Mattel — America's #1 toys

Brand History 

Mattel is an American multinational company that manufactures toys. Founded in 1945. The Handler couple (the founders) planned to design lamps but ended up making furniture. The business started with wooden and plastic picture frames. Elliot made doll furniture from the same materials. In 1946, production was reoriented to clothing, cosmetics, and doll furniture, and the first children's toys were released — "Birdy Bank" and "Make-believe Makeup set".

The hit was a small Hawaiian guitar that helped secure large orders. In 1948, the Handlers moved to California and began designing a music box with a unique mechanism. 

In 1955, the brand's turnover reached $5 million/year. At the same time, Mattel decided to take another leap — launching a TV advertising campaign. This was risky since this type of advertising had not been used for children's products before. In addition, the investment totaled $500 thousand, meaning all available funds. But the risk paid off, and parents couldn't resist children who wanted Mattel toys.

A couple of years later, focusing on Westerns and their popularity, the company introduced exact replicas of Western weapons and holsters. Sales rose to $9 million, and in 1958 to $14 million. In 1959, the Barbie doll appeared — the most popular toy of all time (No. 1 in sales). It was named after the Handlers' daughter Barbara. Barbie became so famous that she gained fan clubs. In 1968, the number of fans reached 1.5 million. Ken, Barbie's boyfriend, appeared in 1961 (named after the founders' son). The company went public on the NYSE (New York Stock Exchange) in 1963, and product sales from 1963 to 1965 almost quadrupled — from $26 million to $100 million.

The brand's next hit, Mattel Hot Wheels, was released in 1968. At that time, the company moved to Delaware, and by the early 1970s it had become the No. 1 children's toy manufacturer. This prompted an expansion of the product range: acquiring lesser-known children's product manufacturers and large show programs for new advertising campaigns.

But not everything went smoothly — in 1970, the Mexican factory was damaged by a fire, and due to worker strikes, management could not maintain the necessary production levels. Revenue fell, which affected the stock price. The company's owners began inflating profits — in violation of federal law. In 1980, Mattel almost went bankrupt. But 7 years later, John Amerman became the company's CEO. He discontinued many toys and focused on Barbie and Mattel Hot Wheels. He also renewed the Disney contract, reduced managers' salaries, and gradually the brand regained financial stability.

What can be bought on the official Mattel website

Mattel offers the best toys in the USA. The company manufactures and sells products of over 50 brands. Goods for kids are available directly from the manufacturer, including:

• Jurassic World — dinosaurs (from miniature to very large), as well as car models from the Jurassic World movie, favorite characters, masks;
• Disney Planes — airplane models from Disney cartoons;
• Polly Pocket — toy rooms with design and a doll (beautiful Mattel sets for girls) for as low as $15;
• Barbie — the No.1 doll in the world, over 350 varieties.
• Mecard — cars with game cards for boys;
• Enchantimals — doll sets and their fantasy animals;
• DC Super Hero Girls — girls’ favorite characters from the DC cinematic universe (Wonder Woman, Supergirl, Batwoman, and others);
• WWE — a wide variety of wrestler character collections for fans of spectacular battles;
• Toy Store — favorite characters from the iconic Toy Story movie;
• Monster High — fashion dolls from cartoons and games;
• Mattel Hot Wheels — a popular set of cars that has been on sale for over 50 years.
• Mattel also produces these toy lines:
• Dolls & Accessories — a doll collection with accessories (cars, clothes, swings and houses);
• Role Play — a series of products for role-playing games (weapons, masks and musical instruments);
• Party Supplies — party decor;
• Games&Puzzles — educational card games for preschoolers and their parents;
• Pre School — games for children up to 6 years + walkers and swings for babies;
• Youth Electronics — electronic toys for teens;
• Vehicles — a collection of cars, ships, motorcycles, tanks and airplanes.

A rich assortment and various lines of kids’ goods are designed so that every child wants at least one Mattel toy.

About 50% of Mattel sales are made through the 3 largest retail chains (for kids’ toys): Target, Amazon and Walmart. Target is especially convenient for children’s shopping — the website has detailed product sorting. Amazon is known for its wide selection. But it is even simpler and cheaper to shop on the official manufacturer’s website. Prices there are even lower than at Walmart, and you get access to exclusive models. The company has several online stores:

• Main site, uniting all brands; 
• Sets for girls (animals, dolls and apartments);
• Start shopping with Prostobox.com