Mattel

{{Short description|American multinational toy manufacturing and entertainment company}} {{Other uses}} {{copyediting|date=September 2025}} {{Use mdy dates|date=March 2019}} {{Use American English|date=January 2019}} {{Infobox company | name = Mattel, Inc. | logo = 150px|frameless|class=logo-nobg | logo_size = 150px | logo_caption = Logo used since 2019 | image = Aerial Mattel Headquarters El Segundo May 2012.JPG | image_caption = Headquarters in El Segundo, California | former_name = {{ubl|Mattel Creations (first incarnation)|Mattel Inc.:Toymakers|(1945–1969)}} | type = Public | traded_as = {{unbulleted list|{{NASDAQ|MAT}}|S&P 400 component|{{NYSE was|MAT}} (1963–2009)}} | industry = Toys and Entertainment | founded = {{start date and age|1945|1}}, in Los Angeles, California, United States | founders = {{unbulleted list|Harold Matson|Ruth Handler|Elliot Handler}} | location = El Segundo, CA | hq_location_country = U.S. | area_served = Worldwide | key_people = {{ubl|Ynon Kreiz (chairman and CEO)|Sanjay Luthra (CCO)|Steven Totzke (president){{efn|Attributed to multiple references:<ref name="Totz0" /><ref name="Totz1" /><ref name="Totz2" /><ref name="Totz3" /><ref name="Totz4" />}}}} | products = {{collapsible list| * Toys * Dolls * Action figures * Model cars * Card games }} | brands = {{show|Various |{{flatlist| * American Girl * Barbie * ''Barney'' * ''Bob the Builder'' * ''Enchantimals'' * ''Ever After High'' * ''Fireman Sam'' * Fisher-Price * Hot Wheels * Matchbox * ''Masters of the Universe'' * ''Max Steel'' * Mega * Monster High * My Scene * ''Pictionary'' * ''Pingu'' * Polly Pocket * Princess of Power * ''Thomas & Friends'' * U.B. Funkeys * Uno * ''Whac-A-Mole'' }}}} | revenue = {{decrease}} {{US$|5.35&nbsp;billion|link=yes}} (2025)<ref name=10K2025 /> | operating_income = {{decrease}} {{US$|546&nbsp;million}} (2025)<ref name=10K2025 /> | net_income = {{decrease}} {{US$|398&nbsp;million}} (2025)<ref name=10K2025 /> | assets = {{increase}} {{US$|6.64&nbsp;billion}} (2025)<ref name=10K2025 /> | equity = {{decrease}} {{US$|2.23&nbsp;billion}} (2025)<ref name=10K2025 /> | num_employees = 31,000 (2025)<ref name=10K2025>{{cite web |url=https://www.sec.gov/ix?doc=/Archives/edgar/data/63276/000162828026010716/mat-20251231.htm|title=2025 Annual Report (Form 10-K) |date=February 23, 2026 |publisher=U.S. Securities and Exchange Commission}}</ref> | divisions = {{unbulleted list|Mattel Digital Games|Mattel Studios<ref name="MSt">{{cite web|date=June 2, 2025|title=Mattel Combines Film and Television Units to Create Mattel Studios under the Leadership of Robbie Brenner; Appoints Three Entertainment Executives to Key Roles|url=https://corporate.mattel.com/news/mattel-combines-film-and-television-units-to-create-mattel-studios-under-the-leadership-of-robbie-brenner-appoints-three-entertainment-executives-to-key-roles|website=Mattel News|access-date=June 3, 2025}}</ref>}} | subsidiaries = {{unbulleted list|American Girl|Fisher-Price|Mattel163|Mega Brands}} | website = {{ubl|{{URL|shop.mattel.com}}|{{URL|https://corporate.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=U.S. Securities and Exchange Commission|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=Los Angeles Times|access-date=25 May 2021}}</ref> }}

'''Mattel, Inc.''' ({{IPAc-en|m|ə|ˈ|t|ɛ|l}} {{respell|mə|TEL}}) is an American multinational toy manufacturing and entertainment company headquartered in El Segundo, California. Founded in Los Angeles by Harold Matson and Ruth and Elliot Handler in January 1945, Mattel has a presence in 35 countries and territories.<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=Pittsburgh Post-Gazette|access-date=20 April 2021}}</ref> 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=usurped|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 is the world's second largest toy maker by revenue, after the Lego Group.<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=Forbes|access-date=January 1, 2017}}</ref> Mattel's brand Barbie was named the top global toy property by the NPD Group in 2020 and 2021, while its brand Hot Wheels was named the top-selling global toy for both of those years.<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=Brunico Communications|access-date=October 14, 2021}}</ref><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>

==History== ===Origins and early years=== Businessman Harold "Matt" Matson and the husband-and-wife duo of Ruth and Elliot Handler founded Mattel as Mattel Creations on January 20, 1945, in a garage in Los Angeles.<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 name "Mattel" is a portmanteau of "Matson" and "Elliot".{{Efn|Former chairman and CEO of Mattel Bob Eckert said in 2013 that the founders could not fit Ruth's name into the company name.<ref>{{cite AV media|date=9 September 2012|title=History of Mattel by Robert Eckert|publisher=YouTube|url=https://www.youtube.com/watch?v=HGwGljfOGD4|quote=|time=2:10}}</ref>}} The company began selling picture frames and later dollhouse furniture made from frame pieces. Suffering from poor health, Matson sold his share of the company to the Handlers the following year, with Ruth taking over his stake.<ref name="idc" /> In 1947, Mattel had its first successful toy, a ukulele called "Uke-A-Doodle".<ref name="MCH" />

Mattel was incorporated in Hawthorne, California, in 1948.<ref name="idc" /> The company started advertising on television when it became the first sponsor of the ''Mickey Mouse Club'' 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=Time|access-date=July 15, 2021|issn=0040-781X}}</ref> The Barbie doll debuted in 1959, and would become Mattel's all-time best-selling toy.<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, the company introduced Chatty Cathy, a talking doll voiced by June Foray. The doll revolutionized the toy industry, leading to pull-string talking dolls and similar 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=Today|access-date=August 26, 2021}}</ref> In 1961, Mattel introduced the Ken doll.<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=KWQC TV 6}}</ref> The company went public in 1960 and became listed on the New York Stock Exchange three years later.

The Barbie Dreamhouse'','' made from cardboard and paper, was released 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> That same year, the company introduced Astronaut Barbie, the first of many space-themed versions of the doll.<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><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=HISTORY|date=March 8, 2019}}</ref> In 1965, Mattel built on the success of the Chatty Cathy doll when it introduced the See 'n Say talking toy, which spawned an additional 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=Time|access-date=June 6, 2016}}</ref> In 1967, Mattel released a set of space-themed toys which included a character named Major Matt Mason.<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=|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>

In 1968, Mattel introduced ''Hot Wheels'', which was created by a team that included a car designer and a rocket scientist.{{efn|Attributed to multiple references:<ref name="idc" /><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 same year, the company introduced Christie, Barbie's friend and the company's first Black doll.<ref>{{cite web |url=https://www.businessinsider.com/how-barbie-dolls-changed-evolution-2018-3 |title= Here's what Barbie looked like the year you were born |author= Talia Lakritz |publisher= Business Insider |access-date=January 1, 2026 |url-status=live |archive-url= https://web.archive.org/web/20260101122517/https://www.businessinsider.com/how-barbie-dolls-changed-evolution-2018-3#1960-2 |archive-date=January 1, 2026 }}</ref> Christie was followed by a continuous line of additional Barbie-related characters over subsequent decades. In 1969, the company changed its Mattel Creations and Mattel, Inc.: Toymakers brands to simply "Mattel" and launched the "red sun" logo. Mattel also acquired a series of other companies during the 1960s.<ref name="idc" />

In 1970, Hot Wheels forged a sponsorship agreement with drag racing drivers Don "The Snake" Prudhomme and Tom "The Mongoose" McEwen.<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=The New York Times|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> The racers' cars, a yellow Barracuda and a red Duster, were reproduced as Hot Wheels toys.<ref name="HWS" /> That same year, Mattel formed a joint venture film production company, "Radnitz/Mattel Productions" with producer Robert B. Radnitz,<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=Los Angeles Times|location=El Segundo, Los Angeles County, California|url-status=live|page=F13|id={{ProQuest|156485316}} }}</ref><ref>{{cite web |title=Very brief history of Mattel |url=https://dustinsvideogamearchive.weebly.com/intellivision.html |access-date=15 June 2021 |website=Dustin's Video Game Archives}}</ref> and later entered a multimillion-dollar partnership with Mehra Entertainment, whose CEO, Dr. Nishpeksh Padmamohan Mehra, became a director of the ''Barbie'' film series.<ref>{{Cite web |title=Intellivision |url=https://dustinsvideogamearchive.weebly.com/intellivision.html |website=DUSTIN'S RETRO GAMING ARCHIVE}}</ref>

In 1971, Mattel purchased The Ringling Bros. and Barnum & Bailey Circus from the Feld family for $40 million, but retained the Felds in a management capacity.<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=People|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> After experiencing financial difficulties in 1972, Mattel sold the circus corporation, despite its profitability.<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; aggregated by Google News|publisher=The New York Times Company|issue=64|date=December 19, 1973|volume=67|pages=1A, 7A|access-date=August 4, 2015}}</ref>

In 1974, an investigation found Mattel guilty of issuing false and misleading financial reports, which led to the ousting of Elliot and Ruth Handler from the company.<ref name= "idc"/>

===Post-Handlers=== Arthur S. Spear, then a Mattel vice president, took control of the company in 1975 and returned it to profitability within 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 Mattel stock in 1980.<ref name="idc" />

Mattel debuted its electronics line in 1977 with a handheld electronic game. Its success led to its expansion with game consoles, and then the line was eventually 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 caused Mattel to take a $394 million loss the following year and almost file for bankruptcy.<ref name="idc" />

In 1979, Mattel purchased the Holiday on Ice and Ice Follies properties for $12 million through Feld Productions.<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> That year, Mattel also acquired Western Publishing for $120 million in cash and stock, which it sold to Richard A. Bernstein four years later.<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>

In 1980, Mattel introduced its first Hispanic Barbie doll and its first African-American Barbie doll.<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> In 1982, Mattel released He-Man and ''Masters of the Universe'' action figures, 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 Walt Disney's World on Ice.}}</ref>

In the early 1980s, Mattel produced video game systems under its brands and licenses 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 E.M. Warburg, Pincus & Co., and Drexel Burnham Lambert invested a couple of hundred million dollars in Mattel in 1984 to help the company survive. However, sales of the ''Masters of the Universe'' action figure line declined, leading to lower revenue in 1987.<ref>{{Cite web |date=2020-10-05 |title=MOTU Wave 6 – 1987 |url=https://thetoycollectorsguide.com/motu-wave-6-1987/ |access-date=2025-09-15 |language=en}}</ref>

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, in 1987, improved its financial performance 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 in 1988 for a new line of infant and preschool plush toys, to 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. It 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 1989, Mattel purchased Corgi Toys.<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=The New York Times|access-date=June 6, 2016}}</ref>

In 1991, Mattel moved its headquarters from Hawthorne to its current El Segundo site, in 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==== In 1992, Mattel created the first President Barbie. Barbie has run for president seven times since 1992, and an all-ticket was released 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>

On October 8, 1992, Mattel opened its first production factory in Indonesia at the Jababeka Industrial Park in Cikarang, West Java, as the west plant, and expanded by opening a new plant in 1997, as the east plant. The west plant is now the main factory of Hot Wheels 5-car pack edition, and the east plant is now the main factory of Barbie dolls.<ref>{{Cite web |title=Mattel Indonesia Celebrates its 30th Anniversary and Inaugurates Plant Expansion |url=https://corporate.mattel.com/news/mattel-indonesia-celebrates-30th-anniversary-inaugurates-plant-expansion |access-date=2025-07-08 |website=corporate.mattel.com}}</ref>

Mattel entered the gaming business in 1992 with the purchase of International Games, creators of 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><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=National Toy Hall of Fame|access-date=3 September 2021}}</ref> The company purchased Fisher-Price, Inc. on August 20, 1993, and Tyco Toys, Inc. (owners of the Matchbox and Dinky Toys brands) in 1997.<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=Los Angeles Times|access-date=September 17, 2021}}</ref> 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 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 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> The same year, Mattel purchased Bluebird Toys.{{Citation needed|date=March 2026}}

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 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.<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, 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=Insider|access-date=June 2, 2022}}</ref> In 2006, Mattel purchased Radica Games.<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>

In 2002, the company closed its last factory in the United States; the factory had originally been part of Fisher-Price's outsourcing of production to China. The Mattel factory in China is the same as the factory where the Miniso-Mattel collaboration products are made. A chain of events led to the distribution of millions of hazardous toys, including those 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 rewrote 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, 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 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=dead|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 Money}}</ref> Mattel was noted for its crisis response by several newspaper publications, including ''PRWeek'', the ''Los Angeles Times'', ''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 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>

In 2025, Mattel announced that it was adding a Ken doll modeled after James to its Barbie toy line. The doll is an inch taller than a standard Ken doll.<ref>{{Cite web |last=Granville |first=Samantha |date=2025-04-10 |title=LeBron James becomes first male athlete with a Ken doll |url=https://www.bbc.com/news/articles/c7877zznd0po |access-date=2025-04-10 |website=BBC News |language=en-GB}}</ref>

===More acquisitions and brand portfolio expansion=== At the end of 2009, Mattel signed a global licensing agreement with WWE to produce action figures and playsets along with props like championship belts and masks, taking over from Jakks Pacific.<ref name="wwelaunch">{{Cite web|date=15 January 2010|title=Mattel and WWE (R) Launch Toy Line Worldwide|url=https://www.newswire.ca/news-releases/mattel-and-wwe-r-launch-toy-line-worldwide-539229301.html|website=CNW Group|access-date=26 July 2025}}</ref> The first line was introduced in January 2010.<ref name="wwelaunch"/> Having developed a diverse portfolio of toys in more than 50 global markets and consistently ranked as the No. 1 action figure property in the United States, Mattel launched multiple collaborations such as WWE and ''Ghostbusters'' and WWE and ''Masters of the Universe''.<ref>{{Cite web|last=Graser|first=Marc|date=14 February 2014|title=Mattel Signs New Five-Year Deal to Produce WWE Toys (EXCLUSIVE)|url=https://variety.com/2014/biz/news/wwe-toys-mattel-new-deal-1201102702/|website=Variety|access-date=26 July 2025}}</ref><ref>{{Cite web|date=21 October 2021|title=WWE, Mattel Extend Global Partnership|url=https://www.licenseglobal.com/entertainment/wwe-mattel-extend-global-partnership|website=Licence Global|access-date=26 July 2025}}</ref> The partnership deal was extended multiple times, most recently in 2025.<ref>{{Cite web|date=14 April 2025|title=Mattel and WWE® Renew Global Licensing Partnership|url=https://corporate.wwe.com/about/news/2025/04-14-2025-0|website=WWE Corporate|access-date=26 July 2025}}</ref>

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, Medusa, Werewolf, and The Mummy.<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=Dread Central|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=Los Angeles Times|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; ''Ever After 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=Brunico Communications|access-date=4 November 2020}}</ref> and ''Enchantimals'' in 2017. 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=Wired|access-date=June 22, 2022|language=en-US|issn=1059-1028}}</ref> The 332 foot jump broke the previous 301 foot record set in 2009.<ref name="Wired" />

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.<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=The Wall Street Journal|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 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,<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=The Hollywood Reporter|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=HiT Entertainment|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=WHNT-TV|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" /> The same year, Mattel purchased HIT Entertainment.<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=BBC News|access-date=25 October 2011}}</ref> 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, television 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=Kidscreen |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=Variety|publisher=Penske Media Corporation|access-date=May 7, 2014}}</ref>

''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.<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=dead|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=Fortune|publisher=CNN Money|access-date=10 July 2013}}</ref>

On February 28, 2014, Mattel acquired Mega Brands.<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=Forbes|access-date=March 5, 2014}}</ref> In February 2015, 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 April 16, 2015, Mattel announced a partnership with invention platform Quirky to crowd-source several 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=Fortune|access-date=June 1, 2022}}</ref>

The next year, Mattel acquired Fuhu, the maker of Nabi tablets and other technology-driven hardware, in a bankruptcy proceeding for $21 million.<ref>{{Cite news |last=Blakely |first=Lindsay |date=January 21, 2016 |title=Mattel Buys Fuhu Out of Bankruptcy for $21.5 Million |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 |work=Inc.com}}</ref>

=== Disney collaboration === Mattel added a princess-themed Barbie line in 2010. Barbie sales began to plummet in 2012, prompting a shift away 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 attempted to evolve the brand from "damsels" to "heroines". In September 2014, Disney announced that Hasbro would be 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=The New York Times|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=The Wall Street Journal|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=Good Morning America|publisher=ABC News|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=The Wall Street Journal|access-date=January 16, 2023|language=en-US}}</ref>

=== Mattel Creations === On March 30, 2016, Mattel formed a "senior head" division called ''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 by 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=Deadline Hollywood|publisher=Penske Business Media, LLC|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, NBCUniversal announced Mattel's license acquisition to produce toys based on the ''Jurassic Park'' 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=Bloomberg Businessweek|access-date=June 1, 2022}}</ref>

While formerly associated with content productions, as of 2020, Mattel Creations began to operate as 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 franchise's 75th anniversary, featuring animated versions of Queen Elizabeth and a young Prince Charles 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 |access-date=December 8, 2022 |website=CNN |language=en}}</ref> In the same month, the new Basquiat Barbie was introduced, featuring the work of the artist Jean-Michel Basquiat.<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/ |access-date=December 21, 2022 |website=The Observer |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 COVID-19 pandemic.<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 |access-date=January 5, 2023 |website=POPSUGAR Family |language=en-US}}</ref>

===Hasbro's attempted takeover and Mattel163=== Former Google executive Margo Georgiadis was announced as the company's CEO on January 17, 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" />

=== Company reorganization and production partnership increments === In January 2015, board member Christopher Sinclair replaced CEO Bryan Stockton, following with 2/3 of senior executives resigning or receiving lay off.<ref name="bbw" />

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 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=CNBC|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 Toys "R" Us 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=AP|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=Bloomberg Businessweek|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 announced the formation of its global franchise management division, to be led by Janet Hsu as chief franchise management officer. The division was mandated to seek out new commercial opportunities plus to bring 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=Brunico Communications|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=Brunico Communications Ltd.|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 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.<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 Spin Master starting in the spring of 2020, hitting an 18-year low on its share price, which concluded at $9.25 per 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 Mattel Television on February 5, 2019, which would be headed by former Disney Branded Television 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=Variety |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=James |date=July 29, 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 |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=License Global|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=KFYR-TV|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=WXYZ 7 Action News Detroit|access-date=October 27, 2022|location=Detroit, Michigan}}</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>

In June 2019, Mattel released a 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=CNET|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=Fatherly|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=Forbes|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>

Warner Music Group's Arts Music division 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=Rolling Stone|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 ''Thomas & Friends'' 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=Variety|publisher=Penske Media Corporation|access-date=May 1, 2020}}</ref> which was managed/handled by ADA Worldwide 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=Yahoo News|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, emergency medical technician (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 in collaboration with 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=License Global|access-date=January 26, 2023}}</ref>

On October 12, 2020, Mattel announced a 25th series 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=Business Wire}}</ref> but instead retooled it into a traditionally-animated reboot titled ''Thomas & Friends: All Engines Go'', 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.{{original research inline|date=July 2025}}

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.<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=CNBC|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=Adweek|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=CNBC|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=Informa|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=Business Wire|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=Pepperdine University|access-date=1 June 2022}}</ref>

On May 25, 2022, Mattel launched the first transgender Barbie doll, held by Laverne Cox.<ref>{{Cite web |title=Barbie Tribute Collection Laverne Cox Doll |url=https://creations.mattel.com/products/barbie-tribute-collection-laverne-cox-doll-hcb99 |access-date=2025-07-10 |website=Mattel Creations |language=en}}</ref> At the same year, Miniso Group Holding Limited (NYSE:MNSO, SEHK:9896) started its partnership with Mattel inc to produce Barbie-themed products, and become their official merchandise partner and official accessories supplier for Barbie globally. More than 120 variants of Miniso-Mattel collaboration products were officially launched by July 21, 2023, in China and the US, coinciding with the theatrical release of ''Barbie''. The products are launched both in MINISO headquarters in Guangzhou & its flagship store in Changsha,<ref>{{Cite web |last=Team |first=Dao |date=2023-08-03 |title=MINISO stands up for Barbiecore in Changsha |url=https://daoinsights.com/works/miniso-stands-up-for-barbiecore-in-changsha/ |access-date=2026-01-09 |website=Dao Insights |language=en-US}}</ref> the Chinese Mattel's branch office in Foshan, and MINISO's flagship stores in Irvine Spectrum and Times Square, and also in Mattel headquarters in El Segundo, California.<ref>{{Cite web |title=出海八年，名创优品冲向世界繁华商业街 |url=http://www.bmronline.com.cn/index.php?m=content&c=index&a=show&catid=23&id=10491 |access-date=2025-07-09 |website=www.bmronline.com.cn (Chinese)}}</ref><ref>{{Cite web |last=Sina Mobile |date=2023-07-21 |title=芭比联名大火，没有一个女孩可以躲过名创优品 |url=https://fashion.sina.cn/l/2023-07-21/detail-imzcmnhr8379172.d.html |access-date=2025-08-02 |website=fashion.sina.cn}}</ref><ref>{{Cite web|title=案例研究与开发中心-内容详情页|url=https://crdc.sjtu.edu.cn/crdc/86094.html|website=crdc.sjtu.edu.cn|access-date=2025-11-28}}</ref>

In April 2023, Mattel introduced a Barbie doll with down syndrome in collaboration with National Down Syndrome Society (NDSS),<ref>{{Cite web |title=Barbie Introduces Its First Doll with Down Syndrome, Further Increasing Representation in the Toy Aisle |url=https://corporate.mattel.com/news/barbie-introduces-its-first-doll-with-down-syndrome-further-increasing-representation-in-the-toy-aisle |access-date=2025-09-02 |website=corporate.mattel.com}}</ref> and continued to expand its Barbie line to include more dolls representing individuals with down syndrome and vision impairments in 2024. This initiative is part of Mattel's ongoing efforts to promote diversity and inclusivity, allowing children to see themselves reflected in their toys. At the same year, Miniso Group Holding Ltd acquired several percentage of Mattel's shares after successfully releasing the Barbie-themed collaboration products since 2023, as part of the Mattel-Miniso IP partnership, and the acquisition was officially announced at the Barbie 65th anniversary celebration in April 2024 after opening its largest Barbie-themed store in Malaysia on March 30, 2024, located at Berjaya Times Square.<ref>{{Cite web|last=Roppolo|first=Michael|date=April 27, 2024|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=April 29, 2024|website=CBS News|language=en-US}}</ref><ref>{{Cite web |last=Hartsock |first=Bug |date=2024-04-08 |title=Miniso Opens New Barbie IP Collection Store in Malaysia |url=https://toybook.com/miniso-barbie-store-malaysia-news/ |access-date=2026-01-07 |website=The Toy Book |language=en-US}}</ref>

In July 2024, the company was approached by the private equity firm L Catterton with a total buyout acquisition offer. The deal was ultimately declined.<ref>{{Cite web |date=2024-07-22 |title=Mattel is confident as 'standalone company' after report of acquisition offer |url=https://www.latimes.com/business/story/2024-07-22/mattel-is-confident-as-standalone-company-after-report-of-acquisition-offer |access-date=2025-09-15 |website=Los Angeles Times |language=en-US}}</ref> Also in July 2024, Mattel releases Sue Bird doll as part of Barbie 65th anniversary celebration, coinciding with launches of "Give Limitless Possibilities" as a new campaign of Barbie.

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 instead of a similar link to the website 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> 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> Earlier the same year, a song from the film, Ariana Grande's version of "Popular", was leaked via Mattel-produced singing dolls, causing minor backlash.<ref>{{Cite web |last=Delgado |first=Sara |date=August 2, 2024|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=August 1, 2024|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>

In December 2024, Mattel released the Barbie Deluxe Style line, which focuses heavily on Barbiecore and Glam Aesthetics. They were released on the Mattel Creations Website.{{cn|date=January 2026}}

In May 2025, Mattel released the first-ever Mattel Brick Shop building set, in collaboration with Hot Wheels.<ref>{{Cite web |last=Pelletier |first=Ashley |date=2025-05-01 |title=Mattel Brick Shop Unveils First Wave of Hot Wheels Building Sets |url=https://toybook.com/mattel-brick-shop-hot-wheels-launch/ |access-date=2026-05-05 |website=The Toy Book |language=en-US}}</ref>

On June 2, 2025, Mattel announced the combination of its audiovisual divisions, Mattel Films and Mattel Television (internally known as Mattel Television Studios), into a successor division named ''Mattel Studios'', which will serve both functions and discontinue them as separate divisions within the company.<ref name="MSt" /><ref name="MSt0">{{cite web|last=Sarto|first=Dan|date=2 June 2025|title=Mattel Combines Film and TV Units into Mattel Studios|url=https://www.awn.com/news/mattel-combines-film-and-tv-units-mattel-studios|website=Animation World Network|access-date=4 June 2024}}</ref><ref name="MSt1">{{cite web|last=Grobar|first=Matt|date=2 June 2024|title=Mattel Hires Three, Promotes Robbie Brenner, Launches Mattel Studios|url=https://deadline.com/2025/06/mattel-hires-three-promotes-robbie-brenner-launches-mattel-studios-1236420385/|website=Deadline Hollywood|access-date=4 June 2024}}</ref><ref name="MSt2">{{cite web|last=Broadway|first=Danielle|title=Mattel Studios Plans to Bring More Toy-Inspired Movies to Theaters|url=https://www.movieguide.org/news-articles/mattel-studios-plans-to-bring-more-toy-inspired-movies-to-theaters.html|website=Movie Guide|access-date=4 June 2024}}</ref> This could be seen as a revival of the brand/banner Mattel used occasionally or sparingly between 2011 and 2013 in place of their logo in the closing credits for media entries for ''Monster High'', ''Ever After High'' and ''Polly Pocket''. Consequently, productions in development at both Mattel Films and Mattel Television will be absorbed into/transferred to this division. With the announcement, Mattel promoted and transferred the head of their filming division, Mattel Films, Robbie Brenner, to the new division as president and its chief content officer. Mattel Studios also named former Legendary Entertainment executive vice president of television and digital media, Jennifer Breslow, the head of its television section, and Darian Lanzetta, a former motion picture literary agent at the Creative Artists Agency (CAA), and Tom McNulty, former principal/president at MC Squared Media, as co-heads of its filming section. All three are expected to report to Brenner in the future media decisions of Mattel.<ref name="MSt" /><ref name="MSt0" /><ref name="MSt1" /><ref name="MSt2" />

On July 8, 2025, Mattel launches the first ever Barbie doll with type-1 diabetes, along with two additional new dolls: Peloton fitness instructor, Robin Arzon from the US and model Lila Moss from the UK.<ref>{{Cite web |title=Barbie® Introduces First-Ever Barbie Doll with Type 1 Diabetes to Expand Representation and Inspire More Children |url=https://corporate.mattel.com/news/barbie-introduces-first-ever-barbie-doll-with-type-1-diabetes-to-expand-representation-and-inspire-more-children |access-date=2025-07-10 |website=corporate.mattel.com}}</ref>{{primary source inline|date=January 2026}}

In 2025, Mattel collaborated with Italian fashion brand GCDS on a limited-edition Polly Pocket-inspired collection.<ref>{{cite web |last= |first= |title=Mattel x Polly Pocket x GCDS Collaboration: Limited Edition 2025 |url=https://www.casawi.eu/post/mattel-polly-pocket-gcds-collaboration-limited-edition-2025 |website=Casawi |date=July 2025 |access-date=19 July 2025}}</ref> On August 14, Mattel launched a One-of-a-Kind Barbie Doll to celebrate its 80th anniversary coinciding with 80th anniversary of the Independence of Indonesia.<ref>{{Cite web |last=Kumara |first=Adyaning Raras Anggita |date=2025-08-17 |title=Rayakan HUT ke-80 RI, Mattel Hadirkan Boneka Barbie dengan Gaun Batik |url=https://www.idntimes.com/life/diy/mattel-hadirkan-boneka-barbie-dengan-gaun-batik-00-98756-sf0g4p |access-date=2025-09-02 |website=IDN Times |language=id}}</ref>

In February 2026, Mattel announced the acquisition of the Mattel163 game development company from former collaborator NetEase for $159 million.<ref>{{Cite web |title=Mattel acquires control of mobile studio Mattel163 from NetEase |url=https://www.gamedeveloper.com/business/mattel-acquires-control-of-mobile-studio-mattel163-from-netease |access-date=2026-02-13 |website=Game Developer |language=en}}</ref> The acquisition granted Mattel full ownership over the business following the previous collaboration with NetEase on the development studio. The transaction was expected by the end of Q1 in 2026.<ref>{{Cite web |last=French |first=Payton Turkeltaub,Kennedy |date=2026-02-10 |title=Mattel to Acquire Full Ownership of Mattel163 From NetEase (Gaming News Roundup) |url=https://variety.com/2026/gaming/news/mattel-163-gaming-news-roundup-1236658843/ |access-date=2026-02-13 |website=Variety |language=en-US}}</ref>

In May 2026, A group of Mattel shareholders (such as Southeastern Asset Management) are pushing for the sale of the toy manufacturer, suggesting strategic alternatives such as privatization or a merger with competitor Hasbro, after the company stabilizes its business.<ref>{{Cite web |title=Mattel shareholder pushes company to explore sale |url=https://www.retaildive.com/news/mattel-activist-shareholder-pushes-sale-hasbro-private-equity/819681/ |access-date=2026-05-15 |website=Retail Dive |language=en-US|date=2026-05-08|last=Moore|first=Kaarin|archive-url=https://web.archive.org/web/20260508192323/https://www.retaildive.com/news/mattel-activist-shareholder-pushes-sale-hasbro-private-equity/819681/|archive-date=2026-05-08}}</ref>

==Media and entertainment ventures== {{main|Mattel Films|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''".<ref name="lat" /> ''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.<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=Deadline|publisher=Penske Business Media, LLC|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 ''Captain Power and the Soldiers of the Future'' syndicated television show.<ref>{{Cite news|date=10 November 1986|title=Syndication Marketplace|work=Broadcasting & Cable|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>

''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'' was created by Chris Wiggs in 1983 for his daughter Kate as a private toy, and from 1989, it was housed at Bluebird Toys, which Mattel acquired in 1998, and 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 has been 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=Kidscreen|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=License Global}}</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> Monster High 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=Variety|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 "American Girl" films were made.<ref name="vty1" />

Mattel agreed to purchase HIT Entertainment without the stake in the Sprout TV channel (formerly ''PBS Kids Sprout'' and later ''Universal Kids'') from Apax Partners on 25 October 2011, for $680 million,<ref name="wsj" /> which closed on February 1, 2012,<ref name="MatHIT" /> making it part of its Fisher-Price division. HIT Entertainment was absorbed into Mattel Creations (later ''Mattel Television'') in 2016, with its intellectual property (IP) brands shared equally between HIT Entertainment 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.<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 American Girl content creation team in Middleton, Wisconsin and centralize its multimedia content output.<ref name="dl" /> Mattel Playground Productions was revived as Mattel Films on September 6, 2018, and it was solely based 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=Los Angeles Times|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=Forbes|access-date=January 9, 2019}}</ref> The 2023 film ''Barbie'' was the first film released by Mattel Films. Mattel reorganized Mattel Creations, renaming it Mattel Television on February 5, 2019, and hired former Disney Branded Television programming executive Adam Bonnett as its head.

Mattel announced it started construction on the Mattel Adventure Park in Glendale, Arizona. The 9-acre park would feature popular Mattel brands, including Barbie, Hot Wheels, ''Thomas & Friends'' and Uno. It would 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 announced plans to develop indoor water parks, called Mattel Wonder, in November 2025.<ref>{{Cite web |title=Mattel Announces Development of Mattel Wonder Indoor Waterparks with Partners Martin Aquatic, American Resort Management, and I-dentity Group |url=https://corporate.mattel.com/news/mattel-announces-development-of-mattel-wonder-indoor-waterparks-with-partners-martin-aquatic-american-resort-management-and-i-dentity-group |access-date=2026-01-10 |website=corporate.mattel.com}}</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 iPad.<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 Facebook Instant Games and was later available for iOS and Android.<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" /> * ''Hot Wheels Unleashed'' (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. 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 in 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>{{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 Mediatonic 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>

=== Barbie and Polly Pocket === In September 2022, Mattel's Barbie and Polly Pocket characters became available on Roblox's ''Livetopia'', an open-ended role-playing video 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">{{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">{{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" /><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 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>

=== ''Minecraft'' === In January 2023, Mattel, Mojang Studios, 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>{{Cite web |last=Fragen |first=Jordan |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/ |url-status=live |archive-url=https://web.archive.org/web/20230727224153/https://venturebeat.com/games/mattel-and-minecraft-release-camp-enderwood-toys-and-dlc-map/ |archive-date=2023-07-27 |access-date=2023-07-27 |website=VentureBeat |language=en-US}}</ref><ref>{{Cite web |last=Randazza |first=Janelle |date=2023-01-31 |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/ |url-status=deviated |archive-url=https://web.archive.org/web/20230727224153/https://www.usatoday.com/story/money/reviewed/2023/01/31/new-minecraft-dlc-camp-enderwood-here/11153685002/ |archive-date=2023-07-27 |access-date=2023-07-27 |website=USA TODAY |language=en-US}}</ref><ref name=":6">{{Cite web |last=Benfell |first=Grace |date=2023-01-31 |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 |url-status=live |archive-url=https://web.archive.org/web/20230727222935/https://www.gamespot.com/articles/minecraft-and-mattel-launch-minecraft-map-ahead-of-new-toy-line/1100-6510997/?ftag=CAD-01-10abi2f |archive-date=2023-07-27 |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 name=":6" /><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/ |url-status=live |archive-url=https://web.archive.org/web/20230907235511/https://www.thegamer.com/minecraft-camp-enderwood-creator-series-preview/ |archive-date=2023-09-07 |access-date=2023-09-07 |website=TheGamer |language=en}}</ref>

==See also== {{Portal|Greater Los Angeles|Companies|Toys}} * Bandai * Hasbro * LEGO * List of Mattel toys * List of game manufacturers * MGA Entertainment * Spin Master * Tomy

== Notes == {{notelist}}

==References== {{Reflist|30em}}

== Further reading == * {{cite book |last1=Kettelkamp |first1=Sean |title=Chatty Cathy and Her Talking Friends: An Unauthorized Guide for Collectors |date=December 1997 |publisher=Schiffer Publishing |isbn=978-0-88740-954-7 |language=en}}

==External links== {{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 WP:ELMINOFFICIAL, choose one official website only --> {{Finance links | name = Mattel | symbol = MAT | sec_cik = 63276 | yahoo = MAT | google = MAT }}

{{Mattel}} {{Action figures}} {{Superhero toy lines}} {{Tabletop game industry}} {{S&P 400 companies}} {{Authority control}}

Category:Mattel Category:1945 establishments in California Category:1960s initial public offerings Category:American companies established in 1945 Category:Card game publishing companies Category:Companies based in El Segundo, California Category:Companies formerly listed on the New York Stock Exchange Category:Companies in the S&P 400 Category:Companies listed on the Nasdaq Category:Corporate scandals Category:Doll manufacturing companies Category:Game manufacturers Category:Manufacturing companies based in Greater Los Angeles Category:Multinational companies headquartered in the United States Category:Toy brands Category:Toy companies established in 1945 Category:Toy companies of the United States Category:Warburg Pincus companies