case study of Mattel, Inc.

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case study of Mattel, Inc.

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History of Mattel

Mattel, Inc. is one of the world’s leaders in the design, manufacture, and marketing of children’s toys. In 1945, Harold Matson and Elliot Handler combined their names and their ideas to from Mattel. The company’s emphasis switched to toys due to the success of the dollhouse furniture. Replica rifles and guns that were prevalent on television during the 1950s followed the musical toy success. At the end of 1950s, Mattel made the move that would establish it at the forefront of the toy industry. After seeing her daughter’s fascination with cutout paper dolls, Ruth suggested that a three-dimensional doll should be produced so that young girl could live out her dreams and fantasies. This doll was named “Barbie,” the nickname of Ruth and Elliot Handler’s daughter.

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