Editing Mattel (section)

===Hasbro's failed takeover and Mattel163: 2017–2018===
Former [[Google]] executive, [[Margo Georgiadis]], 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=[[The Wall Street Journal]]|access-date=January 17, 2017}}</ref> On November 10, 2017 ''[[The Wall Street Journal]]'' reported that [[Hasbro]] 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=[[The Wall Street Journal]]|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=[[CNBC]]|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 [[Reuters]].<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=[[Reuters]]|date=November 15, 2017 |access-date=25 November 2017}}</ref>

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.<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=[[Brunico Communications]]|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" />