Editing Mattel (section)

===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.<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=[[Encyclopedia.com]]|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=https://www.gamedeveloper.com/game-platforms/a-history-of-gaming-platforms-mattel-intellivision|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=[[Gamasutra]]|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 [[Feld Entertainment|Feld Productions]], Mattel purchased the [[Holiday on Ice]] and [[Ice Follies]] 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=[[Chicago Tribune]]|access-date=February 15, 2022}}</ref> Also acquired that year was [[Western Publishing]] 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" />

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=[[Reader's Digest]]}}</ref> which will eventually include iterations of Barbie from more than 40 countries.<ref name="BExp" />

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.<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=[[Comic Book Resources]]|access-date=December 12, 2021}}</ref>

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=[[The New York Times]]|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, [[Holiday on Ice]], and the new [[Disney On Ice|Walt Disney's World on Ice]].}}</ref>

In the early 1980s, Mattel produced [[video game system]]s, 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.<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=[[Reader's Digest]]|access-date=16 December 2021}}</ref> In 1986, Barbie joined the list of famous individuals painted by [[Andy Warhol]].<ref name="KnowBarbie" />

[[New York City]]-based venture capital firms [[Warburg Pincus|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.<ref name="idc" />

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.<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 [[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.<ref name="idc" />

In 1991, Mattel moved its headquarters from Hawthorne to its current [[El Segundo, California|El Segundo]] site, in [[Los Angeles County, California|Los Angeles County]].<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=[[Los Angeles Times]]|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=[[NPR]]|access-date=August 1, 2020}}</ref>

Mattel entered the gaming business in 1992 with the purchase of International Games, creators of [[Uno (card game)|UNO]] and [[Skip-Bo]].<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 [[Fisher-Price|Fisher-Price, Inc.]] on August 20, 1993, and [[Tyco Toys|Tyco Toys, Inc.]] (owners of the [[Matchbox (brand)|Matchbox]] and [[Dinky Toys]] brands) in 1997. In 1998, Mattel acquired Pleasant Company (creators of the [[American Girl]] brand)<ref name="idc" /> 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]].<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=[[Chicago Tribune]]|access-date=9 December 2021}}</ref>

In 1997, the Fisher-Price [[Little People (toys)|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.<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=[[Mental Floss]]|access-date=March 30, 2022}}</ref> Also that year, Mattel acquired [[View-Master]],<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 [[NASCAR]] drivers [[Kyle Petty]] and [[Jack Baldwin (racing driver)|Jack Baldwin]] 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=[[The Florida Times-Union]]|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 [[UCLA Mattel Children's Hospital]].<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=[[Daily Bruin]]|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=[[CBS News]]|access-date=May 5, 2022}}</ref> and the first Thomas & Friends theme park, Thomas Land, opened in Fujikyu Park in [[Japan]].<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=[[Informa]].com|access-date=May 5, 2022}}</ref>

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.<ref name="idc" />

Mattel earned the first grant for the [[Disney Princess]] 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=[[Bloomberg Businessweek]]|publisher=[[Bloomberg, L.P.]]|access-date=February 18, 2016}}</ref> In December 2000, Mattel [[Mattel, Inc. v. MCA Records, Inc.|sued]] Danish-Norwegian [[Europop]] band [[Aqua (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.<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=[[BBC News]]|access-date=August 8, 2007}}</ref>

In 2000, Mattel signed a deal with [[Warner Bros.]] to become the master licensee for [[Harry Potter]] 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=[[The Wall Street Journal]]|access-date=June 1, 2022}}</ref> It was extended in 2002; Mattel became the master licensee for [[Superman]], [[Batman]], [[Wonder Woman]], [[Flash (DC Comics character)|the Flash]], [[Justice League]] and [[Looney Tunes]] 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=[[Los Angeles Times]]|access-date=February 16, 2022}}</ref>

In 2001, the first life-sized [[Hot Wheels]] 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>

[[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.<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=[[Business Insider|Insider]]|access-date=June 2, 2022}}</ref>

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.<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=[[CTV News]]|access-date=June 9, 2011}}</ref> On August 14, 2007, Mattel recalled over 18 million products, with Louise Story of ''[[The New York Times]]'' 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=[[The New York Times]]|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=[[The New York Times]]|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=[[The New York Times]]|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 [[Barbie]] and Tanner Playsets, 1 million [[Doggie Daycare]], [[Weekly Shōnen Jump|Shonen Jump]]'s [[One Piece]] and thousands of [[Batman]] [[Manga]] toys due to exposed [[magnets]].<ref name=recall1/> In 2009, Mattel paid a $2.3 million fine to the [[U.S. Consumer Product Safety Commission|Consumer Products Safety Commission]] 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=[[CNN Business|CNN Money]]}}</ref> Mattel was noted for its crisis response by several newspaper publications, including ''[[PRWeek]]'', the ''[[Los Angeles Times]]'', ''[[Fortune (magazine)|Fortune]]'' 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=[[PRWeek]]|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=[[Los Angeles Times]]|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=[[CNN Business|CNN Money]]|access-date=August 11, 2016 }}</ref>

On September 13, 2009, Mattel's ticker symbol moved from the NYSE to the [[NASDAQ]] Global Select Market (NASDAQ-GS large cap).<ref>{{cite web | url=https://labusinessjournal.com/news/mattel-to-move-to-nasdaq/ | title=Mattel to Move to Nasdaq | date=September 13, 2009 }}</ref>