Mattel is one of the world’s leading toy manufacturers and entertainment companies, with iconic brands such as Barbie, Hot Wheels, Fisher-Price, American Girl, and more. But how did this global giant start from humble beginnings in a garage in Los Angeles? Here is a brief overview of Mattel’s history, timeline, and milestones.

The Founding of Mattel

Mattel was founded in January 1945 by Harold “Matt” Matson, Ruth Handler, and Elliot Handler, who were friends and business partners. The company name was a portmanteau of Matson and Elliot’s names.

The trio started by making picture frames out of wood scraps in a garage workshop. They soon realized that they could also use the wood to make dollhouse furniture, which proved to be more profitable than the frames. Matson sold his share of the company to the Handlers due to poor health in 1946, and Ruth took over his role.

In 1947, Mattel had its first successful toy, a ukulele called “Uke-A-Doodle”. The company also began advertising on television, which was a new and innovative medium at the time.

The Rise of Barbie and Hot Wheels

In 1959, Ruth Handler created one of Mattel’s most famous and influential products: Barbie, the first mass-produced doll with an adult body. Ruth was inspired by her daughter Barbara’s preference for playing with paper dolls that looked like grown-ups rather than baby dolls. She designed Barbie as a role model for girls, who could dress her up in different outfits and accessories. Barbie was an instant hit, and soon spawned a whole line of family and friends, such as Ken, Skipper, Midge, and Christie.

In 1968, Elliot Handler came up with another blockbuster idea: Hot Wheels, a series of die-cast metal cars with bright colors and realistic details. Elliot wanted to create a toy that would appeal to boys, who were not as interested in dolls as girls. He also designed a track system that allowed the cars to perform stunts and speed along curves. Hot Wheels became one of the best-selling toys of all time, and inspired many competitors and imitators.

The Expansion and Diversification of Mattel

In the 1970s and 1980s, Mattel expanded its product portfolio by acquiring other toy companies and brands, such as Fisher-Price (1970), International Games (1982), Rainbow Brite (1983), Masters of the Universe (1983), and My Little Pony (1984). Mattel also ventured into new markets, such as video games, electronics, educational toys, and preschool products.

In the 1990s and 2000s, Mattel continued to grow and diversify its offerings by launching new brands and franchises, such as Polly Pocket (1989), Disney Princess (1996), American Girl (1998), Monster High (2010), Ever After High (2013), and Enchantimals (2017). Mattel also acquired other toy companies and brands, such as Tyco Toys (1997), Pleasant Company (1998), Learning Company (1999), Mega Brands (2014), HIT Entertainment (2015), and Thomas & Friends (2015).

The Challenges and Opportunities for Mattel

In recent years, Mattel has faced some challenges in the toy industry, such as changing consumer preferences, increased competition, safety recalls, legal disputes, environmental issues, and technological disruptions. Mattel has also struggled with declining sales, profits, market share, and stock price.

However, Mattel has also seized some opportunities to revitalize its business and brands, such as embracing digital transformation, innovation, diversity, inclusion, social responsibility, sustainability, and entertainment. Mattel has also partnered with other media and entertainment companies to create content based on its properties across various platforms, such as film, television, streaming services, music, live events, gaming apps etc.

Some examples of Mattel’s current and upcoming projects include:

• A live-action Barbie movie starring Margot Robbie
• A live-action Hot Wheels movie directed by Justin Lin
• A live-action Masters of the Universe movie starring Noah Centineo
• A live-action American Girl movie produced by Matt Damon
• A live-action Monster High musical series on Nickelodeon
• A live-action Polly Pocket movie starring Lily Collins
• A live-action Max Steel movie produced by Robert Rodriguez
• A live-action View-Master movie produced by JJ Abrams
• A live-action Magic 8 Ball movie produced by Blumhouse
• An animated Thomas & Friends movie on Netflix
• An animated Fireman Sam movie on Amazon Prime
• An animated Bob the Builder movie on Hulu
• An animated Barney & Friends movie produced by Daniel Kaluuya
• An animated Pingu movie produced by Sony Pictures Animation
• A musical based on Uno
• A Broadway show based on Barbie
• A video game based on Hot Wheels
• A podcast based on American Girl
• A web series based on Ever After High
• A virtual reality experience based on Fisher-Price

The Future of Mattel

Mattel is celebrating its 75th anniversary in 2020, and its mission to inspire, entertain and develop children through play has never been more relevant. Mattel has a presence in 35 countries and territories; its products are sold in more than 150 countries.

Mattel 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.

Mattel is committed to creating quality products that are safe, sustainable, and socially responsible. Mattel is also dedicated to creating a diverse and inclusive culture that values its employees, customers, partners, and communities. Mattel is also passionate about creating engaging and immersive content that brings its brands to life across multiple platforms and formats.

Mattel is not just a toy company, but a global leader in play, learning, and entertainment. Mattel is not just a business, but a legacy of creativity, innovation, and fun. Mattel is not just a name, but a brand that has touched the lives of generations of children and families around the world.