</ref> The recall included 7.1&nbsp;million ] toys produced before November 2006; 600,000 ] and Tanner Playsets; 1 million ]; Shonen Jump's One Piece; and thousands of Batman Manga toys due to exposed ].<ref name=recall1/>


===Post-Handlers===
Mattel was named by '']'' magazine as one of the top 100 companies to work for in 2013, noting that only 1,292 positions were newly filled out of 164,045 job applications during the previous year, as well as the fact that more than 1,000 employees have been with the company longer than 15 years.<ref>http://money.cnn.com/magazines/fortune/best-companies/2013/snapshots/96.html?iid=bc_lp_arrow1</ref>
Arthur S. Spear, then a Mattel vice president, took control of the company in 1975 and returned the company to profitability in two years.<ref>{{Cite web|title=Mattel Inc|url=https://www.encyclopedia.com/social-sciences-and-law/economics-business-and-labor/businesses-and-occupations/mattel-inc|website=]|access-date=November 11, 2021}}</ref> 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.<ref name="idc" />
{{plain image with caption|Mattel Electronics logo.svg|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.<ref name=hgp>{{cite web|last1=Barton|first1=Matt|last2=Loguidice|first2=Bill|date=May 8, 2008|title=A History of Gaming Platforms: Mattel Intellivision|url=http://www.gamasutra.com/view/feature/3653/a_history_of_gaming_platforms_.php|url-status=live|archive-url=https://web.archive.org/web/20190113151641/http://www.gamasutra.com/view/feature/3653/a_history_of_gaming_platforms_.php |archive-date=January 13, 2019|website=]|access-date=November 5, 2015|pages=1, 3}}</ref> Mattel Electronics forced Mattel to take a $394 million loss the following and almost filed for bankruptcy.<ref name="idc" />


In 1979, through ], Mattel purchased the ] and ] for $12 million,<ref>{{cite web|last=Dale|first=Steve|date=January 20, 1995|title=Snow White And Greenbacks|url=https://www.chicagotribune.com/news/ct-xpm-1995-01-20-9501200093-story.html|url-status=live|archive-url=https://web.archive.org/web/20150914025442/http://articles.chicagotribune.com/1995-01-20/entertainment/9501200093_1_kenneth-feld-productions-snow-white-dwarfs|archive-date=September 14, 2015|website=]|access-date=February 15, 2022}}</ref> Also acquired that year was ] for $120 million in cash and stock.<ref name=idc0>{{cite web|title=Western Publishing Group, Inc. History|url=http://www.fundinguniverse.com/company-histories/western-publishing-group-inc-history/|work=International Directory of Company Histories. Vol.13|publisher=St. James Press (2000)|access-date=November 5, 2015|archive-url=https://web.archive.org/web/20120724052813/http://www.fundinguniverse.com/company-histories/western-publishing-group-inc-history/|archive-date=July 24, 2012|url-status=live}}</ref> which they sold to Richard A. Bernstein in December 4 years later.<ref name="idc0" />
==Mattel Electronics==


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),<ref>{{Cite web|date=July 17, 2020|title=Fisher-Price turns 90 + your chance to WIN|url=https://babyyumyum.co.za/fisher-price-turns-90/|url-status=dead|archive-url=https://web.archive.org/web/20211123191044/https://babyyumyum.co.za/fisher-price-turns-90/ |archive-date=November 23, 2021|website=BabyYumYum South Africa|access-date=November 23, 2021}}</ref><ref name="BExp">{{Cite web|last=Conklin |first=Lisa Marie |date=May 10, 2022 |title=What Barbie Looked Like the Decade You Were Born |url=https://www.rd.com/list/what-barbie-looked-like-decade-you-were-born/|website=]}}</ref> which will eventually include iterations of Barbie from more than 40 countries.<ref name="BExp" />
===History===
{{expand section|date=June 2013}}
In the early 1980s, Mattel – through its ] division – released ] for ] consoles. In the mid 1980s, Mattel Electronics decided to make it's own video game console, the ]. After this failed, the company formed a deal with ] in order to bring the ] to the PAL regions. This was later believed to have been a mistake on Nintendos part, as their North American success with the console(and it's Japanese counterpart, the Famicom) was not replicated in the PAL regions, and they were outsold in these regions by the ]. This resulted in Nintendo being unhappy with the arrangement with Mattel, and cutting ties with the company. Nintendo released the Gameboy without Mattel involvement and as a result, it was far more sucessful than the NES was.


In 1982, ] and the ] line of action figures was released, which inspired a three-issue comic book mini-series, an animated series and a live-action film.<ref name="HeMan">{{Cite web|date=2017-09-10|title=Masters Of Your Bank Account: The 15 Most Expensive He-Man Toys Ever|url=https://www.cbr.com/most-expensive-he-man-toys/|website=]|access-date=December 12, 2021}}</ref>
==See also==
{{Portal|Greater Los Angeles|Companies|Toys}}
*]
*]


The Felds bought the circus (and related companies) in 1982 for $22.8 million.<ref>{{cite news|date=March 19, 1982|title=Feld Family Buys Ringling Bros|url=https://www.nytimes.com/1982/03/19/business/feld-family-buys-ringling-bros.html|url-status=live|archive-url=https://web.archive.org/web/20081211090011/http://query.nytimes.com/gst/fullpage.html?res=9D00E0DD1639F93AA25750C0A964948260|archive-date=December 11, 2008|work=]|access-date=February 15, 2022|quote=Mattel Inc. said it had sold Ringling Brothers-Barnum & Bailey Combined Shows Inc. for $22.8 million to a family who had owned the circus and managed it for 26 years. Two members of the family, Irvin Feld and his son, Kenneth, said the deal included the circus, Ice Follies, ], and the new ].}}</ref>
{{-}}

In the early 1980s, Mattel produced ]s, under its own brands and under license from ].

In 1985, the company launched the Barbie “We Girls Can Do Anything” TV advertising campaign to encourage girls to believe in themselves.<ref name="KnowBarbie">{{Cite web|last=Barbie|title=60 things you didn't know about Barbie|url=https://www.nowtolove.com.au/lifestyle/daily-life/barbie-facts-54287|website=Now To Love|date=March 2019 |access-date=December 16, 2021}}</ref> They also released the CEO / Day-to-Night Barbie to celebrate women becoming CEOs.<ref name="BPrez">{{Cite web|last=Conklin|first=Lisa Marie|date=October 21, 2021|title=What Barbie Looked Like the Decade You Were Born |url=https://www.rd.com/list/what-barbie-looked-like-decade-you-were-born/|website=]|access-date=16 December 2021}}</ref> In 1986, Barbie joined the list of famous individuals painted by ].<ref name="KnowBarbie" />

]-based venture capital firms ], and ] 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.<ref name="idc" />

Mattel secured licensing and sponsorship rights from ] 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.<ref name="idc" /> Mattel also negotiated the exclusive rights to sell dolls, stuffed characters and preschool toys based on Disney characters.<ref name="idc" /> On January 31, 1988, Mattel shut down its operations in the ] 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.<ref name="idc" />

{{Plain image with caption|image=Aerial Mattel Headquarters El Segundo May 2012.JPG|caption=Headquarters in ], in 2012}}

In 1991, Mattel moved its headquarters from Hawthorne to its current ] site, in ].<ref>{{Cite news|date=20 September 1989|title=Mattel Toys to Move Its Headquarters to El Segundo Site|url=https://www.latimes.com/archives/la-xpm-1989-09-20-me-273-story.html|url-status=live|archive-url=https://web.archive.org/web/20170312043324/http://articles.latimes.com/1989-09-20/local/me-273_1_el-segundo|archive-date=12 March 2017|issn=0458-3035|website=]|access-date=16 February 2022}}</ref>

====Uno, Fisher-Price, American Girl, Polly Pocket: 1992–2009====
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.<ref>{{Cite web|last=Kurtzleben|first=Danielle|date=July 30, 2020|title=An Oral History Of How Barbie Lost The Presidency Yet Again|url=https://www.npr.org/2020/07/30/896649237/an-oral-history-of-how-barbie-lost-the-presidency-yet-again|website=]|access-date=August 1, 2020}}</ref>

Mattel entered the gaming business in 1992 with the purchase of International Games, creators of ] and ].<ref name="upi">{{cite web|date=January 23, 1992|title=Mattel to buy International Games|url=https://www.upi.com/Archives/1992/01/23/Mattel-to-buy-International-Games/5517696142800/|url-status=live|archive-url=https://web.archive.org/web/20181129100349/https://www.upi.com/Archives/1992/01/23/Mattel-to-buy-International-Games/5517696142800/|archive-date=November 29, 2018|website=UPI|access-date=November 29, 2018}}</ref> The company purchased ] on August 20, 1993, and ] (owners of the ] and ] brands) in 1997. In 1998, Mattel acquired Pleasant Company (creators of the ] brand)<ref name="idc" /> and ], ]-based toymaker ] (along with its most prized property, '']''). In the same year, the first American Girl retail store opened for business in ].<ref>{{Cite web|last=Jones|first=Chris|date=November 29, 2018|title=How American Girl Place was a first in Chicago — and way ahead of its time|url=https://www.chicagotribune.com/entertainment/theater/ct-ae-american-girl-place-chicago-1202-story.html |website=]|access-date=9 December 2021}}</ref>

In 1997, the Fisher-Price ] 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.<ref>{{Cite web|last=Lammie|first=Rob|date=July 26, 2010|title=A Brief History of Fisher-Price Little People|url=https://www.mentalfloss.com/article/26320/little-people-big-fun-brief-history-fisher-price-little-people|website=]|access-date=March 30, 2022}}</ref> Also that year, Mattel acquired ],<ref>{{Cite web|last=Arce|first=Nicole|date=February 14, 2015|title=View-Master History: From Sawyers, Mattel To The Age Of Virtual Reality|url=https://www.techtimes.com/articles/32852/20150214/view-master-history-from-sawyer-mattel-to-the-age-of-virtual-reality.htm|website=Tech Times|access-date=December 1, 2022}}</ref> and Hot Wheels partnered with ] drivers ] and ] leading to the production of the first NASCAR-themed vehicles.<ref>{{Cite web|date=June 1, 2018|title=Simple toy has evolved into a true lifestyle brand|url=https://www.jacksonville.com/story/business/automotive/2018/06/01/hot-wheels-at-50-simple-toy-has-evolved-into-true-lifestyle-brand/12082583007/|website=]|access-date=March 30, 2022}}</ref>

In 1998, Mattel donated $25 million to help rebuild UCLA's children's hospital, which was later renamed the ].<ref>{{Cite web|last=Liu|first=Yiling|date=March 13, 2017|title=Toy company Mattel donates $50 million to UCLA children's hospital|url=https://dailybruin.com/2017/03/13/toy-company-mattel-donates-50-million-to-ucla-childrens-hospital/|website=]|access-date=May 5, 2022}}</ref> Barbie was inducted into the National Toy Hall of Fame that year<ref>{{Cite web|last=Martinez|first=Edecio|date=November 19, 2012|title=National Toy Hall of Fame|url=https://www.cbsnews.com/pictures/national-toy-hall-of-fame/|website=]|access-date=May 5, 2022}}</ref> and the first Thomas & Friends theme park, Thomas Land, opened in Fujikyu Park in ].<ref>{{Cite web|date=April 26, 2018|title=Thomas Arrives at UK's Thomas Land|url=https://www.licenseglobal.com/archive/thomas-arrives-uks-thomas-land|work=License Global|publisher=].com|access-date=May 5, 2022}}</ref>

Mattel purchased ] (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.<ref name="idc" />

Mattel earned the first grant for the ] doll license in 2000.<ref name="bbw">{{cite news|last=Suddath|first=Claire|date=December 17, 2015|title=The $500 Million Battle Over Disney's Princesses|url=https://www.bloomberg.com/features/2015-disney-princess-hasbro/|url-status=live|archive-url=https://web.archive.org/web/20170208181738/https://www.bloomberg.com/features/2015-disney-princess-hasbro/|archive-date=February 8, 2017|work=]|publisher=]|access-date=February 18, 2016}}</ref> In December 2000, Mattel ] Danish-Norwegian ] band ], claiming their song "]" violated the Barbie trademark and turned her into a sex object, referring to her as a "blonde ]". The lawsuit was rejected two years later.<ref>{{cite news|date=July 25, 2002|title=Barbie loses battle over bimbo image|url=http://news.bbc.co.uk/2/hi/americas/2150432.stm|url-status=live|archive-url=https://web.archive.org/web/20070706125100/http://news.bbc.co.uk/2/hi/americas/2150432.stm |archive-date=July 6, 2007|website=]|access-date=August 8, 2007}}</ref>

In 2000, Mattel signed a deal with ] to become the master licensee for ] branded toys.<ref>{{cite web|last1=Bannon|first1=Lisa|last2=Lippman|first2=John|date=11 February 2000|title=Mattel and Hasbro get licenses for characters from Harry Potter|url=https://www.wsj.com/articles/SB950227667707132677|url-status=live|archive-url=https://web.archive.org/web/20171215053855/https://www.wsj.com/articles/SB950227667707132677|archive-date=15 December 2017|website=]|access-date=June 1, 2022}}</ref> It was extended in 2002; Mattel became the master licensee for ], ], ], ], ] and ] toys for all markets except Asia.<ref>{{cite web|last=Bates|first=James|date=July 9, 2002|title=Mattel, Warner Bros. in Licensing Deal|url=https://www.latimes.com/archives/la-xpm-2002-jul-09-fi-mattel9-story.html|url-status=live|archive-url=https://web.archive.org/web/20150924012133/http://articles.latimes.com/2002/jul/09/business/fi-mattel9|archive-date=24 September 2015|website=]|access-date=February 16, 2022}}</ref>

In 2001, the first life-sized ] car, the Twin Mill, was created.<ref>{{Cite web|last=Zepeda|first=Danny|date=November 25, 2017|title=These three classic real-life Hot Wheels will take you back to your childhood|url=https://www.technobuffalo.com/these-three-classic-real-life-hot-wheels-will-take-you-back-to-your-childhood|website=TechnoBuffalo|access-date=June 6, 2022}}</ref> More than twenty life-sized cars were created and all of them were inducted into the Hot Wheels Garage of Legends.<ref>{{Cite web|date=March 18, 2021|title=The Hot Wheels™ Legends Tour is Back |url=https://www.limaohio.com/news/451952/the-hot-wheels-legends-tour-is-back|url-status=dead|archive-url=https://web.archive.org/web/20210413042110/https://www.limaohio.com/news/451952/the-hot-wheels-legends-tour-is-back|archive-date=April 13, 2021|website=The Lima News|access-date=June 6, 2022}}</ref>

] launched its “Girl of the Year” campaign in 2001 to highlight dolls with contemporary stories; each doll is only available for a year.<ref name="AG">{{Cite web|last=Schild |first=Darcy|date=September 21, 2020|title=How the American Girl toy empire has changed over time, from its iconic historical characters to dolls with modern stories|url=https://www.insider.com/american-girl-dolls-history-evolution-brand-2020-1|website=]|access-date=June 2, 2022}}</ref>

In 2002, the company closed its last factory in the ]; the factory was originally part of ] outsourcing production to ]. A chain of events followed that led to its distribution of millions of hazardous toys, including ones contaminated with lead.<ref>{{cite web|date=July 2, 2011|title=Fisher-Price recalls almost one million toys|url=http://www.ctv.ca/CTVNews/Health/20070801/toy_recall_070830/|url-status=dead|archive-url=https://web.archive.org/web/20110702075303/http://www.ctv.ca/CTVNews/Health/20070801/toy_recall_070830/|archive-date=July 2, 2011|website=]|access-date=June 9, 2011}}</ref> On August 14, 2007, Mattel recalled over 18 million products, with Louise Story of '']'' in close coverage.<ref>{{Cite news|last1=Barboza|first1=David|last2=Story|first2=Louise|date=July 26, 2007|title=Toymaking in China, Mattel's Way|url=https://www.nytimes.com/2007/07/26/business/26toy.html|issn=0362-4331|url-status=live|archive-url=https://web.archive.org/web/20170202230718/http://www.nytimes.com/2007/07/26/business/26toy.html|archive-date=February 2, 2017|newspaper=]|access-date=July 4, 2015}}</ref><ref>{{cite news|last=Story|first=Louise|date=August 28, 2007|title=Mattel shifts into crisis mode after quality problems|url=https://www.nytimes.com/2007/08/28/business/worldbusiness/28iht-mattel.4.7289869.html?pagewanted=all|url-status=live|archive-url=https://web.archive.org/web/20171001124325/http://www.nytimes.com/2007/08/28/business/worldbusiness/28iht-mattel.4.7289869.html?pagewanted=all|archive-date=October 1, 2017|newspaper=]|access-date=October 1, 2022}}</ref><ref name="MattelandLead">{{Cite news|last=Story|first=Louise|date=August 2, 2007|title=Lead Paint Prompts Mattel to Recall 967,000 Toys|url=https://www.nytimes.com/2007/08/02/business/02toy.html|url-status=live|archive-url=https://web.archive.org/web/20170129172355/http://www.nytimes.com/2007/08/02/business/02toy.html|archive-date=January 29, 2017|newspaper=]|access-date=July 4, 2015|issn=0362-4331}}</ref> Many of the products had surface coatings that contained more than the U.S. legal limit of .06% lead by weight.<ref name="MattelandLead" /> 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.<ref name="recall1">{{cite web|title=Mattel to announce toy recall|url=http://service.mattel.com/us/recall/default.asp?recall_id=52431|url-status=live|archive-url=https://web.archive.org/web/20110714050224/http://service.mattel.com/us/recall/default.asp?recall_id=52431|archive-date=July 14, 2011|website=Mattel.com Services|access-date=June 9, 2011}}</ref> The recall included 7.1 million Polly Pocket toys produced before November 2006, 600,000 ] and Tanner Playsets, 1 million ], ]'s ] and thousands of ] ] toys due to exposed ].<ref name=recall1/> In 2009, Mattel paid a $2.3 million fine to the ] for marketing, importing and selling non-compliant toys.<ref>{{cite web|last=Kavitanz|first=Parija|title=Mattel fined $2.3 million over lead in toys|url=https://money.cnn.com/2009/06/05/news/companies/cpsc/|url-status=live|archive-url=https://web.archive.org/web/20090803052016/http://money.cnn.com/2009/06/05/news/companies/cpsc/|archive-date=August 3, 2009|access-date=8 November 2013|website=]}}</ref> Mattel was noted for its crisis response by several newspaper publications, including '']'', the '']'', '']'' and Business Management.<ref>{{cite web|last=Lewis|first=Tanya|title=Mattel tackles crisis with solid comms|url=http://www.prweek.com/article/1255057/mattel-tackles-crisis-solid-comms|url-access=registration|url-status=live|archive-url=https://web.archive.org/web/20150705181406/http://www.prweek.com/article/1255057/mattel-tackles-crisis-solid-comms |archive-date=July 5, 2015|website=]|access-date=July 4, 2015}}</ref><ref>{{Cite news|last1=Goldman|first1=Abigail|last2=Reckard|first2=E. Scott|date=18 August 2007|title=Tactics differ for 2 firms in crises|url=https://www.latimes.com/archives/la-xpm-2007-aug-18-fi-pr18-story.html|url-status=live|newspaper=]|access-date=4 July 2015|issn=0458-3035|archive-url=https://web.archive.org/web/20170210041948/http://articles.latimes.com/2007/aug/18/business/fi-pr18|archive-date=10 February 2017}}</ref><ref>{{cite web|last=Yang|first=Jia Lynn|date=January 22, 2008|title=Mattel's CEO Recalls a Rough Summer|url=https://money.cnn.com/2008/01/21/news/companies/mattel.fortune/?section=money_latest|archive-url=https://web.archive.org/web/20140512222738/http://money.cnn.com/2008/01/21/news/companies/mattel.fortune/?section=money_latest|archive-date=May 12, 2014|website=]|access-date=August 11, 2016 }}</ref>

On September 13, 2009, Mattel's ticker symbol moved from the NYSE to the ] Global Select Market (NASDAQ-GS large cap).<ref>https://labusinessjournal.com/news/mattel-to-move-to-nasdaq/</ref>

===More acquisitions and brand portfolio expansion: 2010–2016===
On June 11, 2010, Mattel launched ], a fashion doll line featuring the teenage children of famous and well-known monsters like ], ], ], ], ], and ].<ref>{{Cite web|last=Nicholasi|first=Paul|date=11 June 2010|title=Mattel Launches Monster High|url=https://www.dreadcentral.com/news/17808/mattel-launches-monster-high/|website=]|access-date=1 July 2014}}</ref><ref>{{cite web|last=Chang|first=Andrea|date=13 August 2010 |title=Watch out, Barbie: Mattel's edgy Monster High is in session|url=https://www.latimes.com/archives/la-xpm-2010-aug-13-la-fi-monster-high-20100813-story.html|website=]|access-date=23 September 2021}}</ref> It led to popularity and cult following success which Mattel translated into two spin-offs, each with a different focus than Monster High; '']'' in 2013<ref>{{cite web|date=October 28, 2013|title=Mattel Announces the Global Launch of Ever After High™|url=https://investors.mattel.com/news-releases/news-release-details/mattel-announces-global-launch-ever-after-hightm|url-status=dead|archive-url=https://web.archive.org/web/20211107205321/https://investors.mattel.com/news-releases/news-release-details/mattel-announces-global-launch-ever-after-hightm|archive-date=November 7, 2021|website=Mattel Investors|access-date=4 November 2020}}</ref><ref>{{cite web|last=Dickson|first=Jeremy|date=28 October 2013|title=Mattel's Ever After High launches globally|url=https://kidscreen.com/2013/10/28/mattels-ever-after-high-launches-globally/|work=Kidscreen|publisher=]|access-date=4 November 2020}}</ref> and '']'' 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.<ref name="Wired">{{Cite magazine|last=Malinowski|first=Erik|date=May 31, 2011|title=Video: Life-Size Hot Wheels Car Completes World Record Jump|url=https://www.wired.com/2011/05/video-hot-wheels-world-record/|magazine=]|access-date=June 22, 2022|language=en-US|issn=1059-1028}}</ref> The 332 feet jump broke the previous 301 feet record set in 2009.<ref name="Wired" />

On January 5, 2009, ] named Mattel's Fisher-Price division as its global master toy licensee for its '']'' franchise (outside of Japan), replacing ]'s Learning Curve brand in the North American market as well as the HIT Toy Company for the TrackMaster range.<ref>{{cite web|url=https://www.awn.com/news/fisher-price-gets-thomas-friends-license|title=Fisher-Price Gets Thomas & Friends License|work=Animation World Network|first=Annemarie|last=Moody|date=2009-01-05|access-date=2025-01-11}}</ref><ref name="wsj">{{cite news|last=Kell|first=John|title=Mattel to Buy HIT Entertainment|url=https://www.wsj.com/articles/SB10001424052970204644504576650730957530252|access-date=8 April 2013|newspaper=]|date=October 25, 2011|archive-url=https://web.archive.org/web/20170709235912/https://www.wsj.com/articles/SB10001424052970204644504576650730957530252|archive-date=July 9, 2017|url-status=live}}</ref> Mattel then agreed to purchase HIT Entertainment from ] on October 24, 2011, for $680 million, excluding its share of the ] channel (now Universal Kids), which would be completed on February 1, 2012, for £680m,<ref name="MatHIT">{{cite web|last=Szalai|first=George|date=January 31, 2012|title=Mattel's Acquisition of 'Thomas & Friends' Maker HIT Entertainment to Close on Wednesday|url=http://www.hollywoodreporter.com/business/business-news/mattel-acquisition-thomas-friends-maker-HIT-entertainment-earnings-286056/|website=]|access-date=February 15, 2022|url-status=live|archive-url=https://web.archive.org/web/20200204235823/https://www.hollywoodreporter.com/news/mattel-acquisition-thomas-friends-maker-hit-entertainment-earnings-286056|archive-date=February 4, 2020}}</ref> and be managed under Mattel's Fisher-Price unit.<ref>{{cite web|title=Welcome to HiT Entertainment |url=http://www.hitentertainment.com/corporate/index.aspx?c=usa|url-status=dead|archive-url=https://web.archive.org/web/20131029071459/http://www.hitentertainment.com/corporate/index.aspx |archive-date=October 29, 2013|website=]|access-date=October 28, 2013}}</ref> In 2012, Mattel introduced a doll, Ella, to the ''Barbie'' line.<ref name="WHNT">{{Cite web|date=1 July 2014|title=Bald is beautiful: Special Barbie doll 'Ella' inspires kids with cancer|url=https://whnt.com/news/bald-is-beautiful-special-barbie-doll-ella-inspires-kids-with-cancer/|website=]|access-date=6 July 2022|language=en-US}}</ref> The doll is bald and was distributed directly through hospitals to children experiencing hair loss due to cancer and other diseases.<ref name="WHNT" /> On October 16, 2013, with reports of high profitability, Mattel launched an in-house film studio, ], through which it produces original films, TV shows, Web series, live events, and games.<ref name="PGPL">{{cite news |last=Goldman Getzler |first=Wendy |title=With profits up, Mattel launches in-house studio Playground Productions |url=http://kidscreen.com/2013/10/16/with-profits-up-mattel-launches-in-house-studio-playground-productions/ |access-date=September 7, 2018 |work=] |date=October 16, 2013 |archive-url=https://web.archive.org/web/20180908092751/http://kidscreen.com/2013/10/16/with-profits-up-mattel-launches-in-house-studio-playground-productions/ |archive-date=September 8, 2018 |url-status=live }}</ref><ref name="vty">{{cite news|last=Graser|first=Marc|date=November 5, 2013|title=Mattel's Bold Plan to Take Control Back From Hollywood|url=https://variety.com/2013/biz/news/mattels-bold-plan-to-take-control-back-from-hollywood-1200795906/|url-status=live|archive-url=https://web.archive.org/web/20140508033409/http://variety.com/2013/biz/news/mattels-bold-plan-to-take-control-back-from-hollywood-1200795906/|archive-date=May 8, 2014|work=]|publisher=]|access-date=May 7, 2014}}</ref>

'']'' 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.<ref>{{cite web|date=4 February 2013|title=Mattel – Best Companies to Work For 2013|url=https://money.cnn.com/magazines/fortune/best-companies/2013/snapshots/96.html?iid=bc_lp_arrow1|url-status=live|archive-url=https://web.archive.org/web/20130120090435/http://money.cnn.com/magazines/fortune/best-companies/2013/snapshots/96.html?iid=bc_lp_arrow1|archive-date=January 20, 2013|work=]|publisher=]|access-date=10 July 2013}}</ref>

On February 28, 2014, Mattel acquired ]<ref name="fbs">{{cite web|last=Solomon|first=Brian |date=February 28, 2014|title=Jealous Barbie: Mattel Comes After Lego With Mega Bloks Purchase|url=https://www.forbes.com/sites/briansolomon/2014/02/28/jealous-barbie-mattel-comes-after-lego-with-mega-bloks-purchase/|url-status=live|archive-url=https://web.archive.org/web/20140307140523/http://www.forbes.com/sites/briansolomon/2014/02/28/jealous-barbie-mattel-comes-after-lego-with-mega-bloks-purchase/|archive-date=March 7, 2014|website=]|access-date=March 5, 2014}}</ref> On April 16, 2015, Mattel announced a partnership with invention platform ] to crowd-source a number of products.<ref>{{cite web|last=Kokalitcheva|first=Kia|date=April 16, 2015|title=Quirky and Mattel join forces to crowdsource the next hit toy|url=http://fortune.com/2015/04/16/quirky-mattel-toys/|url-status=live|archive-url=https://web.archive.org/web/20150706130415/https://fortune.com/2015/04/16/quirky-mattel-toys/|archive-date=July 6, 2015|website=]|access-date=June 1, 2022}}</ref>

Mattel added a princess-themed Barbie line in 2010. Barbie sales began plummeting in 2012, thus removing focus from the '']'' line. Mattel had only sold ], ], ] and the two '']'' princesses (] and ]) 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 ] a chance to gain the license given their work on Star Wars, which led to a '']'' license. ] 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.<ref name="bbw" /> Mattel again became the licensed doll maker, instead of Hasbro, in January 2022 and the characters of ''Frozen'' were part of the line.<ref>{{Cite news|last=Creswell|first=Julie|date=January 26, 2022|title=Disney Princess dolls are reunited with Barbie.|url=https://www.nytimes.com/2022/01/26/business/media/mattel-disney-princess-frozen.html|newspaper=]|access-date=January 16, 2023|language=en-US|issn=0362-4331}}</ref><ref>{{Cite news|last=Ziobro|first=Paul|date=January 26, 2022|title=WSJ News Exclusive {{!}} Mattel Wins Disney Princess Toy Deal, Joining Elsa of 'Frozen' With Barbie|url=https://www.wsj.com/articles/mattel-wins-disney-toy-deal-joining-elsa-of-frozen-with-barbie-11643198404|newspaper=]|access-date=January 16, 2023|language=en-US}}</ref> The latest collection of dolls was available for purchase in January 2023.<ref>{{Cite web|date=January 5, 2023|title=Disney and Mattel team up to launch re-imagined line of Disney Princess dolls|url=https://goodmorningamerica.com/style/story/disney-mattel-team-launch-imagined-line-disney-princess-96119043|work=]|publisher=]|access-date=January 16, 2023|language=en}}</ref><ref>{{Cite web|last=Whelan|first=Robbie|date=January 7, 2023|title=Disney Princesses Return to Mattel as Barbie Maker's Turnaround Ambitions Grow|url=https://www.wsj.com/articles/disney-princess-mattel-barbie-dolls-11673063375|website=]|access-date=January 16, 2023|language=en-US}}</ref>

In January 2015, board member ] replaced CEO Bryan Stockton, following with 2/3 of senior executives resigning or receiving lay off.<ref name="bbw"/> The following month, an upgraded View-Master to provide a virtual reality viewing experience was announced through a partnership with Google Cardboard.<ref>{{Cite web|last=Arce|first=Nicole|date=February 14, 2015|title=View-Master History: From Sawyers, Mattel To The Age Of Virtual Reality|url=https://www.techtimes.com/articles/32852/20150214/view-master-history-from-sawyer-mattel-to-the-age-of-virtual-reality.htm|website=Tech Times|access-date=August 18, 2022}}</ref>

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.<ref>{{Cite news|last=Blakely|first=Lindsay|date=January 21, 2016|title=Mattel Buys Fuhu Out of Bankruptcy for $21.5 Million|work=]|url=http://www.inc.com/lindsay-blakely/mattel-buys-fuhu-out-of-bankruptcy-for-$215-million.html|archive-url=https://web.archive.org/web/20160424025737/http://www.inc.com/lindsay-blakely/mattel-buys-fuhu-out-of-bankruptcy-for-$215-million.html|archive-date=April 24, 2016}}</ref> 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, ] and the ] content creation team in ] were absorbed into Creations the following day.<ref name="dl">{{cite news|last=Tartaglione|first=Nancy|title=Mattel Creations Formed To Centralize Toy Giant's Theatrical, TV & Digital Content|url=https://deadline.com/2016/03/mattel-creations-balsam-schwaber-keenan-new-division-barbie-1201729116|access-date=June 6, 2016|work=]|publisher=]|date=30 March 2016|archive-url=https://web.archive.org/web/20160605053450/http://deadline.com/2016/03/mattel-creations-balsam-schwaber-keenan-new-division-barbie-1201729116/|archive-date=June 5, 2016|url-status=dead}}</ref> On July 19, 2016, ] announced Mattel's license acquisition to produce toys based on the '']'' franchise after Hasbro's rights expired in 2017.<ref>{{cite web|last=Townsend|first=Matthew |date=July 19, 2016|title=Mattel Nabs Universal's 'Jurassic Park' Toy License From Hasbro |url=https://www.bloomberg.com/news/articles/2016-07-19/mattel-nabs-universal-s-jurassic-park-toy-license-from-hasbro-iqter9wv|url-status=live|archive-url=https://web.archive.org/web/20170712123313/https://www.bloomberg.com/news/articles/2016-07-19/mattel-nabs-universal-s-jurassic-park-toy-license-from-hasbro-iqter9wv|archive-date=July 12, 2017|website=]|access-date=June 1, 2022}}</ref>

===Hasbro's failed takeover and Mattel163: 2017–2018===
Former ] executive, ], was announced as company CEO on 17 January 2017.<ref>{{cite news|last1=S. Lublin|first1=Joann|last2=Ziobro|first2=Paul|date=January 17, 2017|title=Mattel Names Google Executive Margaret Georgiadis as CEO|url=https://www.wsj.com/articles/mattel-names-google-executive-margaret-georgiadis-as-ceo-1484661479|url-status=live|archive-url=https://web.archive.org/web/20170117152202/http://www.wsj.com/articles/mattel-names-google-executive-margaret-georgiadis-as-ceo-1484661479|archive-date=17 January 2017|newspaper=]|access-date=January 17, 2017}}</ref> On November 10, 2017 '']'' reported that ] had made a takeover offer for Mattel,<ref>{{cite web|last1=Zaiobro|first1=Paul|last2=Mattioli|first2=Dana|date=November 10, 2017|title=Hasbro Sets Its Sights on Mattel|url=https://www.wsj.com/articles/hasbro-makes-takeover-approach-to-mattel-1510351281|url-status=live|archive-url=https://web.archive.org/web/20171111013916/https://www.wsj.com/articles/hasbro-makes-takeover-approach-to-mattel-1510351281|archive-date=November 11, 2017|website=]|access-date=November 11, 2017}}</ref><ref name="cnbc-hasbro">{{cite web|date=November 10, 2017|title=Hasbro approaches Mattel about takeover, says WSJ, citing sources |url=https://www.cnbc.com/2017/11/10/hasbro-approaches-mattel-about-takeover-says-wsj-citing-sources.html|url-status=live|archive-url=https://web.archive.org/web/20171112061835/https://www.cnbc.com/2017/11/10/hasbro-approaches-mattel-about-takeover-says-wsj-citing-sources.html|archive-date=November 12, 2017|website=]|access-date=January 12, 2018}}</ref> with Hasbro worth about $11 billion at the time and Mattel, $5 billion.<ref name="cnbc-hasbro"/> The latter rejected the offer less than a week later, according to ].<ref name="Reuters25Nov2017">{{cite news|last=Roumeliotis|first=Greg|title=Mattel snubs Hasbro's latest acquisition approach – sources|url=https://www.reuters.com/article/us-mattel-m-a-hasbro-exclusive/exclusive-mattel-snubs-hasbros-latest-acquisition-approach-sources-idUSKBN1DF32W|url-status=live|archive-url=https://web.archive.org/web/20171125145742/https://www.reuters.com/article/us-mattel-m-a-hasbro-exclusive/exclusive-mattel-snubs-hasbros-latest-acquisition-approach-sources-idUSKBN1DF32W|archive-date=November 25, 2017|website=]|date=November 15, 2017 |access-date=25 November 2017}}</ref>

On January 29, 2018, Mattel and Chinese internet technology and video game company ] formed a joint venture mobile publishing and development studio, ], aimed at creating apps based on the former's key brands.<ref>{{cite news|last=Foster|first=Elizabeth|date=January 30, 2018|title=Mattel ups its mobile game with NetEase JV|url=http://kidscreen.com/2018/01/30/mattel-ups-its-mobile-game-with-netease-jv/|url-status=live|archive-url=https://web.archive.org/web/20190108130559/http://kidscreen.com/2018/01/30/mattel-ups-its-mobile-game-with-netease-jv/|archive-date=January 8, 2019|work=Kidscreen|publisher=]|access-date=January 28, 2019}}</ref><ref>{{Cite web|last=Grassullo|first=Stephanie|date=January 30, 2018|title=Mattel, NetEase Launch Mobile Games Studio Mattel163|url=https://www.thetoyinsider.com/mattel-netease-launch-mobile-games-studio-mattel163/|website=The Toy Insider|access-date=August 26, 2022}}</ref><ref>{{Cite web|last=Handrahan|first=Matthew |date=January 30, 2018|title=NetEase and Mattel launch new game studio|url=https://www.gamesindustry.biz/netease-and-mattel-launch-new-game-studio|website=GamesIndustry.biz|access-date=May 4, 2023}}</ref> 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.<ref name="AG" />

===Company reorganization and production partnership increments: 2018–present===
On April 19, 2018, Mattel named former ] CEO ] as chairman and the replacement CEO for outgoing CEO Georgiardis who moved on to head ], effective from April 26, 2018.<ref>{{cite web|last=Whitten|first=Sarah|date=April 19, 2018|title=Mattel's CEO Georgiadis heads to Ancestry. Toymaker taps Ynon Kreiz to replace her|url=https://www.cnbc.com/2018/04/19/mattel-ceo-margo-georgiadis-reportedly-in-talks-to-leave-the-company.html|url-status=live|archive-url=https://web.archive.org/web/20180419213734/https://www.cnbc.com/2018/04/19/mattel-ceo-margo-georgiadis-reportedly-in-talks-to-leave-the-company.html|archive-date=19 April 2018|website=]|access-date=19 April 2018}}</ref><ref>{{cite press release|last=Clark|first=Alex|date=April 19, 2018|title=Mattel Names Ynon Kreiz As Chief Executive Officer, Effective April 26, 2018|url=https://corporate.mattel.com/news/mattel-names-ynon-kreiz-as-chief-executive-officer-effective-april-26-2018|publisher=Mattel Corporate|access-date=June 2, 2023}}</ref> Two months later, the company laid off 2,200 employees partially due to the liquidation of ] in the U.S.<ref name="lvrj">{{cite news|date=July 26, 2018|title=Toy giant Mattel to slash more than 2,200 jobs|url=https://www.reviewjournal.com/business/toy-giant-mattel-to-slash-more-than-2200-jobs/|url-status=live|archive-url=https://web.archive.org/web/20180727120426/https://www.reviewjournal.com/business/toy-giant-mattel-to-slash-more-than-2200-jobs/|archive-date=July 27, 2018|website=Las Vegas Review-Journal|agency=]|access-date=September 7, 2018}}</ref> 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.<ref name="bb">{{cite web|last=Townsend|first=Matthew|date=6 September 2018|title=Mattel's New CEO Starts Movie Unit to Jump-Start Film Franchises|url=https://www.bloomberg.com/news/articles/2018-09-06/mattel-s-new-ceo-starts-movie-unit-to-jump-start-film-franchises |access-date=7 September 2018|publisher=]|url-status=live|archive-url=https://web.archive.org/web/20180908054238/https://www.bloomberg.com/news/articles/2018-09-06/mattel-s-new-ceo-starts-movie-unit-to-jump-start-film-franchises|archive-date=8 September 2018}}</ref>

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,<ref>{{cite news|last1=Foster|first1=Elizabeth|date=August 31, 2018|title=Mattel launches global franchise management group|url=http://kidscreen.com/2018/08/31/mattel-launches-global-franchise-management-group/|url-status=live|archive-url=https://web.archive.org/web/20190312020420/http://kidscreen.com/2018/08/31/mattel-launches-global-franchise-management-group/|archive-date=March 12, 2019|work=Kidscreen|publisher=]|access-date=March 11, 2019}}</ref> 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.<ref>{{cite news|last=Foster|first=Elizabeth|date=September 28, 2018 |title=Mattel's global franchise management group grows|url=http://kidscreen.com/2018/09/28/mattels-global-franchise-management-group-grows/|url-status=live|archive-url=https://web.archive.org/web/20190407171619/http://kidscreen.com/2018/09/28/mattels-global-franchise-management-group-grows/|archive-date=April 7, 2019|work=Kidscreen|publisher=]|access-date=March 11, 2019}}</ref> Hot Wheels celebrated its 50th anniversary the same year by recreating and selling as a set the original 16 Hot Wheels die-cast cars.<ref>{{Cite web|last=Glucker|first=Jeff|date=November 2, 2018|title=Hot Wheels to re-release original 16 with a display set for 50th anniversary|url=https://www.motorauthority.com/news/1119652_hot-wheels-to-re-release-original-16-with-a-display-set-for-50th-anniversary|website=Motor Authority|access-date=September 1, 2022|language=en}}</ref> That same year in September, Thomas & Friends announced an alliance with the United Nations to introduce some of the organization's ], 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.<ref>{{Cite web |date=September 9, 2018|title=Thomas And Friends Launches Collaboration With the United Nations|url=https://www.looktothestars.org/news/18283-thomas-and-friends-launches-collaboration-with-the-united-nations|website=Look to the Stars|access-date=September 13, 2022|language=en}}</ref>

On December 24, 2018, Mattel announced the loss of the DC Comics toy license to ] starting in the spring of 2020, hitting an 18-year low on its share price which concluded at $9.25 for a share.<ref>{{cite web|last1=I-Chun|first1=Chen|date=December 24, 2018|title=Mattel shares fall after losing DC Comics deal|url=https://www.bizjournals.com/losangeles/news/2018/12/24/mattel-shares-fall-after-losing-dc-comics-deal.html|website=LA Biz|access-date=January 9, 2019}}</ref>

Mattel reorganized Mattel Creations and renamed it '']'' on February 5, 2019, which would be headed by former ] programming executive Adam Bonnett.<ref name="vty2">{{cite news|last=Littleton|first=Cynthia|date=6 February 2019|title=Disney Channel Alum Adam Bonnett Joins Mattel Television|url=https://variety.com/2019/tv/news/mattel-television-adam-bonnett-disney-channel-1203129779/|url-status=live|archive-url=https://web.archive.org/web/20190327085911/https://variety.com/2019/tv/news/mattel-television-adam-bonnett-disney-channel-1203129779/|archive-date=27 March 2019|work=]|publisher=]|access-date=11 March 2019}}</ref> On June 30, 2020, Fred Soulie in turn was "role-tripled" to general manager and senior vice president of the new division.<ref>{{cite web|last=Zahn|first=Jamesdate=July 30, 2020|title=Exclusive: Fred Soulie named Senior Vice President, General Manager, Mattel Television|url=https://toybook.com/exclusive-fred-soulie-named-senior-vice-president-general-manager-mattel-television/|website=The Toy Book| date=July 29, 2020 |access-date=June 2, 2021}}</ref><ref>{{Cite web|date=30 July 2020|title=Mattel Television Names SVP and General Manager|url=https://www.licenseglobal.com/executive-moves/mattel-television-names-svp-and-general-manager|website=]|access-date=25 February 2022}}</ref>

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.<ref>{{Cite web|last=Salling|first=John|date=March 9, 2019|title=Barbie celebrates 60th anniversary|url=https://www.kfyrtv.com/content/news/Barbie-celebrates-60th-anniversary-506939761.html|website=]|access-date=October 27, 2022|language=en}}</ref><ref>{{Cite web|last=Harris|first=Shakkira |date=March 9, 2019|title=Mattel celebrates Barbie's 60th anniversary, Women's History Month with role model dolls|url=https://www.wxyz.com/lifestyle/mattel-celebrates-barbies-60th-anniversary-womens-history-month-with-role-model-dolls|website=] Action News ]|access-date=October 27, 2022|location=], ]}}</ref> 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.<ref>{{Cite web|last=Zhan|first=James|date=March 6, 2019|title=Mattel Kicks Off Barbie 60th Anniversary Celebration|url=https://toybook.com/mattel-kicks-off-barbie-60th-anniversary-celebration/|website=The Toy Book|access-date=October 27, 2022|language=en-US}}</ref>

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.<ref>{{Cite web|last=Stein|first=Scott|date=June 14, 2019|title=Hot Wheels ID adds Amiibo-style magic to its cars |url=https://www.cnet.com/tech/mobile/hot-wheels-id-are-the-nfc-equipped-nintendo-amiibo-of-toy-cars/|website=]|access-date=November 17, 2022|language=en}}</ref> On December 16, Mattel released an update that allowed kids to scan their cars into an app and then access different coding exercises.<ref>{{Cite web|last=Greene|first=Tristan|date=December 16, 2019|title=Review: Hot Wheels id makes the perfect STEM gift for kids with iPads|url=https://thenextweb.com/news/review-hot-wheels-id-makes-the-perfect-stem-gift-for-kids-with-ipads|website=TNW {{!}} Plugged|access-date=November 17, 2022|language=en}}</ref> 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.<ref>{{Cite web|last=Zahn|first=James|date=August 19, 2019|title='Masters of the Universe' Roars Back to Life with Netflix Series, Comics, Toys, More • The Toy Book |url=https://toybook.com/masters-of-the-universe-2020-relaunch/|website=The Toy Book|access-date=November 23, 2022|language=en-US}}</ref>

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.<ref>{{Cite web|last=Christensen|first=Matt|date=28 October 2021|title=Hot Wheels' New Monster Truck Toys Are Old-School Cool|url=https://www.fatherly.com/gear/hot-wheels-monster-truck-toys|website=]|access-date=October 26, 2022}}</ref> The company also released a line of gender-neutral dolls called the “Creatable World”<ref>{{Cite web|last=Aziz|first=Afdhel|date=September 25, 2019|title=The Power Of Purpose: Mattel Launches Creatable World To Celebrate Inclusive Play For All Kids|url=https://www.forbes.com/sites/afdhelaziz/2019/09/25/the-power-of-purpose-mattel-launches-creatable-world-to-celebrate-inclusive-play-for-all-kids/|website=]|access-date=October 6, 2022|language=en}}</ref> 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.<ref name=":5">{{Cite web|date=June 20, 2019|title=Mattel Announces Second Annual Global Day Of Play Across 30 Cities |url=https://sgbonline.com/mattel-announces-second-annual-global-day-of-play-across-30-cities/|website=SGBOnline|access-date=September 30, 2022|language=en}}</ref>

While formerly associated with content productions, as of 2020, Mattel Creations is now an e-commerce and content platform of Mattel, Inc.<ref name=":13" /><ref>{{Cite web |title=Mattel Creations Launches {{!}} License Global |url=https://www.licenseglobal.com/toys-games/mattel-creations-launches |access-date=2023-10-20 |website=www.licenseglobal.com}}</ref> 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.<ref>{{Cite web|last=Kolirin|first=Lianne|date=April 28, 2020|title=Prince Harry records special 'Thomas & Friends' episode|url=https://www.cnn.com/2020/04/28/entertainment/prince-harry-thomas-friends-scli-intl/index.html|website=]|access-date=December 8, 2022|language=en}}</ref> In the same month, the new Basquiat Barbie was introduced, featuring the work of the artist ].<ref>{{Cite web|last=Holmes|first=Helen|date=April 15, 2020|title=Somehow, This Basquiat Barbie Doll Actually Makes Sense|url=https://observer.com/2020/04/jean-michel-basquiat-barbie/|website=]|access-date=December 21, 2022|language=en-US}}</ref> 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 ].<ref>{{Cite web|last=Santoro|first=Alessia|date=April 5, 2020|title=Mattel's Online "Playroom" Offers Free Activities, Games, and Parent Resources |url=https://www.popsugar.com/node/47360307|website=]|access-date=January 5, 2023|language=en-US}}</ref>

] arranged to become the distributor of Mattel's music catalog on May 1, 2020.<ref>{{cite press release|date=1 May 2020|title=Mattel and Warner Music Group Announce Exclusive Global Distribution Partnership|url=https://corporate.mattel.com/news/mattel-and-warner-music-group-announce-exclusive-global-distribution-partnership|url-status=dead|archive-url=https://web.archive.org/web/20220206163019/https://corporate.mattel.com/news/mattel-and-warner-music-group-announce-exclusive-global-distribution-partnership|archive-date=6 February 2022|publisher=Mattel Corporate|access-date=4 January 2022}}</ref><ref>{{cite web|last=Forde|first=Eamonn|date=4 May 2020|title=Warner Music Group signs distribution partnership with Mattel |url=https://musically.com/2020/05/04/warner-music-group-signs-distribution-partnership-with-mattel/|website=Music Ally|access-date=2 February 2022}}</ref><ref>{{cite magazine|last=Millman|first=Ethan|date=1 May 2020|title=Warner Music's Newest Artists Are… Hot Wheels and Barbie|url=https://www.rollingstone.com/pro/news/warner-mattel-distribution-deal-993102/|magazine=]|access-date=5 February 2022}}</ref> 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 '']''’ birthday album first up<ref>{{cite news|date=May 1, 2020|title=Warner Music Strikes Distribution Deal With Mattel for 1,000 Songs From Barbie, Thomas & Friends, More|url=https://variety.com/2020/biz/news/barbie-thomas-mattel-warner-music-1234595294/|url-status=live|archive-url=https://web.archive.org/web/20200501151608/https://variety.com/2020/biz/news/barbie-thomas-mattel-warner-music-1234595294/|archive-date=May 1, 2020|work=]|publisher=]|access-date=May 1, 2020}}</ref> which was managed/handled by ] under the pseudonym label: "''Mattel–Arts Music.''"<ref>{{Cite web|last=Sozzi|first=Brian|date=November 6, 2020|title=Mattel CEO: Barbie, Hot Wheels, 'are resonating' with consumers during pandemic|url=https://ca.news.yahoo.com/mattel-ceo-barbie-hot-wheels-are-resonating-with-consumers-during-pandemic-151550927.html|access-date=January 31, 2023|website=]|language=en-CA}}</ref> Also in May 2020, Mattel announced an initiative known as "Play it Forward" which focuses on using Mattel brands to give back.<ref name="PIF">{{Cite web|last=Getler|first=Taylor|date=May 5, 2020 |title=Mattel's "Play it Forward" Initiative Shows the Value of Brand Adaptability|url=https://worksdesigngroup.com/mattels-play-it-forward-initiative-shows-the-value-of-brand-adaptability/|website=Works Design Group|access-date=14 December 2022|language=en-US}}</ref> 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.<ref name="PIF" /> 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.<ref>{{Cite web|last=Zahn|first=James|date=October 15, 2020|title=Mattel Celebrates 90 Years of Fisher-Price with a Virtual Toy Museum|url=https://toybook.com/mattel-celebrates-90-years-of-fisher-price-with-a-virtual-toy-museum/|website=The Toy Book|access-date=January 11, 2023|language=en-US}}</ref> Mattel Creations was also launched that month; it is an e-commerce and content platform.<ref name=":13">{{Cite web|last=Lidksy|first=David|date=October 9, 2020|title=Pay $150 for an artist's Magic 8-Ball? For the new Mattel Creations, 'it is certain.' |url=https://www.fastcompany.com/90561608/new-mattel-creations-artists-direct-to-consumer-site-barbie-hotwheels |website=Fast Company}}</ref> It features limited edition, curated items made with collaboration from pop-culture artists.<ref name=":13" /> The site's inaugural collection included the Artist Collaboration Collection, featuring brands Barbie, Masters of the Universe, Hot Wheels, and the Magic 8 Ball<ref name=":13" /> as well as artists Gianni Lee, Cristina Martinez, Travis Ragsdale, and Distortedd.<ref>{{Cite web|date=October 8, 2020|title=Mattel Creations Launches |url=https://www.licenseglobal.com/toys-games/mattel-creations-launches|website=]|access-date=January 26, 2023}}</ref>

On October 12, 2020, Mattel announced Season 25 of ''Thomas & Friends''<ref>{{cite press release|date=October 12, 2020|title=Mattel Television Greenlights 104 New 'Thomas & Friends' Television Episodes and 2 Specials|url=https://www.businesswire.com/news/home/20201011005058/en/Mattel-Television-Greenlights-104-New-%E2%80%9CThomas-Friends%C2%AE%E2%80%9D-Television-Episodes-and-2-Specials|publisher=Mattel|access-date=October 25, 2020|via=]}}</ref> but instead retooled launching a traditionally-animated take on it titled '']'', which began on September 13, 2021.<ref name="mattel2">{{Cite press release|date=February 5, 2021|title=Mattel Television Announces ''Thomas & Friends: All Engines Go'' and Unveils New Creative Approach to Thomas Content|url=https://corporate.mattel.com/news/mattel-television-announces-thomas-friends-all-engines-goand-unveils-new-creative-approach-to-thomas-content|publisher=Mattel|access-date=June 19, 2023}}</ref> That ended the show at 24 series/seasons over 37 years.

On November 20, 2021, Mattel launched a ] (NFTs) marketplace to allow fans purchase digital collectibles for its flagship brands; Barbie and Hot Wheels.<ref>{{Cite web|last=Whitten|first=Sarah|date=February 18, 2022|title=Mattel looks to movies, digital gaming and NFTs for its next leg of growth|url=https://www.cnbc.com/2022/02/18/mattel-unveils-its-strategy-for-its-next-leg-of-growth.html|website=]|access-date=May 2, 2023}}</ref><ref>{{Cite web|last=Kulp|first=Patrick|date=November 21, 2022|title=Mattel Debuts New NFT Marketplace to Turn Toys Into Digital Collectibles|url=https://www.adweek.com/commerce/mattel-debuts-new-nft-marketplace-to-turn-toys-into-digital-collectibles/|website=]|access-date=May 19, 2023}}</ref><ref>{{Cite web|last=Singh|first=Pia|date=June 17, 2021|title=Mattel announces Hot Wheels digital collectibles, joining NFT art boom|url=https://www.cnbc.com/2021/06/17/mattel-reportedly-jumps-on-nft-hype-with-hot-wheels-digital-collectibles.html|website=]|access-date=May 19, 2023}}</ref>

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.<ref name="Totz0">{{cite press release|date=5 April 2022|title=Mattel Promotes Steve Totzke to President and Chief Commercial Officer|publisher=Mattel|url=https://investors.mattel.com/news-releases/news-release-details/mattel-promotes-steve-totzke-president-and-chief-commercial|access-date=1 June 2022|archive-date=July 19, 2022|archive-url=https://web.archive.org/web/20220719201748/https://investors.mattel.com/news-releases/news-release-details/mattel-promotes-steve-totzke-president-and-chief-commercial|url-status=dead}}</ref><ref name="Totz1">{{cite web|date=5 April 2022|title=Mattel Promotes Steve Totzke to President and Chief Commercial Officer|url=https://www.licenseglobal.com/toys-games/mattel-promotes-steve-totzke-president-and-chief-commercial-officer|work=License Global|publisher=]|access-date=1 June 2022}}</ref><ref name="Totz2">{{cite web|date=5 April 2022|title=Mattel Promotes Steve Totzke to President and Chief Commercial Officer|website=Licensing International|url=https://licensinginternational.org/news/61228/|access-date=1 June 2022}}</ref><ref name="Totz3">{{cite web|date=5 April 2022|title=Mattel Promotes Steve Totzke to President and Chief Commercial Officer|website=]|url=https://www.businesswire.com/news/home/20220405005545/en/|access-date=1 June 2022}}</ref><ref name="Totz4">{{cite web|date=7 April 2022|title=Pepperdine Graziadio Alumnus Steve Totzke Named Mattel's President and Chief Commercial Officer {{!}} Newsroom|url=https://bschool.pepperdine.edu/newsroom/articles/pepperdine-graziadio-alumnus-steve-totzke-named-mattels-president-and-chief.htm|work=Graziadio Business School|publisher=]|access-date=1 June 2022}}</ref>

In 2024, Mattel expanded its Barbie line to include dolls representing individuals with Down syndrome and vision impairments. This initiative is part of Mattel's ongoing efforts to promote diversity and inclusivity, allowing children to see themselves reflected in their toys.<ref>{{Cite web |last=Roppolo |first=Michael |date=2024-07-24 |title=Mattel introduces its first blind Barbie, new Barbie with Down syndrome - CBS News |url=https://www.cbsnews.com/news/barbie-down-syndrome-blind-barbie/ |access-date=2024-09-04 |website=www.cbsnews.com |language=en-US}}</ref>

In November 2024, it was discovered on ] (formerly Twitter) that a brand of '']'' themed dolls produced by the company inadvertently linked to an adult website related to Wicked ''Pictures'', using their link instead of the similar link for the Wicked movie.<ref>{{Cite web |last=Burton |first=Poppy |date=2024-11-10 |title=Mattel mistakenly lists adult film site on 'Wicked' dolls packaging |url=https://www.nme.com/news/film/mattel-mistakenly-lists-adult-film-site-on-wicked-dolls-packaging-3811281 |access-date=2024-11-10 |website=NME |language=en-GB}}</ref><ref>{{Cite web|url=https://www.indiewire.com/news/breaking-news/wicked-toys-mistakenly-links-to-porn-website-1235064198/|title=‘Wicked’ Toys Packaging Mistakenly Links to Porn Website: Where Was the Copy Editor?|first=Harrison|last=Richlin|work=Indiewire|date=November 10, 2024}}</ref> Earlier the same year, a song from the movie that was kept under wraps up until that point (Ariana Grande's version of Popular) was leaked via Mattel produced singing dolls, causing minor backlash.<ref>{{Cite web |last=Delgado |first=Sara |date=2024-08-02 |title=Mattel Leaked Ariana Grande's Version of 'Popular' from 'Wicked' |url=https://www.teenvogue.com/story/wicked-ariana-grande-popular-song-mattel-leak |access-date=2024-11-10 |website=Teen Vogue |language=en-US}}</ref><ref>{{Cite web |last=Hadge |first=Mike |date=2024-08-01 |title='It's so good': First listen of Ariana Grande's 'Popular' in ‘Wicked’ comes via Mattel dolls |url=https://www.dailydot.com/pop-culture/ariana-grande-popular-song-wicked-mattel-dolls/ |access-date=2024-11-10 |website=The Daily Dot |language=en-US}}</ref> Mattel apologized for the error, and asked parents who had bought products with the incorrect website to destroy the packaging.<ref>{{Cite web |title=Mattel apologizes after mistakenly printing porn site on 'Wicked' movie dolls packaging |url=https://www.cnn.com/2024/11/11/business/wicked-movie-dolls-packaging-intl-hnk/index.html |website=CNN |date=2024-11-11 |access-date=2024-11-11 |language=en |first=Kathleen |last=Magramo |quote=Mattel has apologized after mistakenly printing the web address of a pornographic site on the packaging of its newly launched "Wicked" dolls.}}</ref>

==Media and entertainment ventures==
{{main|Mattel Films|Mattel Television}}

Mattel has a long history of media engagement since its foundation with the ] 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 ] to form a joint venture film production company, "''Radnitz/Mattel Productions''".<ref name="lat" /> ] and its lead character ] had ] which released between 1983 and 1985 and was followed by ] in 1987.<ref>{{cite news|last1=Fleming|first1=Mike Jr.|title=Jon M. Chu In 'Masters Of The Universe' Talks|url=https://deadline.com/2012/07/jon-m-chu-in-masters-of-the-universe-talks-310080/|access-date=December 20, 2016|work=]|publisher=]|date=July 30, 2012|archive-url=https://web.archive.org/web/20161225184913/http://deadline.com/2012/07/jon-m-chu-in-masters-of-the-universe-talks-310080/|archive-date=December 25, 2016|url-status=live}}</ref> In 1986, Mattel launched a television syndication unit; ''MTS Entertainment'', headed by John M. Weens, to distribute the '']'' syndicated ].<ref>{{Cite news|date=10 November 1986|title=Syndication Marketplace|work=]|publisher=World Radio History|url=https://worldradiohistory.com/hd2/IDX-Business/Magazines/Archive-BC-IDX/86-OCR/BC-1986-11-10-OCR-Page-0075.pdf|access-date=17 October 2021}}</ref>

'']'', with Mattel's flagship ''Barbie'' brand, launched in 2002 and wasted little time in invoking a film franchise of DVD-exclusive/direct-to-DVD 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 ] and its acquired and merged companies in ] and ], Mattel's flagship ] brand was adapted into ] of successful animated ] films, which moved to ] 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.<ref>{{cite web|first=Alexandra|last=Whyte|title=NCircle & Mill Creek pick up Mattel rights|url=https://kidscreen.com/2021/08/31/ncircle-mill-creek-pick-up-mattel-rights/|website=]|access-date=7 November 2021}}</ref><ref>{{cite web|date=31 August 2021|first=Erik|last=Gruenwedel|title=Mattel Inks Disc, Digital Distribution Deals With NCircle and Mill Creek Entertainment|url=https://www.mediaplaynews.com/mattel-inks-disc-digital-distribution-deals-with-ncircle-and-mill-creek-entertainment/|website=Media Play News|access-date=7 November 2021}}</ref><ref>{{cite web|date=31 August 2021|title=NCircle, Mill Creek Entertainment Announce Agreement with Mattel|url=https://www.licenseglobal.com/toys-games/ncircle-mill-creek-entertainment-announce-agreement-mattel|access-date=7 November 2021|website=]}}</ref><ref>{{cite web|title=NCircle and Mill Creek Entertainment Announce Multi-Year Physical and Digital Distribution Agreement with Mattel|url=https://www.millcreekent.com/blogs/news/ncircle-and-mill-creek-entertainment-announce-multi-year-physical-and-digital-distribution-agreement-with-mattel|access-date=7 November 2021|website=Mill Creek Entertainment}}</ref><ref>{{cite web |last=Zahn |first=James |date=31 August 2021 |title=Mattel Inks Physical Distribution Deal for Barbie, Thomas & Friends, Masters of the Universe Animated Content • The Toy Book |url=https://toybook.com/mattel-inks-physical-distribution-deal-for-barbie-thomas-friends-masters-of-the-universe/ |access-date=7 November 2021 |website=The Toy Book}}</ref> ] followed Barbie just months after its launch in 2010<ref name="vty1">{{cite news|last1=Graser|first1=Marc|title=Mattel to Create Original Entertainment Through Playground Productions Banner|url=https://variety.com/2013/biz/news/mattel-to-create-original-entertainment-through-playground-productions-banner-exclusive-1200727243/|access-date=6 June 2016|publisher=]|date=15 October 2013|archive-url=https://web.archive.org/web/20160613071552/http://variety.com/2013/biz/news/mattel-to-create-original-entertainment-through-playground-productions-banner-exclusive-1200727243/|archive-date=June 13, 2016|url-status=live}}</ref> and many “]” films were made.<ref name="vty1" />

Mattel agreed to purchase ] without the stake in ] (formerly ''PBS Kids Sprout'' and now ''Universal Kids'') from ] on 25 October 2011, for $680 million,<ref name="wsj" /> which closed on 1 February 2012,<ref name="MatHIT" /> making it part of its Fisher-Price division. HIT Entertainment was absorbed into Mattel Creations (now ''Mattel Television'') in 2016 with its ] (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, ] (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.<ref name="PGPL" /><ref name="vty" /><ref name="vty1" />

Mattel formed a division named ''Mattel Creations'' on March 30, 2016, to absorb Mattel Playground Productions, HIT Entertainment and the ] content creation team in ] and centralize its multimedia content output.<ref name="dl" /> Mattel Playground Productions was revived as ] on September 6, 2018, and it solely bases its films on its brands as opposed to its predecessor.<ref name="MatF">{{Cite news|last=Ng|first=David|date=7 September 2018 |title=Mattel creates new film division to turn toys into movies|url=https://www.latimes.com/business/hollywood/la-fi-ct-mattel-film-division-20180906-story.html|url-status=live|archive-url=https://web.archive.org/web/20180907022414/http://www.latimes.com/business/hollywood/la-fi-ct-mattel-film-division-20180906-story.html|archive-date=7 September 2018|newspaper=]|access-date=7 September 2018}}</ref><ref>{{cite web|last=Thompson|first=Luke Y.|date=September 7, 2018|title=Why Mattel's Latest Movie Studio Announcement Doesn't Impress|url=https://www.forbes.com/sites/lukethompson/2018/09/07/why-mattels-latest-movie-studio-announcement-doesnt-impress/|url-status=live|archive-url=https://web.archive.org/web/20190110014109/https://www.forbes.com/sites/lukethompson/2018/09/07/why-mattels-latest-movie-studio-announcement-doesnt-impress/|archive-date=January 10, 2019|website=]|access-date=January 9, 2019}}</ref> The 2023 movie '']'' was the first movie released by Mattel Films. Mattel reorganized Mattel Creations renaming it to ] on 5 February 2019, hiring former ] programming executive Adam Bonnett as its head.

Mattel announced it started construction on the Mattel Adventure Park, slated to open in 2024 in Glendale, 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.<ref>{{Cite web |title=Coming to Mattel Adventure Park in Glendale: Hot Wheels roller coasters, Barbie Beach House |url=https://www.azcentral.com/story/travel/arizona/2023/08/07/mattel-adventure-park-glendale-arizona-latest-update/70531487007/ |access-date=2023-10-05 |website=The Arizona Republic |language=en-US}}</ref>

Mattel announced a new game called ''Pictionary Vs. AI'' in September 2023. It is a version of its visual guessing game where an AI model does all the guessing. A smartphone is used as the medium. Players draw cards that assign a given word, then draw whatever that word is before letting AI guess what they've drawn.<ref>{{Cite web |last=Davis |first=Wes |date=2023-09-26 |title=Mattel's Pictionary Vs. AI leaves the guesswork to the bots |url=https://www.theverge.com/2023/9/26/23889925/mattel-pictionary-vs-ai-board-game-google-quick-draw |access-date=2023-11-07 |website=The Verge |language=en}}</ref>

== Mattel Digital Gaming ==
Mattel has expanded its presence in digital gaming, including video games, mobile games, NFTs, and Web3.<ref name=":0">{{Cite web |date=2022-07-21 |title=Mattel names Scopely exec as global head of digital gaming |url=https://venturebeat.com/games/mattel-names-scopely-exec-as-global-head-of-digital-gaming/ |access-date=2023-06-23 |website=VentureBeat |language=en-US}}</ref><ref>{{Cite web |last=Whitten |first=Sarah |date=2022-02-18 |title=Mattel looks to movies, digital gaming and NFTs for its next leg of growth |url=https://www.cnbc.com/2022/02/18/mattel-unveils-its-strategy-for-its-next-leg-of-growth.html |access-date=2023-06-23 |website=CNBC |language=en}}</ref>

In 2017, Mattel and tech startup Osmo launched ''MindRacer'', a Hot Wheels racing game for the ].<ref>{{Cite web |last=Heater |first=Brian |date=2017-09-28 |title=Mattel's MindRacers set brings Hot Wheels to life on the iPad |url=https://techcrunch.com/2017/09/28/mattels-mindracers-set-brings-hot-wheels-to-life-on-the-ipad/ |access-date=2023-06-23 |website=TechCrunch |language=en-US}}</ref><ref>{{Cite web |date=2017-09-28 |title=Osmo combines iPad app and toy cars with Hot Wheels MindRacers game |url=https://venturebeat.com/games/osmo-combines-ipad-app-and-toy-cars-with-hot-wheels-mindracers-game/ |access-date=2023-06-23 |website=VentureBeat |language=en-US}}</ref>

The first game to be released, ''UNO!'', originally launched for ] and was later available for ] and ].<ref>{{Cite web |last=Handrahan |first=Matthew |date=2018-01-30 |title=NetEase and Mattel launch new game studio |url=https://www.gamesindustry.biz/netease-and-mattel-launch-new-game-studio |access-date=2023-06-23 |website=GamesIndustry.biz |language=en}}</ref><ref>{{Cite web |title=Mattel doubles down on Uno with a new card game called Dos |url=https://www.jacksonville.com/story/news/2018/02/13/mattel-doubles-down-on-uno-with-new-card-game-called-dos/14809367007/ |access-date=2023-06-23 |website=The Florida Times-Union |language=en-US}}</ref>

Other mobile and video games include:
* ''Phase 10: World Tour'' (2019)<ref>{{Cite web |last=Hargrave |first=Christian |title=Phase10 now available |url=https://appdevelopermagazine.com/Phase10-now-available/ |access-date=2023-06-23 |website=App Developer Magazine |language=en-US}}</ref>
* ''Hot Wheels Infinite Loop'' (2019)<ref>{{Cite web |date=2019-11-21 |title=Relive Your Childhood With Hot Wheels Infinite Loop |url=https://www.thegamer.com/relive-childhood-hot-wheels-infinite-loop/ |access-date=2023-06-23 |website=TheGamer |language=en}}</ref><ref>{{Cite web |last=Mayhew |first=Ash |date=2019-11-19 |title=Hot Wheels Infinite Loop is Out Right Now on Android |url=https://www.droidgamers.com/news/game-news/hot-wheels-infinite-loop-is-out-right-now-on-android/ |access-date=2023-06-23 |website=Droid Gamers |language=en-GB}}</ref>
* ''Hot Wheels Open World'' (2020)<ref>{{Cite web |last=Gregson-Wood |first=Stephen |date=2020-11-20 |title=Hot Wheels Open World is a racing game heading for iOS and Android soon through Roblox |url=https://www.pocketgamer.com/hot-wheels-open-world/hot-wheels-open-world-is-a-racing-game-heading-for-ios-and-android-soon-through-/ |access-date=2023-06-23 |website=www.pocketgamer.com |language=en}}</ref>
* ''Skip-Bo'' (2021)<ref name=":0" />
* '']'' (2021)<ref>{{Cite web |title=Hot Wheels Unleashed Is What You Imagined Hot Wheels Were As A Kid |url=https://www.gamespot.com/articles/hot-wheels-unleashed-is-what-you-imagined-hot-wheels-were-as-a-kid/1100-6489990/ |access-date=2023-06-23 |website=GameSpot |language=en-US}}</ref><ref>{{Cite web |title=New Hot Wheels Unleashed Racing Game Launches This September From MotoGP Devs |url=https://www.gamespot.com/articles/new-hot-wheels-unleashed-racing-game-launches-this-september-from-motogp-devs/1100-6488035/ |access-date=2023-06-23 |website=GameSpot |language=en-US}}</ref>
* ''He-Man and the Masters of the Universe: You have the Power'' (2022)<ref>{{Cite web |date=2022-04-26 |title=Mattel launches He-Man game on Roblox |url=https://venturebeat.com/games/mattel-launches-he-man-game-on-roblox/ |access-date=2023-06-23 |website=VentureBeat |language=en-US}}</ref>

=== Hot Wheels ===
In September 2021, Mattel and Milestone released ''Hot Wheels Unleashed'' on PC, PS4, PS5, Xbox One, Xbox Series X|S, and Nintendo Switch.<ref>{{Cite web |title=Hot Wheels Unleashed Is What You Imagined Hot Wheels Were As A Kid |url=https://www.gamespot.com/articles/hot-wheels-unleashed-is-what-you-imagined-hot-wheels-were-as-a-kid/1100-6489990/ |access-date=2023-08-16 |website=GameSpot |language=en-US}}</ref> 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.<ref>{{Cite web |title=New Hot Wheels Unleashed Racing Game Launches This September From MotoGP Devs |url=https://www.gamespot.com/articles/new-hot-wheels-unleashed-racing-game-launches-this-september-from-motogp-devs/1100-6488035/ |access-date=2023-08-16 |website=GameSpot |language=en-US}}</ref> 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.<ref>{{Cite web |last=rawmeatcowboy |date=2022-12-15 |title=Winning Design of the Hot Wheels Unleashed Design Battle Will be Available as a Real Toy |url=https://gonintendo.com/contents/13847-winning-design-of-the-hot-wheels-unleashed-design-battle-will-be-available-as-a-real |access-date=2023-08-16 |website=GoNintendo |language=en}}</ref><ref>{{Cite web |title='Hot Wheels Unleashed' Design Battle Contest Winner Becomes Real Toy |url=http://worthplaying.com/article/2022/12/15/news/135181-hot-wheels-unleashed-design-battle-contest-winner-becomes-real-toy/ |access-date=2023-09-07 |website=WorthPlaying |language=en}}</ref> 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.<ref>{{Cite web |date=2022-03-18 |title=The Hot Wheels Unleashed Design Battle Crosses the Finish Line |url=https://www.impulsegamer.com/the-hot-wheels-unleashed-design-battle-crosses-the-finish-line/ |access-date=2023-08-23 |website=www.impulsegamer.com |language=en-US}}</ref><ref>{{Cite web |last=Pelletier |first=Ashley |date=2022-12-19 |title=Hot Wheels Design Battle Winner Hits Shelves |url=https://toybook.com/hot-wheels-design-battle-winner-die-cast/ |access-date=2023-08-30 |website=The Toy Book |language=en-US}}</ref>

In June 2022, Hot Wheels partnered with the Forza Horizon 5 video game to reveal a Hot Wheels expansion pack in-game.<ref>{{Cite web |title=MSN |url=https://www.msn.com/ |access-date=2023-08-30 |website=www.msn.com}}</ref><ref>{{Cite web |last=Nichols |first=Derek |date=2022-06-12 |title=Forza Horizon 5 Officially Reveals Hot Wheels Expansion |url=https://gamerant.com/forza-horizon-5-officially-reveals-hot-wheels-expansion/ |access-date=2023-09-07 |website=Game Rant |language=en}}</ref>

=== He-Man and the Masters of the Universe ===
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.<ref name=":1">{{Cite web |date=2022-04-26 |title=Mattel launches He-Man game on Roblox |url=https://venturebeat.com/games/mattel-launches-he-man-game-on-roblox/ |access-date=2023-07-14 |website=VentureBeat |language=en-US}}</ref><ref name=":2">{{Cite web |last=Irorita |first=Franz Christian |date=2022-04-27 |title=He-Man goes Roblox to promote Season 2 of He-Man Reboot Series |url=https://clutchpoints.com/he-man-roblox-season-2-reboot-series |access-date=2023-07-21 |website=ClutchPoints |language=en}}</ref> 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.<ref name=":1" /><ref>{{Cite web |date=2022-04-26 |title=Roblox Launches He-Man and the Masters of the Universe RPG With Netflix |url=https://screenrant.com/roblox-he-man-masters-universe-rpg-netflix/ |access-date=2023-07-14 |website=ScreenRant |language=en}}</ref><ref name=":2" /><ref>{{Cite web |date=2022-04-27 |title=Hey! What's going on? Skeletor returns in the He-Man Roblox crossover |url=https://www.pockettactics.com/he-man-roblox |access-date=2023-09-07 |website=Pocket Tactics |language=en-US}}</ref> In December 2022, Mattel made three ''Masters of the Universe'' characters available for purchase on Rec Room, a virtual reality multiplayer online game.<ref>{{Cite web |date=2022-12-13 |title=Rec Room has the power with new He-Man and Skeletor avatars |url=https://venturebeat.com/games/rec-room-has-the-power-with-new-he-man-and-skeletor-avatars/ |access-date=2023-07-14 |website=VentureBeat |language=en-US}}</ref><ref>{{Cite web |last=Gregson-Wood |first=Stephen |date=2022-12-13 |title=Rec Room teams up with Mattel for a Masters of the Universe collaboration |url=https://www.pocketgamer.com/rec-room/masters-of-the-universe-collaboration/ |access-date=2023-09-13 |website=www.pocketgamer.com |language=en}}</ref> 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.<ref>{{Cite web |title=MSN |url=https://www.msn.com/ |access-date=2023-07-21 |website=www.msn.com}}</ref><ref name="auto">{{Cite web |title=MSN |url=https://www.msn.com/ |access-date=2023-07-25 |website=www.msn.com}}</ref><ref>{{Cite web |date=2022-11-04 |title=Fall Guys: The Power Of Beanskull Event Guide |url=https://www.thegamer.com/fall-guys-power-of-beanskull-event-guide/ |access-date=2023-07-25 |website=TheGamer |language=en}}</ref><ref>{{Cite web |date=2022-07-18 |title=Fall Guys is adding Netflix's Masters of the Universe to the game |url=https://www.pcgamesn.com/fall-guys-ultimate-knockout/masters-of-the-universe-crossover-he-man |access-date=2023-09-13 |website=PCGamesN |language=en-US}}</ref> Mattel and video game developer ] later released Masters of the Universe figurines in the style of ''Fall Guys.''<ref>{{Cite web |date=2022-07-19 |title=Mattel and Mediatonic Come Together for 'Masters of the Universe' x 'Fall Guys' Figures |url=https://hypebeast.com/2022/7/mattel-mediatonic-masters-of-the-universe-fall-guys-figures-collaboration |access-date=2023-07-25 |website=Hypebeast}}</ref><ref>{{Cite web |last=rawmeatcowboy |date=2022-07-18 |title=Mattel Reveals He-Man: Masters Of The Universe and Fall Guys Mash-Up |url=https://gonintendo.com/contents/6563-mattel-reveals-he-man-masters-of-the-universe-and-fall-guys-mash-up |access-date=2023-07-25 |website=GoNintendo |language=en}}</ref><ref>{{Cite web |last=rawmeatcowboy |date=2022-07-18 |title=Mattel Reveals He-Man: Masters Of The Universe and Fall Guys Mash-Up |url=https://gonintendo.com/contents/6563-mattel-reveals-he-man-masters-of-the-universe-and-fall-guys-mash-up |access-date=2023-09-20 |website=GoNintendo |language=en}}</ref>

=== Minecraft ===
In January 2023, Mattel, ], and Cyclone Designs released the ''Minecraft Creator Series Camp Enderwood'' DLC map, in addition to the new ''Minecraft'' toy line released the previous year.<ref name="auto"/><ref>{{Cite web |date=2023-01-31 |title=Mattel and Minecraft release Camp Enderwood toys and DLC map |url=https://venturebeat.com/games/mattel-and-minecraft-release-camp-enderwood-toys-and-dlc-map/ |access-date=2023-07-27 |website=VentureBeat |language=en-US}}</ref><ref>{{Cite web |title=Minecraft fans, today's brand-new release brings the game to the next level! |url=https://www.usatoday.com/story/money/reviewed/2023/01/31/new-minecraft-dlc-camp-enderwood-here/11153685002/ |access-date=2023-07-27 |website=USA TODAY |language=en-US}}</ref><ref>{{Cite web |title=Minecraft And Mattel Launch Minecraft Map Ahead Of New Toy Line |url=https://www.gamespot.com/articles/minecraft-and-mattel-launch-minecraft-map-ahead-of-new-toy-line/1100-6510997/?ftag=CAD-01-10abi2f |access-date=2023-09-20 |website=GameSpot |language=en-US}}</ref> In ''Camp Enderwood'', a free download from the Minecraft Marketplace, players engage in a summer camp experience with activities like fishing and hiking.<ref>{{Cite web |title=Minecraft And Mattel Launch Minecraft Map Ahead Of New Toy Line |url=https://www.gamespot.com/articles/minecraft-and-mattel-launch-minecraft-map-ahead-of-new-toy-line/1100-6510997/?ftag=CAD-01-10abi2f |access-date=2023-07-27 |website=GameSpot |language=en-US}}</ref><ref>{{Cite web |last=Switzer |first=Eric |date=2023-01-31 |title=Minecraft's New DLC Camp Enderwood Is A Toy Ad First, Video Game Second |url=https://www.thegamer.com/minecraft-camp-enderwood-creator-series-preview/ |access-date=2023-09-07 |website=TheGamer |language=en}}</ref>

=== Barbie and Polly Pocket ===
In September 2022, Mattel's Barbie and Polly Pocket characters became available on Roblox's ''Livetopia'', an open-ended, role play-style game.<ref>{{Cite web |date=2022-09-15 |title=Barbie & Polly Pocket Are Coming To Roblox |url=https://screenrant.com/roblox-barbie-polly-pocket-livetopia-crossover-mattel/ |access-date=2023-08-09 |website=ScreenRant |language=en}}</ref><ref name=":3" /><ref name=":4">{{Cite web |date=2023-08-09 |title=Roblox welcome Barbie and Polly Pocket – Game News 24 |url=https://game-news24.com/2022/09/15/roblox-welcome-barbie-and-polly-pocket/ |access-date=2023-08-09 |language=en-US}}</ref> Players also had the chance to explore Barbie's Dreamhouse, in honor of the toy's 60th anniversary.<ref>{{Cite web |last=McClure |first=Deven |date=2022-09-15 |title=Barbie & Polly Pocket Are Coming To Roblox |url=https://screenrant.com/roblox-barbie-polly-pocket-livetopia-crossover-mattel/ |access-date=2023-10-20 |website=ScreenRant |language=en}}</ref><ref name=":3">{{Cite web |last=Dellosa |first=Catherine |date=2022-09-19 |title=Roblox welcomes Barbie and Polly Pocket into Livetopia this month |url=https://www.pocketgamer.com/roblox/polly-pocket/ |access-date=2023-08-09 |website=www.pocketgamer.com |language=en}}</ref><ref name=":4" /> It was announced that a Barbie-themed game called Barbie DreamHouse Tycoon will be coming to Roblox. Players can customize their characters and houses, and they can play career-themed games.<ref>{{Cite web |last=Lockhart |first=Cameron |date=2023-10-03 |title=Barbie Is Officially Coming to Roblox |url=https://gamerant.com/roblox-barbie-game/ |access-date=2023-11-01 |website=Game Rant |language=en}}</ref>

==See also==
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==References== ==References==
{{Reflist|30em}}
{{Reflist|colwidth=30em}}52. Kettelkamp, Sean; Chatty Cathy and Her Talking Friends, Schiffer Publishing (1998)


== Further reading ==
==External links==
* {{cite book |last1=Kettelkamp |first1=Sean |title=] and Her Talking Friends: An Unauthorized Guide for Collectors |date=December 1997 |publisher=] |isbn=978-0-88740-954-7 |language=en}}
*
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* Pictures of many toys at Figure-archive.net
* - The place to discuss anything about the Matchbox brand from inception in 1953 to today
* - A comprehensive catalogue of all Matchbox diecast


==External links==
{{Superhero toy lines}}
{{sister project links|d=Q596139|c=Category:Mattel|n=no|b=no|v=no|voy=no|m=no|mw=no|species=no|q=no|s=no|wikt=no}}
* {{Official website}}
<!-- Per ], choose one official website only -->
{{Finance links
| name = Mattel
| symbol = MAT
| sec_cik = 63276
| yahoo = MAT
| google = MAT
}}
{{Mattel}} {{Mattel}}
{{Superhero toy lines}}{{Tabletop game industry}}{{Portal bar|Greater Los Angeles|Companies|Toys}}
{{NASDAQ-100}}
{{S&P 400 companies}}
{{Authority control}}


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Latest revision as of 05:30, 12 January 2025

American multinational toy manufacturing and entertainment company For other uses, see Mattel (disambiguation).

Mattel, Inc.
Logo used since 2019
Company typePublic
Traded as
IndustryToys and entertainment
FoundedJanuary 1945; 80 years ago (1945-01), in Los Angeles, California, U.S.
Founders
HeadquartersEl Segundo, California, U.S.
Area servedWorldwide
Key people
Products
Brands
RevenueIncrease US$5.44 billion (2023)
Operating incomeDecrease US$562 million (2023)
Net incomeDecrease US$214 million (2023)
Total assetsIncrease US$6.44 billion (2023)
Total equityIncrease US$2.15 billion (2023)
Number of employeesc. 33,000 (December 2023)
Divisions
Subsidiaries
Websitemattel.com
Footnotes / references

Mattel, Inc. (/məˈtɛl/ mə-TEL) is an American multinational toy manufacturing and entertainment company headquartered in El Segundo, California. Mattel has a presence in 35 countries and territories; its products are sold in more than 150 countries. Mattel was founded in Los Angeles by Harold Matson and the husband-and-wife duo of Ruth and Elliot Handler in January 1945.

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

History

Origins and early years

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. 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, could not fit Ruth's name into that of their company. 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 Ruth Handler taking over his stake. In 1947, the company had its first successful toy, a ukulele called "Uke-A-Doodle".

The company was incorporated in Hawthorne, California in 1948. In 1950, the Magic 8 Ball, currently owned by Mattel themselves, was invented by Albert C. Carter and Abe Bookman. Mattel started advertising on television when it became the first sponsor of the Mickey Mouse Club TV series. The Fisher-Price Corn Popper, and the Xylophone was released in 1957. Mattel would ultimately acquire Fisher-Price on August 20, 1993. The Barbie doll debuted on March 9, 1959, going on to become the company's best-selling toy in history. 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. In 1961, Mattel introduced the Ken doll. 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.

The Barbie Dreamhouse made with cardboard and paper made its debut in 1962, when also the Astronaut Barbie, the first of many space-themed iterations of the doll, was introduced. 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. Barbie traveled to the Moon four years before Neil Armstrong and Buzz Aldrin. 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.

Logo used from 1969 to 2019

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

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

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

Acquisitions Year
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
International Games 1992
Fisher-Price, Inc. 1993
Tyco Toys, Inc. 1997
Pleasant Company 1998
Bluebird Toys (original home of Polly Pocket) 1998
The Learning Company (formerly SoftKey) 1999–2001
Radica Games 2006
HIT Entertainment 2012
Mega Brands 2014
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. Mattel sold the circus corporation by December 1973 although it was profitable; Mattel showed a $29.9 million loss in 1972.

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.

Post-Handlers

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

Logo of Mattel Electronics (1977–1984)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. Mattel Electronics forced Mattel to take a $394 million loss the following and almost filed for bankruptcy.

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

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), which will eventually include iterations of Barbie from more than 40 countries.

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.

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

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

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.

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. Mattel also negotiated the exclusive rights to sell dolls, stuffed characters and preschool toys based on Disney characters. 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.

Headquarters in El Segundo, California, in 2012Headquarters in El Segundo, California, in 2012

In 1991, Mattel moved its headquarters from Hawthorne to its current El Segundo site, in Los Angeles County.

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

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.

Mattel entered the gaming business in 1992 with the purchase of International Games, creators of UNO and Skip-Bo. 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) 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.

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

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

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.

Mattel earned the first grant for the Disney Princess doll license in 2000. 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.

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

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

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.

In 2002, the company 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. On August 14, 2007, Mattel recalled over 18 million products, with Louise Story of The New York Times in close coverage. Many of the products had surface coatings that contained more than the U.S. legal limit of .06% lead by weight. 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. 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. In 2009, Mattel paid a $2.3 million fine to the Consumer Products Safety Commission for marketing, importing and selling non-compliant toys. Mattel was noted for its crisis response by several newspaper publications, including PRWeek, the Los Angeles Times, Fortune and Business Management.

On September 13, 2009, Mattel's ticker symbol moved from the NYSE to the NASDAQ Global Select Market (NASDAQ-GS large cap).

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. 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 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. The 332 feet jump broke the previous 301 feet record set in 2009.

On January 5, 2009, HIT Entertainment named Mattel's Fisher-Price division as its global master toy licensee for its Thomas & Friends franchise (outside of Japan), replacing RC2 Corporation's Learning Curve brand in the North American market as well as the HIT Toy Company for the TrackMaster range. 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, and be managed under Mattel's Fisher-Price unit. In 2012, Mattel introduced a doll, Ella, to the Barbie line. The doll is bald and was distributed directly through hospitals to children experiencing hair loss due to cancer and other diseases. 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.

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.

On February 28, 2014, Mattel acquired Mega Brands On April 16, 2015, Mattel announced a partnership with invention platform Quirky to crowd-source a number of products.

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. Mattel again became the licensed doll maker, instead of Hasbro, in January 2022 and the characters of Frozen were part of the line. The latest collection of dolls was available for purchase in January 2023.

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

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. 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. 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.

Hasbro's failed takeover and Mattel163: 2017–2018

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

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. 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.

Company reorganization and production partnership increments: 2018–present

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. Two months later, the company laid off 2,200 employees partially due to the liquidation of Toys "R" Us in the U.S. 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.

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, 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. Hot Wheels celebrated its 50th anniversary the same year by recreating and selling as a set the original 16 Hot Wheels die-cast cars. 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.

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.

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. On June 30, 2020, Fred Soulie in turn was "role-tripled" to general manager and senior vice president of the new division.

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. 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.

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. On December 16, Mattel released an update that allowed kids to scan their cars into an app and then access different coding exercises. 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.

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. The company also released a line of gender-neutral dolls called the “Creatable World” 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.

While formerly associated with content productions, as of 2020, Mattel Creations is now an e-commerce and content platform of Mattel, Inc. 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. In the same month, the new Basquiat Barbie was introduced, featuring the work of the artist Jean-Michel Basquiat. 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.

Warner Music Group's Arts Music division arranged to become the distributor of Mattel's music catalog on May 1, 2020. 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 which was managed/handled by ADA Worldwide under the pseudonym label: "Mattel–Arts Music." Also in May 2020, Mattel announced an initiative known as "Play it Forward" which focuses on using Mattel brands to give back. 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. 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. Mattel Creations was also launched that month; it is an e-commerce and content platform. It features limited edition, curated items made with collaboration from pop-culture artists. The site's inaugural collection included the Artist Collaboration Collection, featuring brands Barbie, Masters of the Universe, Hot Wheels, and the Magic 8 Ball as well as artists Gianni Lee, Cristina Martinez, Travis Ragsdale, and Distortedd.

On October 12, 2020, Mattel announced Season 25 of Thomas & Friends but instead retooled launching a traditionally-animated take on it titled Thomas and Friends: All Engines Go!, which began on September 13, 2021. 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.

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.

In 2024, Mattel expanded its Barbie line to include dolls representing individuals with Down syndrome and vision impairments. This initiative is part of Mattel's ongoing efforts to promote diversity and inclusivity, allowing children to see themselves reflected in their toys.

In November 2024, it was discovered on X (formerly Twitter) that a brand of Wicked themed dolls produced by the company inadvertently linked to an adult website related to Wicked Pictures, using their link instead of the similar link for the Wicked movie. Earlier the same year, a song from the movie that was kept under wraps up until that point (Ariana Grande's version of Popular) was leaked via Mattel produced singing dolls, causing minor backlash. Mattel apologized for the error, and asked parents who had bought products with the incorrect website to destroy the packaging.

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". 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. 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.

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 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 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. Monster High followed Barbie just months after its launch in 2010 and many “American Girl” films were made.

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, which closed on 1 February 2012, 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.

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. 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. 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 Glendale, 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.

Mattel announced a new game called Pictionary Vs. AI in September 2023. It is a version of its visual guessing game where an AI model does all the guessing. A smartphone is used as the medium. Players draw cards that assign a given word, then draw whatever that word is before letting AI guess what they've drawn.

Mattel Digital Gaming

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

In 2017, Mattel and tech startup Osmo launched MindRacer, a Hot Wheels racing game for the iPad.

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

Other mobile and video games include:

  • Phase 10: World Tour (2019)
  • Hot Wheels Infinite Loop (2019)
  • Hot Wheels Open World (2020)
  • Skip-Bo (2021)
  • Hot Wheels Unleashed (2021)
  • He-Man and the Masters of the Universe: You have the Power (2022)

Hot Wheels

In September 2021, Mattel and Milestone released Hot Wheels Unleashed on PC, PS4, PS5, Xbox One, Xbox Series X|S, and Nintendo Switch. 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. 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. 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.

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

He-Man and the Masters of the Universe

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. 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. In December 2022, Mattel made three Masters of the Universe characters available for purchase on Rec Room, a virtual reality multiplayer online game. 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. Mattel and video game developer Mediatonic later released Masters of the Universe figurines in the style of Fall Guys.

Minecraft

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. In Camp Enderwood, a free download from the Minecraft Marketplace, players engage in a summer camp experience with activities like fishing and hiking.

Barbie and Polly Pocket

In September 2022, Mattel's Barbie and Polly Pocket characters became available on Roblox's Livetopia, an open-ended, role play-style game. Players also had the chance to explore Barbie's Dreamhouse, in honor of the toy's 60th anniversary. It was announced that a Barbie-themed game called Barbie DreamHouse Tycoon will be coming to Roblox. Players can customize their characters and houses, and they can play career-themed games.

See also

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