Mattel — America's #1 toys

Brand history 

Mattel is a multinational toy manufacturing company from America. Founded in 1945. The Handler couple (also the founders) planned to design lamps, but took up furniture instead. The business began with the production of photo frames made of wood and plastic. Using those same materials, Elliot made furniture for dolls. In 1946, production was reoriented toward clothing, cosmetics, and furniture items for dolls, and the first children's toys were released — "Birdy Bank" and "Make-believe Makeup set".

A small Hawaiian guitar became a hit, which helped attract large orders. In 1948, the Handlers moved to California and began designing a music box with a unique mechanism. 

In 1955, the brand's turnover amounted to $5 million/year. At the same time, Mattel decided on another forced march — a TV advertising campaign was launched. It was risky, since this type of advertising had not previously been used for children's goods. In addition, the investment amounted to $500 thousand, i.e. all available money. But the risk was justified, and parents could not resist children who wanted Mattel toys.

A couple of years later, the company, focusing on Westerns and their popularity, introduced exact copies of Western weapons and holsters. Sales rose to $9 million, and in 1958 to $14 million. In 1959, the Barbie doll appeared — the most widespread toy of all time (1st place in sales). It was named after the Handlers' daughter Barbara. Barbie became so famous that fan clubs appeared for her. In 1968, the number of fans reached 1.5 million. Ken, Barbie's boyfriend, appeared in 1961 (named after the founders' son). The company went public on the NYSE (New York Stock Exchange) in 1963, and product sales in 1963-1965 almost quadrupled — from $26 million to $100 million.

The brand's next hit, Mattel Hot Wheels, was released in 1968. At that moment, the company moved to Delaware, and by the beginning of the 1970s it had become the No. 1 children's toy manufacturer. This gave impetus to expanding the product range: purchasing little-known children's goods manufacturers and large show programs for new advertising campaigns.

But not everything went smoothly — in 1970 the Mexican factory suffered from a fire, and because of workers' strikes, management could not provide the necessary level of production. Income fell, which was reflected in the share price. The company's owners began overstating profits — in violation of federal law. In 1980, Mattel almost went bankrupt. But 7 years later, John Amerman became the company's CEO. He abandoned many toys and focused on Barbie and Mattel Hot Wheels. The contract with Disney was also renewed, managers' salaries were reduced, and gradually the brand regained financial stability.

What you can buy on the official Mattel website

Mattel offers the best toys in the USA. The company manufactures and sells products from more than 50 brands. Products for children are available directly from the manufacturer, including:

• Jurassic World — dinosaurs (from miniature to very large), as well as car models from the movie "Jurassic World", favorite characters, masks;
• Disney Planes — airplane models from Disney cartoons;
• Polly Pocket — toy rooms with design and a doll (beautiful Mattel sets for girls) for only $15;
• Barbie — the #1 doll in the world, more than 350 varieties.
• Mecard — cars with game cards for boys;
• Enchantimals — doll sets and their fantastic animals;
• DC Super Hero Girls — girls' favorite characters from the DC cinematic universe (Wonder Woman, Supergirl, Batwoman, and others);
• WWE — a variety of collections with wrestler characters for fans of bright battles;
• Toy Store — favorite characters from the cult cartoon "Toy Story";
• Monster High — fashion dolls from animated series and games;
• Mattel Hot Wheels — a popular car set that has been on sale for more than 50 years.
• Mattel also produces toy lines such as:
• Dolls & Accessories — a doll collection with accessories (cars, clothes, swings, and houses);
• Role Play — a product series for role-playing games (weapons, masks, and musical instruments);
• Party Supplies — party decorations;
• Games&Puzzles — educational card games for preschoolers and their parents;
• Pre School — games for children under 6 + walkers and swings for infants;
• Youth Electronics — electronic toys for teenagers;
• Vehicles — a collection of cars, ships, motorcycles, tanks, and airplanes.

The rich assortment and different product categories for children are aimed at making every child want at least one Mattel toy.

Approximately 50% of Mattel sales come from the 3 best retail chains (in terms of children's toys): Target, Amazon and Walmart. Target is especially convenient for children's shopping — the site has detailed product sorting. Amazon is famous for its wide selection. But it is even easier and cheaper to shop on the manufacturer's official website. Prices there are even lower than at Walmart, and you will have access to exclusive models. The company has several online stores:

• Main website, bringing together all brands; 
• Start shopping with Prostobox.com