Jump to content

Mattel

From Wikipedia, the free encyclopedia

Mattel, Inc.
Formerly
  • Mattel Creations (1945–1952)
TypePublic
IndustryToys and Entertainment
FoundedJanuary 1945; 81 years ago (1945-01), in Los Angeles, California, United States
Founders
HeadquartersEl Segundo, California,
United States
Area served
Worldwide
Key people
Products
List
Brands
Various
RevenueDecrease US$5.35 billion (2025)[6]
Decrease US$546 million (2025)[6]
Decrease US$398 million (2025)[6]
Total assetsIncrease US$6.64 billion (2025)[6]
Total equityDecrease US$2.23 billion (2025)[6]
Number of employees
31,000 (2025)[6]
Divisions
  • Mattel Digital Games
  • Mattel Studios[7]
SubsidiariesMattel163
Website
Footnotes
[8][9]

Mattel, Inc. is an American multinational toy manufacturing and entertainment company headquartered in El Segundo, California. Founded in Los Angeles by Harold Matson, Ruth Handler, and Elliot Handler in January 1945, Mattel has a presence in 35 countries and territories.[10] Its products are sold in more than 150 countries.[11][12]

Mattel is the world's second-largest toy manufacturer by revenue, after the Lego Group.[13][14] 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.[15][16]

History

[edit]

Origins and early years

[edit]

Businessman Harold "Matt" Matson, together with the married couple Ruth Handler and Elliot Handler, founded Mattel as Mattel Creations on January 20, 1945, in a garage in Los Angeles.[17][18] The name "Mattel" is a portmanteau of "Matson" and "Elliot".[b] 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 in 1946, with Ruth taking over his stake.[20] In 1947, Mattel had its first successful toy, a ukulele called "Uke-A-Doodle".[18]

Mattel was incorporated in Hawthorne, California, in 1948.[20] The company started advertising on television when it became the first sponsor of the Mickey Mouse Club series.[21] The Barbie doll debuted in 1959, and it became Mattel's all-time best-selling toy.[22] In 1960, the company introduced Chatty Cathy, a talking doll voiced by June Foray. The doll strongly influenced the toy industry, leading to pull-string talking dolls and similar toys flooding the market throughout the 1960s and 1970s.[20][23] In 1961, Mattel introduced the Ken doll.[24] The company went public in 1960 and was listed on the New York Stock Exchange three years later.

The Barbie Dreamhouse, made from cardboard and paper, was released in 1962.[25] That same year, the company introduced Astronaut Barbie, the first of many space-themed versions of the doll.[26][27] 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.[28] In 1967, Mattel released a set of space-themed toys that included a character named Major Matt Mason.[29]

On May 18, 1968, Mattel introduced the Hot Wheels brand (of scale model cars), which was created by a team that included a car designer and a rocket scientist.[c] That same year, the company introduced Christie, Barbie's friend and the company's first African-American doll.[32] 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" branding to simply "Mattel" and launched its "red sun" logo. Mattel also acquired a series of other companies during the 1960s.[20]

In 1970, Hot Wheels created a sponsorship agreement with drag racing drivers Don "The Snake" Prudhomme and Tom "The Mongoose" McEwen.[33] The racers' cars, a yellow Barracuda and a red Duster, were reproduced as Hot Wheels toys.[33] That same year, Mattel formed a joint-venture film production company, "Radnitz/Mattel Productions", with producer Robert B. Radnitz.[34][35] It later entered a multimillion-dollar partnership with Mehra Entertainment, whose CEO, Dr. Nishpeksh Padmamohan Mehra, became a director of the Barbie film series.[36]

In 1971, Mattel purchased The Ringling Bros. and Barnum & Bailey Circus from the Feld family for $40 million, but it retained the Felds in a management capacity.[37] After experiencing financial difficulties in 1972, Mattel sold the circus corporation, despite its profitability.[38]

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.[20]

After the Handlers

[edit]

Arthur S. Spear, then a vice president at Mattel, took control of the company in 1975 and returned it to profitability in two years.[39] In 1978, the Mattel Children's Foundation was created. Ruth Handler sold her Mattel stock in 1980.[20]

Mattel debuted an electronics line in 1977 with a handheld electronic game. Its success led to the line's expansion with game consoles, and then the line was eventually incorporated in 1982.[40] Mattel Electronics caused Mattel to take a $394 million loss the following year and almost file for bankruptcy.[20]

In 1979, Mattel purchased the Holiday on Ice and Ice Follies shows for $12 million through Feld Productions.[41] That year, Mattel also acquired Western Publishing for $120 million in cash and stock, which it sold to Richard A. Bernstein four years later.[42]

In 1980, Mattel introduced its first Hispanic Barbie doll and its first African-American Barbie doll.[43][44] 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.[45]

The Felds bought the circus (and related companies) in 1982 for $22.8 million.[46]

In the early 1980s, Mattel produced video game systems under its brands and licenses from Nintendo in several countries.[47]

In 1985, the company launched the Barbie "We Girls Can Do Anything" TV advertising campaign to encourage girls to believe in themselves.[48] It also released the CEO / Day-to-Night Barbie to celebrate women becoming CEOs.[49] In 1986, Barbie joined the list of famous people painted by Andy Warhol.[48]

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.[citation needed] However, sales of the Masters of the Universe action-figure line declined, leading to lower revenue in 1987.[50]

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; in 1987, he improved the company's financial performance by focusing on core brands. This strategy was successful, as sales of Barbie dolls and accessories increased from $430 million to almost $1 billion between 1987 and 1992.[20]

Mattel secured licensing and sponsorship rights from The Walt Disney Company in 1988 to create a new line of infant and preschool plush toys, to sponsor attractions, and to develop and sell toys at three Disney theme parks.[20] Mattel also negotiated exclusive rights to sell dolls, stuffed characters, and preschool toys based on Disney characters.[20] On January 31, 1988, Mattel shut down its operations in the Philippines. The company 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.[20] In 1989, Mattel purchased Corgi Toys.[51]

In 1991, Mattel moved its headquarters from Hawthorne to its current location in El Segundo, in Los Angeles County.[52]

Acquisitions: International Games, Fisher-Price, American Girl, Bluebird Toys

[edit]

In 1992, Mattel created its first President Barbie. The Barbie character has run for president seven times since 1992, and an all-ticket version was released in 2016.[53]

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 for the Hot Wheels 5-car pack edition, and the east plant is now the main factory for Barbie dolls.[54]

Mattel entered the gaming business in 1992 by purchasing International Games, creators of Uno and Skip-Bo.[55][56] The company purchased Fisher-Price, Inc. on August 20, 1993, and Tyco Toys, Inc. (owners of the Matchbox and Dinky Toys brands) in 1997.[57] In 1998, Mattel acquired Pleasant Company (creators of the American Girl brand)[20] and Swindon, England-based toymaker Bluebird Toys (along with its most valuable property, Polly Pocket). In the same year, the first American Girl retail store opened for business in Chicago.[58]

In 1997, the Fisher-Price Little People toys underwent a redesign: increased the resemblance to real children with different skin colors; added arms and hands; and added greater detail on the face, hair, and clothes.[59] Also that year, Mattel acquired View-Master,[60] and Hot Wheels partnered with NASCAR drivers Kyle Petty and Jack Baldwin, leading to the production of the first NASCAR-themed vehicles.[61]

In 1998, Mattel donated $25 million to help rebuild the University of California, Los Angeles (UCLA) children's hospital, which was later renamed the UCLA Mattel Children's Hospital.[62] The Barbie doll was inducted into the National Toy Hall of Fame that year.[63] The same year, Mattel purchased Bluebird Toys.[citation needed]

Mattel purchased The Learning Company (formerly SoftKey) in 1999 for $3.5 billion, but sold it the following year at a loss. The company incurred a $430.9 million net loss that year.[20]

On July 21, 1999, Mattel entered into an alliance with Japanese toy and entertainment company Bandai, which would allow Mattel to sell Bandai's toy lines in Latin America while Bandai handled Mattel's products in Japan.[64]

Mattel earned the first grant for the Disney Princess doll license in 2000.[65] In December 2000, Mattel sued Danish-Norwegian Europop band Aqua, claiming that their song "Barbie Girl" violated the Barbie trademark and turned her into a sex object, referring to her as a "blonde bimbo". This lawsuit was rejected two years later.[66]

In 2000, Mattel signed a deal with Warner Bros. to become the master licensee for Harry Potter branded toys.[67] This deal was extended in 2002; Mattel became the master licensee for DC and Looney Tunes toys for all markets except Asia.[68]

In 2001, the first life-sized Hot Wheels car, the Twin Mill, was created.[69] More than twenty life-sized cars were created, and all of them were inducted into the Hot Wheels Garage of Legends.[70]

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.[71] In 2006, Mattel purchased Radica Games.[72]

In 2002, the company closed its last factory in the United States; that factory had originally been part of Fisher-Price's outsourcing of production to China. A chain of events led to the distribution of millions of hazardous toys, including some contaminated with lead.[73] On August 14, 2007, Mattel recalled more than 18 million products, with Louise Story of The New York Times providing close coverage.[74][75][76] Many of these products had surface coatings that contained more than the U.S. legal limit of 0.06% lead by weight.[76] 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.[77] Because of exposed magnets, this recall included 7.1 million Polly Pocket toys produced before November 2006, 600,000 Barbie and Tanner Playsets, 1 million Doggie Daycare, One Piece, and thousands of other toys.[77][dubious – discuss] In 2009, Mattel paid a $2.3 million fine to the U.S. Consumer Product Safety Commission for marketing, importing, and selling noncompliant toys.[78] Mattel was noted for its crisis response by several publications, including PRWeek, the Los Angeles Times, Fortune, and Business Management.[79][80][81]

On January 5, 2009, HIT Entertainment named Mattel's Fisher-Price division as the 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.[82][83]

On September 13, 2009, Mattel's ticker symbol moved from the New York Stock Exchange (NYSE) to the Nasdaq Global Select Market (NASDAQ-GS large cap).[84]

More acquisitions and brand portfolio expansion

[edit]

At the end of 2009, Mattel signed a global licensing agreement with World Wrestling Entertainment (WWE) to produce action figures and play sets along with props such as championship belts and masks, taking over from Jakks Pacific.[85] The first line was introduced in January 2010.[85] Having developed a diverse portfolio of toys in more than 50 global markets and being consistently ranked as the top action-figure property in the United States, Mattel launched multiple collaborations— for example, WWE and Ghostbusters, as well as WWE and Masters of the Universe.[86][87] The partnership deal was extended multiple times, most recently in 2025.[88]

On June 11, 2010, Mattel launched Monster High, a fashion-doll line featuring the teenage children of famous and well-known monsters such as Dracula, Frankenstein, Medusa, Werewolf, and The Mummy.[89][90] This line 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[91][92] and Enchantimals in 2017. In 2011, a life-sized Hot Wheels car set a new world record for a jump made by a four-wheeled vehicle at the 100th anniversary of the Indianapolis 500 (Indy 500) race.[93] The 332-foot jump broke the previous 301-foot record set in 2009.[93]

Mattel agreed to purchase HIT Entertainment from Apax Partners on October 24, 2011, for $680 million; this agreement excluded its share of the PBS Kids Sprout channel (now Universal Kids), which would be completed on February 1, 2012, for $680 million,[94] and be managed under Mattel's Fisher-Price unit.[95] In 2012, Mattel introduced a new doll, Ella, for the Barbie line.[96] The doll was bald, and it was distributed directly through hospitals to children experiencing hair loss because of cancer and other diseases.[96] That same year, Mattel purchased HIT Entertainment.[97] On October 16, 2013, after reports of high profitability, Mattel launched an in-house film studio, Mattel Playground Productions, through which it produced original films, television shows, web series, live events, and games.[98][99]

Fortune Magazine named Mattel one of the top 100 companies to work for in 2013, noting that only 1,292 positions were filled out of 164,045 job applications during the previous year, and that more than 1,000 employees had been with the company longer than 15 years.[100]

On February 28, 2014, Mattel acquired Mega Brands.[101] In February 2015, an upgraded View-Master—to provide a virtual reality (VR) viewing experience—was announced through a partnership with Google Cardboard.[102] On April 16, 2015, Mattel announced a partnership with invention platform Quirky to crowdsource several products.[103]

The next year, Mattel acquired Fuhu—the maker of Nabi tablets and other technology-driven hardware—in a bankruptcy proceeding for $21 million.[104]

Mattel added a princess-themed Barbie line in 2010. Barbie sales plummeted in 2012, prompting a shift away from the Disney Princess line. Mattel had sold only 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 Hasbro's work on Star Wars, which led to a license for the Descendants franchise. 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.[65]

On March 30, 2016, Mattel formed a "senior head" division called Mattel Creations to centralize its multiplatform 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 Mattel Creations the following day.[105] 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.[106]

While formerly associated with content production, as of 2020, Mattel Creations began to operate as an e-commerce and content platform for Mattel, Inc.[107][108] 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.[109] In the same month, the new Basquiat Barbie was introduced, featuring the work of the artist Jean-Michel Basquiat.[110] Mattel also created an online resource, "Mattel Playroom", to provide free games, activities, coloring sheets, do-it-yourself (DIY) project resources for parents/caregivers, and other resources to help families during the COVID-19 pandemic.[111]

Hasbro's attempted takeover and Mattel163

[edit]

Former Google executive Margo Georgiadis was announced as Mattel's CEO on January 17, 2017.[112] On November 10, 2017, The Wall Street Journal reported that Hasbro had made a takeover offer for Mattel,[113][114] with Hasbro worth about $11 billion at the time and Mattel worth about $5 billion.[114] Mattel rejected the offer less than a week later, according to Reuters.[115]

On January 29, 2018, Mattel and NetEase—a Chinese internet technology and video game company—formed a joint-venture mobile publishing and development studio, Mattel163, aimed at creating apps based on Mattel's key brands.[116][117][118] That same year, American Girl released the "Create Your Own" service, allowing children to create a doll from scratch and customize all aspects, including facial features, hair, accessories and outfits, and the doll's favorite places and hobbies.[71]

Company reorganization and production partnerships

[edit]

In January 2015, board member Christopher Sinclair replaced CEO Bryan Stockton, which was followed by two-thirds of senior executives resigning or receiving layoffs.[65]

On April 19, 2018, Mattel named former Maker Studios CEO Ynon Kreiz as chairman and replacement CEO for outgoing CEO Georgiadis, who proceeded to lead Ancestry.com (effective April 26, 2018).[119][120] Two months later, the company laid off 2,200 employees partly because of the liquidation of Toys "R" Us in the U.S.[121] Kreiz started a reorganization of Mattel, which included a new board of directors; in addition, a global franchise management group and executives having entertainment backgrounds were charged with finding new opportunities in existing markets.[122]

On 30 August 2018, Mattel announced the formation of a global franchise management division, to be led by Janet Hsu as chief franchise management officer. The division's mandate was to seek new commercial opportunities, as well as bring together consumer products, content development and distribution, digital gaming, live events, and partnerships. Hsu had previously been the CEO of Saban Brands,[123] where Frederic Soulie last worked before being appointed as senior vice president of content distribution and business development in Mattel's franchise division on September 28, 2018.[124] Hot Wheels celebrated its 50th anniversary the same year by recreating and selling the original 16 Hot Wheels die-cast cars as a set.[125] In September of the same year, the Thomas & Friends franchise announced an alliance with the United Nations to introduce some of the organization's Sustainable Development Goals into the show's content; these goals included quality education, gender equality, clean water and sanitation, sustainable cities and communities, responsible consumption and production, and life on land.[126]

On December 24, 2018, Mattel announced the loss of the DC Comics toy license to Spin Master, starting in the spring of 2020. Mattel's share price hit an 18-year low, closing at $9.25 per share.[127]

Mattel reorganized the Mattel Creations division and renamed it Mattel Television on February 5, 2019; it would be headed by former Disney Branded Television programming executive Adam Bonnett.[128] On June 30, 2020, Fred Soulie was "role-tripled" to general manager and senior vice president of the new division.[129][130]

On March 9, 2019, Mattel celebrated the Barbie doll'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.[131][132] Mattel donated $1 from each doll sale to its Dream Gap Project Fund, which aimed to collaborate with other organizations on ending the problem of girls seeing themselves as less capable than boys.[133]

In June 2019, Mattel released a new Hot Wheels ID line of cars, which contained embedded near-field communication (NFC) chips, so that customers could scan the cars and then build tracks, race cars, and view race statistics in combined digital and physical play.[134] On December 16, Mattel released an update that allowed children to scan their cars into an app and then access different coding exercises.[135] On August 19, 2019, Mattel announced a reboot of the He-Man and the Masters of the Universe brand, including new toy lines and brand extensions, a new comic book series, and a Netflix series.[136]

In October 2019, Mattel released the toy line Hot Wheels Monster Trucks, which included a full line of die-cast vehicles and a national live-event tour, Hot Wheels Monster Trucks Live.[137] The company also released a line of gender-neutral dolls called the "Creatable World".[138] Mattel Children's Foundation announced and organized its second annual "Global Day of Play"—a company-wide community service initiative that focused on working with nonprofits and organizations globally to provide children a day that was focused on the impact of play.[139]

Warner Music Group's Arts Music division arranged to become the distributor of Mattel's music catalog on May 1, 2020.[140][141][142] Arts Music planned to make available hundreds of previously unreleased songs and new songs for existing brands, starting with the May 8th digital launch of the Thomas & Friends birthday album;[143] this was managed by ADA Worldwide under the pseudonym label "Mattel–Arts Music".[144] Also in May 2020, Mattel announced an initiative known as "Play it Forward" that focused on using Mattel brands to give back to the community.[145] The first Play it Forward program was #ThankYouHeroes, which included a collection of action figures and Little People characters who represented people who worked essential jobs during the COVID-19 pandemic—such as doctors, nurses, emergency medical technicians (EMTs), and delivery drivers.[145] On October 15, 2020, Mattel celebrated Fisher-Price's 90th anniversary by creating the virtual Toy Museum, which featured more than 90 different exhibits created by artist, set designer, and photographer Leila Fakouri.[146] Mattel Creations was also launched that month: it is an e-commerce and content platform.[107] It features limited-edition, curated items made in collaboration with pop-culture artists.[107] The site's inaugural collection included the Artist Collaboration Collection, featuring the brands Barbie, Masters of the Universe, Hot Wheels, and Magic 8 Ball,[107] as well as artists Gianni Lee, Cristina Martinez, Travis Ragsdale, and Distortedd.[147]

On October 12, 2020, Mattel greenlit more than 140 new episodes and two specials for the Thomas & Friends franchise, in partnership with Corus Entertainment's Nelvana Studios.[148] However, Mattel retooled the project into a traditionally animated reboot titled Thomas & Friends: All Engines Go, which began on September 13, 2021.[149] That reboot ended the show after 24 series/seasons over 37 years.[original research?]

On November 20, 2021, Mattel launched a non-fungible token (NFT) marketplace to allow fans to purchase digital collectibles for its flagship brands Barbie and Hot Wheels.[150][151][152]

Mattel again became the licensed doll maker for Disney Princess in January 2022, replacing Hasbro.[153][154] The newest collection of dolls was available for purchase in January 2023.[155][156]

On April 5, 2022, the Mattel board of directors, led by its CEO, Ynon Kreiz, named the company's chief commercial officer, Steven Totzke, as company co-president with Richard L. Dickson, alongside Totzke's original post; he would continue to report to Kreiz as before.[1][2][3][4][5]

On May 25, 2022, Mattel launched the first transgender Barbie doll, inspired by Laverne Cox.[157] In the same year, MINISO Group Holding Limited began its partnership with Mattel to produce Barbie-themed products, as well as 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 U.S., coinciding with the theatrical release of the film Barbie. The products were launched in several locations, including the following: MINISO headquarters in Guangzhou; MINISO's flagship stores in Changsha and Hanoi, Vietnam;[158] the Chinese Mattel branch offices in Shanghai and Foshan; MINISO's flagship stores in Irvine Spectrum and Times Square; and Mattel's headquarters in El Segundo, California.[159][160][161]

In April 2023, Mattel introduced a Barbie doll with Down syndrome in collaboration with the National Down Syndrome Society (NDSS);[162] the company continued to expand its Barbie line to include more dolls representing people with Down syndrome and vision impairments in 2024. This initiative was part of Mattel's efforts to promote diversity and inclusivity, representing a wider range of children in its toy lines. In the same year, MINISO Group Holding Ltd. acquired a percentage of Mattel's shares, after successfully releasing the Barbie-themed collaboration products starting in 2023, as part of the Mattel-MINISO intellectual property (IP) partnership. The acquisition was officially announced at the Barbie 65th-anniversary celebration in April 2024, after the opening of the company's largest Barbie-themed store in Malaysia on March 30, 2024 (located at Berjaya Times Square in Kuala Lumpur).[163][164]

In July 2024, Mattel was approached by the private equity firm L Catterton with an offer for a total buyout acquisition. This offer was ultimately declined.[165] Also in July 2024, Mattel released a Sue Bird doll as part of the Barbie 65th-anniversary celebration, coinciding with the launch of the new "Give Limitless Possibilities" campaign for Barbie.[166][167]

In November 2024, it was discovered on the social network X (formerly Twitter) that a brand of Wicked-themed dolls produced by the company inadvertently linked to an adult website instead of the website for the Wicked movie.[168][169] Mattel apologized for the error, and it asked parents who had bought products with the incorrect website to destroy the packaging.[170] Earlier the same year, one of the film's songs—Ariana Grande's version of "Popular"—was leaked via Mattel-produced singing dolls, causing a minor backlash.[171][172]

In December 2024, Mattel released the Barbie Deluxe Style line, which focused heavily on the Barbiecore trend and Glam aesthetics. This line was released on the Mattel Creations website.[citation needed]

In May 2025, Mattel released the first Mattel Brick Shop building set, in collaboration with the Hot Wheels brand.[173]

On June 2, 2025, Mattel announced the combining of its audiovisual production divisions, Mattel Films and Mattel Television (internally known as Mattel Television Studios), into a successor division named Mattel Studios, which would perform both functions; these divisions were discontinued as separate units within the company.[7][174][175][176] This combination could be seen as a revival of the brand (and banner) that Mattel used occasionally between 2011 and 2013, in place of the main corporate logo in the closing credits of media products for the Monster High, Ever After High, and Polly Pocket franchises. Consequently, productions in development at both Mattel Films and Mattel Television would be absorbed into (or transferred to) the new division. Along with the announcement, Mattel promoted and transferred the head of its filming division (Mattel Films), Robbie Brenner, to the new division as president and chief content officer. Mattel Studios also named former Legendary Entertainment executive vice president of television and digital media, Jennifer Breslow, as the head of its television section; Mattel also named 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 were expected to report to Brenner on Mattel's future media decisions.[7][174][175][176]

On July 8, 2025, Mattel launched the first Barbie doll with type-1 diabetes, along with two new dolls: Peloton fitness instructor Robin Arzon from the U.S., and model Lila Moss from the UK.[177][non-primary source needed]

In February 2025, Mattel reacquired the global license to produce DC Comics-themed toys, including action figures and play sets, through a multi-year agreement with Warner Bros. Discovery that begins during the second half of 2026.[178][179] On August 14, Mattel launched a One-of-a-Kind Barbie Doll to celebrate its 80th anniversary, coinciding with the 80th anniversary of the Independence of Indonesia.[180]

In 2025, Mattel announced that it was adding a Ken doll modeled after LeBron James to its Barbie toy line. The doll was an inch taller than a standard Ken doll.[181]

In February 2026, Paramount named Mattel as its master toy licensee for Paramount's Teenage Mutant Ninja Turtles franchise, thereby replacing the company Playmates Toys.[182] That same month, Mattel announced the acquisition of NetEase's stake in the Mattel163 game development company for $159 million.[183] This acquisition granted Mattel full ownership of the business following previous collaboration with NetEase on the development studio. The transaction was expected by the end of the first quarter in 2026.[184]

Media and entertainment ventures

[edit]

Mattel has a history of media engagement since its beginning, through advertising products from its brands including Barbie, Monster High, and Polly Pocket; however, the venture into full-time entertainment began in May 1970, when the company partnered with producer Robert B. Radnitz to form a joint-venture film production company, "Radnitz/Mattel Productions".[34] The franchise Masters of the Universe and its lead character He-Man had a cartoon series which was released between 1983 and 1985, and this series was followed by a live-action film in 1987.[185] In 1986, Mattel launched a television syndication unit, MTS Entertainment, headed by John M. Weens, to distribute the syndicated television show Captain Power and the Soldiers of the Future.[186]

The fashion-doll series, My Scene, with Mattel's flagship Barbie brand, launched in 2002 and soon involved a film franchise of DVD-exclusive/direct-to-DVD animated films. Polly Pocket had been created by Chris Wiggs in 1983 as a personal toy for his daughter Kate; starting in 1989, it was housed at Bluebird Toys, which Mattel acquired in 1998, and also followed suit.

With Lionsgate Studios, in addition to Lionsgate's acquired and merged companies Artisan Entertainment and Family Home Entertainment, Mattel's flagship Barbie brand was adapted into a series of successful animated direct-to-video films, which were transferred to Universal Pictures in late 2006. As of September 2021, the series has been jointly handled by Mill Creek Entertainment and NCircle Entertainment, with the latter solely for American retailers.[187][188][189][190][191] Monster High followed Barbie some months after its launch in 2010,[192] and many films were made based on the American Girl doll.[192]

Mattel agreed to purchase HIT Entertainment without a stake in the Sprout TV channel (formerly PBS Kids Sprout and later Universal Kids) from Apax Partners on 25 October 2011, for $680 million;[83] this purchase closed on February 1, 2012,[94] making it part of Mattel's Fisher-Price division. HIT Entertainment was absorbed into Mattel Creations (later Mattel Television) in 2016, with HIT Entertainment's brands shared equally between HIT Entertainment and Mattel Films when the latter was formed on September 6, 2018.

On October 16, 2013, after reports of high profitability, Mattel launched an in-house film studio, Mattel Playground Productions (shortened to Mattel PGP or just PGP); the studio's purpose was to handle multimedia production and foster creative storytelling for Mattel's brands for global multiplatform distribution.[98][99][192]

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, as well as centralize Mattel's multimedia content output.[105] Mattel Playground Productions was revived as Mattel Films on September 6, 2018; it was based solely on the company's brands, unlike its predecessor.[193][194] The 2023 film Barbie was the first film released by Mattel Films. Mattel reorganized Mattel Creations, renaming it Mattel Television on February 5, 2019; the company hired former Disney Branded Television programming executive Adam Bonnett as its head.

Mattel announced that it started constructing the Mattel Adventure Park in Glendale, Arizona. The 9-acre park would feature popular Mattel brands, including Barbie, Hot Wheels, Thomas & Friends, and Uno. The park would have multiple themed roller-coaster rides, among other attractions.[195] The park is expected to open in 2027.[196]

Mattel announced a new game called Pictionary Vs. AI in September 2023. It is a version of the visual guessing game Pictionary where an AI model performs all of the guessing. A smartphone is used as the medium for the game. Players pull cards that assign a given word, and then the players sketch that word's meaning before letting AI guess what they have sketched.[197]

Mattel announced plans to develop indoor water parks, called Mattel Wonder, in November 2025.[198]

Mattel Digital Gaming

[edit]

Mattel has expanded its presence in digital gaming, including video games, mobile games, NFTs, and Web3.[199][200]

In 2017, Mattel and tech startup Osmo launched MindRacer, a Hot Wheels racing game for the iPad tablet computer.[201][202]

The first game that Mattel released, Uno!, was originally launched for the Facebook Instant Games platform; this game was later available for the iOS and Android platforms.[203][204]

Mattel's other mobile and video games include the following:

In 2026, Mattel acquired full ownership of Mattel163.[212] In August, the company announced the formation of Mattel Game Studios, a digital game development and publishing division within Mattel Digital Studios.[213] Based in Los Angeles and Hangzhou, a team of approximately 300 employees develops, publishes, and operates games based on Mattel brands for mobile devices and creator platforms.[213]

Hot Wheels

[edit]

In September 2021, Mattel and developer Milestone released Hot Wheels Unleashed on the PC, PS4, PS5, Xbox One, Xbox Series X|S, and Nintendo Switch platforms.[214] In this arcade-style racing game, based on the Hot Wheels toy line, players race customizable Hot Wheels cars in everyday settings such as kitchens and bedrooms.[215] Players had the opportunity to submit their car designs in the "Hot Wheels Unleashed Design Battle"; the winning design was used to create a Hot Wheels toy available for purchase in December 2022.[216][217] The contest ran between January 2022 and February 2022. More than 10,000 livery designs (i.e., custom paint/decal designs) for the Hot Wheels Rodger Dodger die-cast model were submitted using the in-game Livery Editor. The winning design was transformed into a real toy made available for purchase globally in December 2022.[218][219]

In June 2022, Hot Wheels partnered with the Forza Horizon 5 video game to introduce a Hot Wheels expansion pack in-game.[220][221]

He-Man and the Masters of the Universe

[edit]

In April 2022, Mattel launched a new game on the Roblox platform inspired by the He-Man and the Masters of the Universe toy line and the 2021 Netflix series.[222][223] Developed by the company Gamefam, 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 platforms.[224][225][222][226] In December 2022, Mattel made three Masters of the Universe characters available for purchase on Rec Room, a virtual-reality multiplayer online game.[227][228] 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 platforms.[229][230][231] Mattel and video game developer Mediatonic later released Masters of the Universe figurines in the style of Fall Guys.[232][233][234]

Barbie and Polly Pocket

[edit]

In September 2022, Mattel's Barbie and Polly Pocket characters became available in Roblox's Livetopia, an open-ended role-playing video game.[235][236][237] Players also had the chance to explore Barbie's Dreamhouse, in honor of the toy's 60th anniversary.[238][236][237] It was announced that a Barbie-themed game called Barbie DreamHouse Tycoon would be coming to Roblox. Players could customize their characters and houses, as well as play career-themed games.[239]

Minecraft

[edit]

In January 2023, Mattel, Mojang Studios, and Cyclone Designs released the Minecraft Creator Series Camp Enderwood downloadable content (DLC) map, in addition to the new Minecraft toy line released the previous year.[240][241][242] In Camp Enderwood, a free download from the Minecraft Marketplace, players engage in a summer camp experience with activities such as fishing and hiking.[242][243]

Fortnite

[edit]

In 2025, Mattel began launching themed multiplayer games on the Fortnite platform, starting with Monster High.[244]

Roblox

[edit]

Since releasing He-Man and the Masters of the Universe in 2022,[223] Mattel has released additional titles on the Roblox platform, including Monster High in 2025 and Uno: Bridge Clash in 2026.[244]

See also

[edit]

Notes

[edit]
  1. ↑ Attributed to multiple references:[1][2][3][4][5]
  2. ↑ Former chairman and CEO of Mattel Bob Eckert said in 2013 that the founders could not fit Ruth's name into the company name.[19]
  3. ↑ Attributed to multiple references:[20][30][31]

References

[edit]
  1. 1 2 "Mattel Promotes Steve Totzke to President and Chief Commercial Officer" (Press release). Mattel. April 5, 2022. Archived from the original on July 19, 2022. Retrieved June 1, 2022.
  2. 1 2 "Mattel Promotes Steve Totzke to President and Chief Commercial Officer". License Global. Informa. April 5, 2022. Retrieved June 1, 2022.
  3. 1 2 "Mattel Promotes Steve Totzke to President and Chief Commercial Officer". Licensing International. April 5, 2022. Retrieved June 1, 2022.
  4. 1 2 "Mattel Promotes Steve Totzke to President and Chief Commercial Officer". Business Wire. April 5, 2022. Retrieved June 1, 2022.
  5. 1 2 "Pepperdine Graziadio Alumnus Steve Totzke Named Mattel's President and Chief Commercial Officer | Newsroom". Graziadio Business School. Pepperdine University. April 7, 2022. Retrieved June 1, 2022.
  6. 1 2 3 4 5 6 "2025 Annual Report (Form 10-K)". U.S. Securities and Exchange Commission. February 23, 2026.
  7. 1 2 3 "Mattel Combines Film and Television Units to Create Mattel Studios under the Leadership of Robbie Brenner; Appoints Three Entertainment Executives to Key Roles". Mattel News. June 2, 2025. Retrieved June 3, 2025.
  8. ↑ "Annual Report (Form 10-K)". U.S. Securities and Exchange Commission. March 15, 2024. Retrieved March 16, 2024.
  9. ↑ Chang, Andrea (July 23, 2011). "Elliot Handler dies at 95; co-founder of Mattel, inventor of Hot Wheels". Los Angeles Times. Retrieved May 25, 2021.
  10. ↑ Chang, Andrea (July 27, 2011). "Obituary: Elliot Handler / Man behind Mattel, Hot Wheels". Pittsburgh Post-Gazette. Retrieved April 20, 2021.
  11. ↑ "About Mattel". Mattel Corporate. Retrieved November 2, 2020.
  12. ↑ "Mattel, Inc. Company Profile". MarketLine. November 25, 2014. Archived from the original on January 7, 2023. Retrieved January 2, 2017.
  13. ↑ "Lego Surpasses Mattel As World's Largest Toymaker". Zacks Investment Research. Archived from the original on January 15, 2018. Retrieved January 15, 2018.
  14. ↑ Carnevale, Chuck. "A Full Toy Chest Makes Mattel A Buy For Growth And Income Investors". Forbes. Archived from the original on February 2, 2017. Retrieved January 1, 2017.
  15. ↑ Foster, Elizabeth (January 27, 2021). "Barbie named NPD's top global toy property for 2020". Kidscreen. Brunico Communications. Retrieved October 14, 2021.
  16. ↑ Karaca, Kristine; Kazakos, Niki (February 2, 2022). "Barbie Named 2021 Top Global Toy Property of the Year, Per NPD". Mattel Corporate. Retrieved February 6, 2022. ...and its Hot Wheels Singles 1/64 Assortment was named the 2021 global top-selling toy of the year...
  17. ↑ "Our Story". Mattel Creations. Retrieved November 4, 2021.
  18. 1 2 "History | Mattel, Inc". Mattel Corporate. Retrieved November 4, 2020.
  19. ↑ History of Mattel by Robert Eckert. YouTube. September 9, 2012. Event occurs at 2:10.
  20. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 "Mattel, Inc. History". International Directory of Company Histories. Vol.61. St. James Press (2000). Archived from the original on June 2, 2014. Retrieved May 7, 2014.
  21. ↑ "Corporations: All's Swell at Mattel". Time. October 10, 1962. ISSN 0040-781X. Retrieved July 15, 2021.
  22. ↑ "Ruth Mosko Handler unveils Barbie Doll". Jewish Women's Archive. Retrieved March 8, 2014.
  23. ↑ Hines, Ree (July 27, 2017). "June Foray, voice of Bullwinkle's Rocky and many more, dies at 99". Today. Retrieved August 26, 2021.
  24. ↑ "Barbie's friend Ken celebrates a milestone birthday: 60". KWQC TV 6. March 12, 2021. Retrieved May 1, 2021.
  25. ↑ Schlossberg, Mallory (November 22, 2017). "See the Evolution of the Barbie Dreamhouse". Redbook. Retrieved July 2, 2021.
  26. ↑ "Barbie in Space: Iconic Doll's Astronaut Looks (Photos)". Space.com. August 5, 2013. Retrieved July 29, 2021.
  27. ↑ Holland, Brynn (March 8, 2019). "Barbie Through the Ages". HISTORY. Retrieved July 29, 2021.
  28. ↑ Townsend, Allie (February 16, 2011). "All-TIME 100 Greatest Toys: See 'N Say". Time. Archived from the original on June 23, 2016. Retrieved June 6, 2016.
  29. ↑ Lesaffre, Sévan (September 11, 2019). "Major Matt Mason : Tom Hanks campera le jouet dans un film écrit par Akiva Goldsman". CineChronicle (in French). Retrieved July 29, 2021.
  30. ↑ Miller, Aaron (January 8, 2015). "16 Things You Didn't Know About Hot Wheels". Thrillist. Retrieved August 26, 2021.
  31. ↑ "Mattel's Hot Wheels History – Where It All Started". Hot Wheels Centric. Retrieved August 26, 2021.
  32. ↑ Talia Lakritz. "Here's what Barbie looked like the year you were born". Business Insider. Archived from the original on January 1, 2026. Retrieved January 1, 2026.
  33. 1 2 Huffman, John Pearley (August 5, 2012). "A Rivalry That Helped Turn a Pastime Into a Profession". The New York Times. ISSN 0362-4331. Retrieved October 21, 2021.
  34. 1 2 Knapp, Dan (May 21, 1970). "Mattel, Radnitz Join Hands". Los Angeles Times. El Segundo, Los Angeles County, California. p. F13. ProQuest 156485316. Archived from the original on October 1, 2017.
  35. ↑ "Very brief history of Mattel". Dustin's Video Game Archives. Retrieved June 15, 2021.
  36. ↑ "Intellivision". DUSTIN'S RETRO GAMING ARCHIVE.
  37. ↑ Langdon, Dolly (May 12, 1980). "Lord of the Rings Irvin Feld Has Made a Fading Circus the Greatest Show on Earth Again". People. Archived from the original on September 20, 2015. Retrieved February 16, 2022.
  38. ↑ Brown, Lonnie; Fiero, Peter (December 19, 1973). "Mattel Selling Circus World". Lakeland Ledger; aggregated by Google News. Vol. 67, no. 64. The New York Times Company. pp. 1A, 7A. Archived from the original on October 19, 2015. Retrieved August 4, 2015.
  39. ↑ "Mattel Inc". Encyclopedia.com. Retrieved November 11, 2021.
  40. ↑ Barton, Matt; Loguidice, Bill (May 8, 2008). "A History of Gaming Platforms: Mattel Intellivision". Gamasutra. pp. 1, 3. Archived from the original on January 13, 2019. Retrieved November 5, 2015.
  41. ↑ Dale, Steve (January 20, 1995). "Snow White And Greenbacks". Chicago Tribune. Archived from the original on September 14, 2015. Retrieved February 15, 2022.
  42. ↑ "Western Publishing Group, Inc. History". International Directory of Company Histories. Vol.13. St. James Press (2000). Archived from the original on July 24, 2012. Retrieved November 5, 2015.
  43. ↑ "Fisher-Price turns 90 + your chance to WIN". BabyYumYum South Africa. July 17, 2020. Archived from the original on November 23, 2021. Retrieved November 23, 2021.
  44. ↑ Conklin, Lisa Marie (May 10, 2022). "What Barbie Looked Like the Decade You Were Born". Reader's Digest.
  45. ↑ "Masters Of Your Bank Account: The 15 Most Expensive He-Man Toys Ever". Comic Book Resources. September 10, 2017. Retrieved December 12, 2021.
  46. ↑ "Feld Family Buys Ringling Bros". The New York Times. March 19, 1982. Archived from the original on December 11, 2008. Retrieved February 15, 2022. 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.
  47. ↑ "Nintendo Entertainment System (Mattel Version) - Game Console - Computing History". www.computinghistory.org.uk. Retrieved June 21, 2026.
  48. 1 2 Barbie (March 2019). "60 things you didn't know about Barbie". Now To Love. Retrieved December 16, 2021.
  49. ↑ Conklin, Lisa Marie (October 21, 2021). "What Barbie Looked Like the Decade You Were Born". Reader's Digest. Retrieved December 16, 2021.
  50. ↑ "MOTU Wave 6 – 1987". October 5, 2020. Retrieved September 15, 2025.
  51. ↑ "COMPANY NEWS; Mattel Sets Deal". The New York Times. December 19, 1989. Archived from the original on August 4, 2016. Retrieved June 6, 2016.
  52. ↑ "Mattel Toys to Move Its Headquarters to El Segundo Site". Los Angeles Times. September 20, 1989. ISSN 0458-3035. Archived from the original on March 12, 2017. Retrieved February 16, 2022.
  53. ↑ Kurtzleben, Danielle (July 30, 2020). "An Oral History Of How Barbie Lost The Presidency Yet Again". NPR. Retrieved August 1, 2020.
  54. ↑ "Mattel Indonesia Celebrates its 30th Anniversary and Inaugurates Plant Expansion". corporate.mattel.com. Retrieved July 8, 2025.
  55. ↑ "Mattel to buy International Games". UPI. January 23, 1992. Archived from the original on November 29, 2018. Retrieved November 29, 2018.
  56. ↑ "Uno". National Toy Hall of Fame. Archived from the original on September 3, 2021. Retrieved September 3, 2021.
  57. ↑ Walters, Donna K. H. (August 20, 1993). "Mattel to Buy Fisher-Price in $1-Billion Deal". Los Angeles Times. Retrieved September 17, 2021.
  58. ↑ Jones, Chris (November 29, 2018). "How American Girl Place was a first in Chicago — and way ahead of its time". Chicago Tribune. Retrieved December 9, 2021.
  59. ↑ Lammie, Rob (July 26, 2010). "A Brief History of Fisher-Price Little People". Mental Floss. Retrieved March 30, 2022.
  60. ↑ Arce, Nicole (February 14, 2015). "View-Master History: From Sawyers, Mattel To The Age Of Virtual Reality". Tech Times. Retrieved December 1, 2022.
  61. ↑ "Simple toy has evolved into a true lifestyle brand". The Florida Times-Union. June 1, 2018. Retrieved March 30, 2022.
  62. ↑ Liu, Yiling (March 13, 2017). "Toy company Mattel donates $50 million to UCLA children's hospital". Daily Bruin. Retrieved May 5, 2022.
  63. ↑ Martinez, Edecio (November 19, 2012). "National Toy Hall of Fame". CBS News. Retrieved May 5, 2022.
  64. ↑ Ashdown, Simon (August 1, 1999). "Mattel and Bandai join forces". Kidscreen. Retrieved June 10, 2026.
  65. 1 2 3 Suddath, Claire (December 17, 2015). "The $500 Million Battle Over Disney's Princesses". Bloomberg Businessweek. Bloomberg, L.P. Archived from the original on February 8, 2017. Retrieved February 18, 2016.
  66. ↑ "Barbie loses battle over bimbo image". BBC News. July 25, 2002. Archived from the original on July 6, 2007. Retrieved August 8, 2007.
  67. ↑ Bannon, Lisa; Lippman, John (February 11, 2000). "Mattel and Hasbro get licenses for characters from Harry Potter". The Wall Street Journal. Archived from the original on December 15, 2017. Retrieved June 1, 2022.
  68. ↑ Bates, James (July 9, 2002). "Mattel, Warner Bros. in Licensing Deal". Los Angeles Times. Archived from the original on September 24, 2015. Retrieved February 16, 2022.
  69. ↑ Zepeda, Danny (November 25, 2017). "These three classic real-life Hot Wheels will take you back to your childhood". TechnoBuffalo. Retrieved June 6, 2022.
  70. ↑ "The Hot Wheels™ Legends Tour is Back". The Lima News. March 18, 2021. Archived from the original on April 13, 2021. Retrieved June 6, 2022.
  71. 1 2 Schild, Darcy (September 21, 2020). "How the American Girl toy empire has changed over time, from its iconic historical characters to dolls with modern stories". Insider. Retrieved June 2, 2022.
  72. ↑ "Mattel Inc.: Investor Relations". shareholder.com. October 3, 2006. Archived from the original on October 17, 2007. Retrieved October 21, 2023.
  73. ↑ "Fisher-Price recalls almost one million toys". CTV News. July 2, 2011. Archived from the original on July 2, 2011. Retrieved June 9, 2011.
  74. ↑ Barboza, David; Story, Louise (July 26, 2007). "Toymaking in China, Mattel's Way". The New York Times. ISSN 0362-4331. Archived from the original on February 2, 2017. Retrieved July 4, 2015.
  75. ↑ Story, Louise (August 28, 2007). "Mattel shifts into crisis mode after quality problems". The New York Times. Archived from the original on October 1, 2017. Retrieved October 1, 2022.
  76. 1 2 Story, Louise (August 2, 2007). "Lead Paint Prompts Mattel to Recall 967,000 Toys". The New York Times. ISSN 0362-4331. Archived from the original on January 29, 2017. Retrieved July 4, 2015.
  77. 1 2 "Mattel to announce toy recall". Mattel.com Services. Archived from the original on July 14, 2011. Retrieved June 9, 2011.
  78. ↑ Kavitanz, Parija. "Mattel fined $2.3 million over lead in toys". CNN Money. Archived from the original on August 3, 2009. Retrieved November 8, 2013.
  79. ↑ Lewis, Tanya. "Mattel tackles crisis with solid comms". PRWeek. Archived from the original on July 5, 2015. Retrieved July 4, 2015.
  80. ↑ Goldman, Abigail; Reckard, E. Scott (August 18, 2007). "Tactics differ for 2 firms in crises". Los Angeles Times. ISSN 0458-3035. Archived from the original on February 10, 2017. Retrieved July 4, 2015.
  81. ↑ Yang, Jia Lynn (January 22, 2008). "Mattel's CEO Recalls a Rough Summer". CNN Money. Archived from the original on May 12, 2014. Retrieved August 11, 2016.
  82. ↑ Moody, Annemarie (January 5, 2009). "Fisher-Price Gets Thomas & Friends License". Animation World Network. Retrieved January 11, 2025.
  83. 1 2 Kell, John (October 25, 2011). "Mattel to Buy HIT Entertainment". The Wall Street Journal. Archived from the original on July 9, 2017. Retrieved April 8, 2013.
  84. ↑ "Mattel to Move to Nasdaq". September 13, 2009.
  85. 1 2 "Mattel and WWE (R) Launch Toy Line Worldwide". CNW Group. January 15, 2010. Retrieved July 26, 2025.
  86. ↑ Graser, Marc (February 14, 2014). "Mattel Signs New Five-Year Deal to Produce WWE Toys (EXCLUSIVE)". Variety. Retrieved July 26, 2025.
  87. ↑ "WWE, Mattel Extend Global Partnership". Licence Global. October 21, 2021. Retrieved July 26, 2025.
  88. ↑ "Mattel and WWE® Renew Global Licensing Partnership". WWE Corporate. April 14, 2025. Retrieved July 26, 2025.
  89. ↑ Nicholasi, Paul (June 11, 2010). "Mattel Launches Monster High". Dread Central. Retrieved July 1, 2014.
  90. ↑ Chang, Andrea (August 13, 2010). "Watch out, Barbie: Mattel's edgy Monster High is in session". Los Angeles Times. Retrieved September 23, 2021.
  91. ↑ "Mattel Announces the Global Launch of Ever After High™". Mattel Investors. October 28, 2013. Archived from the original on November 7, 2021. Retrieved November 4, 2020.
  92. ↑ Dickson, Jeremy (October 28, 2013). "Mattel's Ever After High launches globally". Kidscreen. Brunico Communications. Retrieved November 4, 2020.
  93. 1 2 Malinowski, Erik (May 31, 2011). "Video: Life-Size Hot Wheels Car Completes World Record Jump". Wired. ISSN 1059-1028. Retrieved June 22, 2022.
  94. 1 2 Szalai, George (January 31, 2012). "Mattel's Acquisition of 'Thomas & Friends' Maker HIT Entertainment to Close on Wednesday". The Hollywood Reporter. Archived from the original on February 4, 2020. Retrieved February 15, 2022.
  95. ↑ "Welcome to HiT Entertainment". HiT Entertainment. Archived from the original on October 29, 2013. Retrieved October 28, 2013.
  96. 1 2 "Bald is beautiful: Special Barbie doll 'Ella' inspires kids with cancer". WHNT-TV. July 1, 2014. Retrieved July 6, 2022.
  97. ↑ "Barbie maker Mattel to buy Thomas the Tank Engine owner". BBC News. October 24, 2011. Archived from the original on October 27, 2013. Retrieved October 25, 2011.
  98. 1 2 Goldman Getzler, Wendy (October 16, 2013). "With profits up, Mattel launches in-house studio Playground Productions". Kidscreen. Archived from the original on September 8, 2018. Retrieved September 7, 2018.
  99. 1 2 Graser, Marc (November 5, 2013). "Mattel's Bold Plan to Take Control Back From Hollywood". Variety. Penske Media Corporation. Archived from the original on May 8, 2014. Retrieved May 7, 2014.
  100. ↑ "Mattel – Best Companies to Work For 2013". Fortune. CNN Money. February 4, 2013. Archived from the original on January 20, 2013. Retrieved July 10, 2013.
  101. ↑ Solomon, Brian (February 28, 2014). "Jealous Barbie: Mattel Comes After Lego With Mega Bloks Purchase". Forbes. Archived from the original on March 7, 2014. Retrieved March 5, 2014.
  102. ↑ Arce, Nicole (February 14, 2015). "View-Master History: From Sawyers, Mattel To The Age Of Virtual Reality". Tech Times. Retrieved August 18, 2022.
  103. ↑ Kokalitcheva, Kia (April 16, 2015). "Quirky and Mattel join forces to crowdsource the next hit toy". Fortune. Archived from the original on July 6, 2015. Retrieved June 1, 2022.
  104. ↑ Blakely, Lindsay (January 21, 2016). "Mattel Buys Fuhu Out of Bankruptcy for $21.5 Million". Inc.com. Archived from the original on April 24, 2016.
  105. 1 2 Tartaglione, Nancy (March 30, 2016). "Mattel Creations Formed To Centralize Toy Giant's Theatrical, TV & Digital Content". Deadline Hollywood. Penske Business Media, LLC. Archived from the original on June 5, 2016. Retrieved June 6, 2016.
  106. ↑ Townsend, Matthew (July 19, 2016). "Mattel Nabs Universal's 'Jurassic Park' Toy License From Hasbro". Bloomberg Businessweek. Archived from the original on July 12, 2017. Retrieved June 1, 2022.
  107. 1 2 3 4 Lidsky, David (October 9, 2020). "Pay $150 for an artist's Magic 8-Ball? For the new Mattel Creations, 'it is certain.'". Fast Company.
  108. ↑ "Mattel Creations Launches | License Global". www.licenseglobal.com. Retrieved October 20, 2023.
  109. ↑ Kolirin, Lianne (April 28, 2020). "Prince Harry records special 'Thomas & Friends' episode". CNN. Retrieved December 8, 2022.
  110. ↑ Holmes, Helen (April 15, 2020). "Somehow, This Basquiat Barbie Doll Actually Makes Sense". The Observer. Retrieved December 21, 2022.
  111. ↑ Santoro, Alessia (April 5, 2020). "Mattel's Online "Playroom" Offers Free Activities, Games, and Parent Resources". POPSUGAR Family. Retrieved January 5, 2023.
  112. ↑ Lublin, Joann S.; Ziobro, Paul (January 17, 2017). "Mattel Names Google Executive Margaret Georgiadis as CEO". The Wall Street Journal. Archived from the original on January 17, 2017. Retrieved January 17, 2017.
  113. ↑ Zaiobro, Paul; Mattioli, Dana (November 10, 2017). "Hasbro Sets Its Sights on Mattel". The Wall Street Journal. Archived from the original on November 11, 2017. Retrieved November 11, 2017.
  114. 1 2 "Hasbro approaches Mattel about takeover, says WSJ, citing sources". CNBC. November 10, 2017. Archived from the original on November 12, 2017. Retrieved January 12, 2018.
  115. ↑ Roumeliotis, Greg (November 15, 2017). "Mattel snubs Hasbro's latest acquisition approach – sources". Reuters. Archived from the original on November 25, 2017. Retrieved November 25, 2017.
  116. ↑ Foster, Elizabeth (January 30, 2018). "Mattel ups its mobile game with NetEase JV". Kidscreen. Brunico Communications. Archived from the original on January 8, 2019. Retrieved January 28, 2019.
  117. ↑ Grassullo, Stephanie (January 30, 2018). "Mattel, NetEase Launch Mobile Games Studio Mattel163". The Toy Insider. Retrieved August 26, 2022.
  118. ↑ Handrahan, Matthew (January 30, 2018). "NetEase and Mattel launch new game studio". GamesIndustry.biz. Retrieved May 4, 2023.
  119. ↑ Whitten, Sarah (April 19, 2018). "Mattel's CEO Georgiadis heads to Ancestry. Toymaker taps Ynon Kreiz to replace her". CNBC. Archived from the original on April 19, 2018. Retrieved April 19, 2018.
  120. ↑ Clark, Alex (April 19, 2018). "Mattel Names Ynon Kreiz As Chief Executive Officer, Effective April 26, 2018" (Press release). Mattel Corporate. Retrieved June 2, 2023.
  121. ↑ "Toy giant Mattel to slash more than 2,200 jobs". Las Vegas Review-Journal. AP. July 26, 2018. Archived from the original on July 27, 2018. Retrieved September 7, 2018.
  122. ↑ Townsend, Matthew (September 6, 2018). "Mattel's New CEO Starts Movie Unit to Jump-Start Film Franchises". Bloomberg Businessweek. Archived from the original on September 8, 2018. Retrieved September 7, 2018.
  123. ↑ Foster, Elizabeth (August 31, 2018). "Mattel launches global franchise management group". Kidscreen. Brunico Communications. Archived from the original on March 12, 2019. Retrieved March 11, 2019.
  124. ↑ Foster, Elizabeth (September 28, 2018). "Mattel's global franchise management group grows". Kidscreen. Brunico Communications Ltd. Archived from the original on April 7, 2019. Retrieved March 11, 2019.
  125. ↑ Glucker, Jeff (November 2, 2018). "Hot Wheels to re-release original 16 with a display set for 50th anniversary". Motor Authority. Retrieved September 1, 2022.
  126. ↑ "Thomas And Friends Launches Collaboration With the United Nations". Look to the Stars. September 9, 2018. Retrieved September 13, 2022.
  127. ↑ I-Chun, Chen (December 24, 2018). "Mattel shares fall after losing DC Comics deal". LA Biz. Retrieved January 9, 2019.
  128. ↑ Littleton, Cynthia (February 6, 2019). "Disney Channel Alum Adam Bonnett Joins Mattel Television". Variety. Archived from the original on March 27, 2019. Retrieved March 11, 2019.
  129. ↑ Zahn, James (July 29, 2020). "Exclusive: Fred Soulie named Senior Vice President, General Manager, Mattel Television". The Toy Book. Retrieved June 2, 2021.
  130. ↑ "Mattel Television Names SVP and General Manager". License Global. July 30, 2020. Retrieved February 25, 2022.
  131. ↑ Salling, John (March 9, 2019). "Barbie celebrates 60th anniversary". KFYR-TV. Retrieved October 27, 2022.
  132. ↑ Harris, Shakkira (March 9, 2019). "Mattel celebrates Barbie's 60th anniversary, Women's History Month with role model dolls". WXYZ 7 Action News Detroit. Detroit, Michigan. Retrieved October 27, 2022.
  133. ↑ Zhan, James (March 6, 2019). "Mattel Kicks Off Barbie 60th Anniversary Celebration". The Toy Book. Retrieved October 27, 2022.
  134. ↑ Stein, Scott (June 14, 2019). "Hot Wheels ID adds Amiibo-style magic to its cars". CNET. Retrieved November 17, 2022.
  135. ↑ Greene, Tristan (December 16, 2019). "Review: Hot Wheels id makes the perfect STEM gift for kids with iPads". TNW | Plugged. Retrieved November 17, 2022.
  136. ↑ Zahn, James (August 19, 2019). "'Masters of the Universe' Roars Back to Life with Netflix Series, Comics, Toys, More • The Toy Book". The Toy Book. Retrieved November 23, 2022.
  137. ↑ Christensen, Matt (October 28, 2021). "Hot Wheels' New Monster Truck Toys Are Old-School Cool". Fatherly. Retrieved October 26, 2022.
  138. ↑ Aziz, Afdhel (September 25, 2019). "The Power Of Purpose: Mattel Launches Creatable World To Celebrate Inclusive Play For All Kids". Forbes. Retrieved October 6, 2022.
  139. ↑ "Mattel Announces Second Annual Global Day Of Play Across 30 Cities". SGBOnline. June 20, 2019. Retrieved September 30, 2022.
  140. ↑ "Mattel and Warner Music Group Announce Exclusive Global Distribution Partnership" (Press release). Mattel Corporate. May 1, 2020. Archived from the original on February 6, 2022. Retrieved January 4, 2022.
  141. ↑ Forde, Eamonn (May 4, 2020). "Warner Music Group signs distribution partnership with Mattel". Music Ally. Retrieved February 2, 2022.
  142. ↑ Millman, Ethan (May 1, 2020). "Warner Music's Newest Artists Are… Hot Wheels and Barbie". Rolling Stone. Retrieved February 5, 2022.
  143. ↑ "Warner Music Strikes Distribution Deal With Mattel for 1,000 Songs From Barbie, Thomas & Friends, More". Variety. Penske Media Corporation. May 1, 2020. Archived from the original on May 1, 2020. Retrieved May 1, 2020.
  144. ↑ Sozzi, Brian (November 6, 2020). "Mattel CEO: Barbie, Hot Wheels, 'are resonating' with consumers during pandemic". Yahoo News. Retrieved January 31, 2023.
  145. 1 2 Getler, Taylor (May 5, 2020). "Mattel's "Play it Forward" Initiative Shows the Value of Brand Adaptability". Works Design Group. Retrieved December 14, 2022.
  146. ↑ Zahn, James (October 15, 2020). "Mattel Celebrates 90 Years of Fisher-Price with a Virtual Toy Museum". The Toy Book. Retrieved January 11, 2023.
  147. ↑ "Mattel Creations Launches". License Global. October 8, 2020. Retrieved January 26, 2023.
  148. ↑ "Mattel Television Greenlights 104 New 'Thomas & Friends' Television Episodes and 2 Specials" (Press release). Mattel. October 12, 2020. Retrieved October 25, 2020 – via Business Wire.
  149. ↑ "Mattel Television Announces Thomas & Friends: All Engines Go and Unveils New Creative Approach to Thomas Content" (Press release). Mattel. February 5, 2021. Retrieved June 19, 2023.
  150. ↑ Whitten, Sarah (February 18, 2022). "Mattel looks to movies, digital gaming and NFTs for its next leg of growth". CNBC. Retrieved May 2, 2023.
  151. ↑ Kulp, Patrick (November 21, 2022). "Mattel Debuts New NFT Marketplace to Turn Toys Into Digital Collectibles". Adweek. Retrieved May 19, 2023.
  152. ↑ Singh, Pia (June 17, 2021). "Mattel announces Hot Wheels digital collectibles, joining NFT art boom". CNBC. Retrieved May 19, 2023.
  153. ↑ Creswell, Julie (January 26, 2022). "Disney Princess dolls are reunited with Barbie". The New York Times. ISSN 0362-4331. Retrieved January 16, 2023.
  154. ↑ Ziobro, Paul (January 26, 2022). "WSJ News Exclusive | Mattel Wins Disney Princess Toy Deal, Joining Elsa of 'Frozen' With Barbie". The Wall Street Journal. Retrieved January 16, 2023.
  155. ↑ "Disney and Mattel team up to launch re-imagined line of Disney Princess dolls". Good Morning America. ABC News. January 5, 2023. Retrieved January 16, 2023.
  156. ↑ Whelan, Robbie (January 7, 2023). "Disney Princesses Return to Mattel as Barbie Maker's Turnaround Ambitions Grow". The Wall Street Journal. Retrieved January 16, 2023.
  157. ↑ "Barbie Tribute Collection Laverne Cox Doll". Mattel Creations. Retrieved July 10, 2025.
  158. ↑ Team, Dao (August 3, 2023). "MINISO stands up for Barbiecore in Changsha". Dao Insights. Retrieved January 9, 2026.
  159. ↑ "出海八年，名创优品冲向世界繁华商业街". www.bmronline.com.cn (Chinese). Retrieved July 9, 2025.
  160. ↑ Sina Mobile (July 21, 2023). "芭比联名大火，没有一个女孩可以躲过名创优品". fashion.sina.cn. Retrieved August 2, 2025.
  161. ↑ "案例研究与开发中心-内容详情页". crdc.sjtu.edu.cn. Retrieved November 28, 2025.
  162. ↑ "Barbie Introduces Its First Doll with Down Syndrome, Further Increasing Representation in the Toy Aisle". corporate.mattel.com. Retrieved September 2, 2025.
  163. ↑ Roppolo, Michael (April 27, 2024). "Mattel introduces its first blind Barbie, new Barbie with Down syndrome - CBS News". CBS News. Retrieved April 29, 2024.
  164. ↑ Hartsock, Bug (April 8, 2024). "Miniso Opens New Barbie IP Collection Store in Malaysia". The Toy Book. Retrieved January 7, 2026.
  165. ↑ "Mattel is confident as 'standalone company' after report of acquisition offer". Los Angeles Times. July 22, 2024. Retrieved September 15, 2025.
  166. ↑ Dosh, Kristi. "Barbie Is Coming To Sporting Events Nationwide". Forbes. Retrieved August 2, 2026.
  167. ↑ "Barbie Launches New Brand Campaign Championing Parents' Belief in Kids' Potential". corporate.mattel.com. Retrieved June 9, 2026.
  168. ↑ Burton, Poppy (November 10, 2024). "Mattel mistakenly lists adult film site on Wicked dolls packaging". NME. Retrieved November 10, 2024.
  169. ↑ Richlin, Harrison (November 10, 2024). "'Wicked' Toys Packaging Mistakenly Links to Porn Website: Where Was the Copy Editor?". Indiewire.
  170. ↑ Magramo, Kathleen (November 11, 2024). "Mattel apologizes after mistakenly printing porn site on Wicked movie dolls packaging". CNN. Retrieved November 11, 2024. Mattel has apologized after mistakenly printing the web address of a pornographic site on the packaging of its newly launched "Wicked" dolls.
  171. ↑ Delgado, Sara (August 2, 2024). "Mattel Leaked Ariana Grande's Version of 'Popular' from 'Wicked'". Teen Vogue. Retrieved November 10, 2024.
  172. ↑ Hadge, Mike (August 1, 2024). "'It's so good': First listen of Ariana Grande's 'Popular' in 'Wicked' comes via Mattel dolls". The Daily Dot. Retrieved November 10, 2024.
  173. ↑ Pelletier, Ashley (May 1, 2025). "Mattel Brick Shop Unveils First Wave of Hot Wheels Building Sets". The Toy Book. Retrieved May 5, 2026.
  174. 1 2 Sarto, Dan (June 2, 2025). "Mattel Combines Film and TV Units into Mattel Studios". Animation World Network. Retrieved June 4, 2024.
  175. 1 2 Grobar, Matt (June 2, 2024). "Mattel Hires Three, Promotes Robbie Brenner, Launches Mattel Studios". Deadline Hollywood. Retrieved June 4, 2024.
  176. 1 2 Broadway, Danielle. "Mattel Studios Plans to Bring More Toy-Inspired Movies to Theaters". Movie Guide. Retrieved June 4, 2024.
  177. ↑ "Barbie® Introduces First-Ever Barbie Doll with Type 1 Diabetes to Expand Representation and Inspire More Children". corporate.mattel.com. Retrieved July 10, 2025.
  178. ↑ D'Alessandro, Anthony (February 27, 2025). "Warner Bros DC & Mattel Ink Multi-Year Consumer Products Deal". Deadline. Retrieved June 4, 2026.
  179. ↑ Wong, Queenie (February 27, 2025). "Mattel wins back lucrative rights to make DC-themed action figures, other toys". Los Angeles Times. Retrieved June 4, 2026.
  180. ↑ Kumara, Adyaning Raras Anggita (August 17, 2025). "Rayakan HUT ke-80 RI, Mattel Hadirkan Boneka Barbie dengan Gaun Batik". IDN Times (in Indonesian). Retrieved September 2, 2025.
  181. ↑ Granville, Samantha (April 10, 2025). "LeBron James becomes first male athlete with a Ken doll". BBC News. Retrieved April 10, 2025.
  182. ↑ "Mattel and Paramount Announce Multi-Year Global Licensing Partnership for Teenage Mutant Ninja Turtles". Mattel. February 10, 2026. Retrieved June 10, 2026.
  183. ↑ "Mattel acquires control of mobile studio Mattel163 from NetEase". Game Developer. Retrieved February 13, 2026.
  184. ↑ French, Payton Turkeltaub, Kennedy (February 10, 2026). "Mattel to Acquire Full Ownership of Mattel163 From NetEase (Gaming News Roundup)". Variety. Retrieved February 13, 2026.{{cite web}}: CS1 maint: multiple names: authors list (link)
  185. ↑ Fleming, Mike Jr. (July 30, 2012). "Jon M. Chu In 'Masters Of The Universe' Talks". Deadline. Penske Business Media, LLC. Archived from the original on December 25, 2016. Retrieved December 20, 2016.
  186. ↑ "Syndication Marketplace" (PDF). Broadcasting & Cable. World Radio History. November 10, 1986. Retrieved October 17, 2021.
  187. ↑ Whyte, Alexandra. "NCircle & Mill Creek pick up Mattel rights". Kidscreen. Retrieved November 7, 2021.
  188. ↑ Gruenwedel, Erik (August 31, 2021). "Mattel Inks Disc, Digital Distribution Deals With NCircle and Mill Creek Entertainment". Media Play News. Retrieved November 7, 2021.
  189. ↑ "NCircle, Mill Creek Entertainment Announce Agreement with Mattel". License Global. August 31, 2021. Retrieved November 7, 2021.
  190. ↑ "NCircle and Mill Creek Entertainment Announce Multi-Year Physical and Digital Distribution Agreement with Mattel". Mill Creek Entertainment. Retrieved November 7, 2021.
  191. ↑ Zahn, James (August 31, 2021). "Mattel Inks Physical Distribution Deal for Barbie, Thomas & Friends, Masters of the Universe Animated Content • The Toy Book". The Toy Book. Retrieved November 7, 2021.
  192. 1 2 3 Graser, Marc (October 15, 2013). "Mattel to Create Original Entertainment Through Playground Productions Banner". Variety. Archived from the original on June 13, 2016. Retrieved June 6, 2016.
  193. ↑ Ng, David (September 7, 2018). "Mattel creates new film division to turn toys into movies". Los Angeles Times. Archived from the original on September 7, 2018. Retrieved September 7, 2018.
  194. ↑ Thompson, Luke Y. (September 7, 2018). "Why Mattel's Latest Movie Studio Announcement Doesn't Impress". Forbes. Archived from the original on January 10, 2019. Retrieved January 9, 2019.
  195. ↑ "Coming to Mattel Adventure Park in Glendale: Hot Wheels roller coasters, Barbie Beach House". The Arizona Republic. Retrieved October 5, 2023.
  196. ↑ Kaur, Dina (June 1, 2026). "Mattel Adventure Park faces another delay in Glendale". Arizona Republic. Retrieved July 27, 2026.
  197. ↑ Davis, Wes (September 26, 2023). "Mattel's Pictionary Vs. AI leaves the guesswork to the bots". The Verge. Retrieved November 7, 2023.
  198. ↑ "Mattel Announces Development of Mattel Wonder Indoor Waterparks with Partners Martin Aquatic, American Resort Management, and I-dentity Group". corporate.mattel.com. Retrieved January 10, 2026.
  199. 1 2 "Mattel names Scopely exec as global head of digital gaming". VentureBeat. July 21, 2022. Retrieved June 23, 2023.
  200. ↑ Whitten, Sarah (February 18, 2022). "Mattel looks to movies, digital gaming and NFTs for its next leg of growth". CNBC. Retrieved June 23, 2023.
  201. ↑ Heater, Brian (September 28, 2017). "Mattel's MindRacers set brings Hot Wheels to life on the iPad". TechCrunch. Retrieved June 23, 2023.
  202. ↑ "Osmo combines iPad app and toy cars with Hot Wheels MindRacers game". VentureBeat. September 28, 2017. Retrieved June 23, 2023.
  203. ↑ Handrahan, Matthew (January 30, 2018). "NetEase and Mattel launch new game studio". GamesIndustry.biz. Retrieved June 23, 2023.
  204. ↑ "Mattel doubles down on Uno with a new card game called Dos". The Florida Times-Union. Retrieved June 23, 2023.
  205. ↑ Hargrave, Christian. "Phase10 now available". App Developer Magazine. Retrieved June 23, 2023.
  206. ↑ "Relive Your Childhood With Hot Wheels Infinite Loop". TheGamer. November 21, 2019. Retrieved June 23, 2023.
  207. ↑ Mayhew, Ash (November 19, 2019). "Hot Wheels Infinite Loop is Out Right Now on Android". Droid Gamers. Retrieved June 23, 2023.
  208. ↑ Gregson-Wood, Stephen (November 20, 2020). "Hot Wheels Open World is a racing game heading for iOS and Android soon through Roblox". www.pocketgamer.com. Retrieved June 23, 2023.
  209. ↑ "Hot Wheels Unleashed Is What You Imagined Hot Wheels Were As A Kid". GameSpot. Retrieved June 23, 2023.
  210. ↑ "New Hot Wheels Unleashed Racing Game Launches This September From MotoGP Devs". GameSpot. Retrieved June 23, 2023.
  211. ↑ "Mattel launches He-Man game on Roblox". VentureBeat. April 26, 2022. Retrieved June 23, 2023.
  212. ↑ French, Payton Turkeltaub, Kennedy (February 13, 2026). "Mattel to Acquire Full Ownership of Mattel163 From NetEase (Gaming News Roundup)". Variety. Retrieved August 31, 2026.{{cite web}}: CS1 maint: multiple names: authors list (link)
  213. 1 2 Kerr, Chris (August 17, 2026). "Barbie and Hot Wheels owner Mattel launches Mattel Game Studios". Game Developer. Retrieved August 31, 2026.
  214. ↑ "Hot Wheels Unleashed Is What You Imagined Hot Wheels Were As A Kid". GameSpot. Retrieved August 16, 2023.
  215. ↑ "New Hot Wheels Unleashed Racing Game Launches This September From MotoGP Devs". GameSpot. Retrieved August 16, 2023.
  216. ↑ rawmeatcowboy (December 15, 2022). "Winning Design of the Hot Wheels Unleashed Design Battle Will be Available as a Real Toy". GoNintendo. Retrieved August 16, 2023.
  217. ↑ "'Hot Wheels Unleashed' Design Battle Contest Winner Becomes Real Toy". WorthPlaying. Retrieved September 7, 2023.
  218. ↑ "The Hot Wheels Unleashed Design Battle Crosses the Finish Line". www.impulsegamer.com. March 18, 2022. Retrieved August 23, 2023.
  219. ↑ Pelletier, Ashley (December 19, 2022). "Hot Wheels Design Battle Winner Hits Shelves". The Toy Book. Retrieved August 30, 2023.
  220. ↑ "MSN". www.msn.com. Retrieved August 30, 2023.
  221. ↑ Nichols, Derek (June 12, 2022). "Forza Horizon 5 Officially Reveals Hot Wheels Expansion". Game Rant. Retrieved September 7, 2023.
  222. 1 2 Irorita, Franz Christian (April 27, 2022). "He-Man goes Roblox to promote Season 2 of He-Man Reboot Series". ClutchPoints. Retrieved July 21, 2023.
  223. 1 2 Langsworthy, Billy (April 26, 2022). "Mattel brings He-Man and the Masters of the Universe into Roblox". Brands Untapped. Retrieved July 6, 2026.
  224. ↑ "Mattel launches He-Man game on Roblox". VentureBeat. April 26, 2022. Retrieved July 14, 2023.
  225. ↑ "Roblox Launches He-Man and the Masters of the Universe RPG With Netflix". ScreenRant. April 26, 2022. Retrieved July 14, 2023.
  226. ↑ "Hey! What's going on? Skeletor returns in the He-Man Roblox crossover". Pocket Tactics. April 27, 2022. Retrieved September 7, 2023.
  227. ↑ "Rec Room has the power with new He-Man and Skeletor avatars". VentureBeat. December 13, 2022. Retrieved July 14, 2023.
  228. ↑ Gregson-Wood, Stephen (December 13, 2022). "Rec Room teams up with Mattel for a Masters of the Universe collaboration". www.pocketgamer.com. Retrieved September 13, 2023.
  229. ↑ "MSN". www.msn.com. Retrieved July 21, 2023.
  230. ↑ "Fall Guys: The Power Of Beanskull Event Guide". TheGamer. November 4, 2022. Retrieved July 25, 2023.
  231. ↑ "Fall Guys is adding Netflix's Masters of the Universe to the game". PCGamesN. July 18, 2022. Retrieved September 13, 2023.
  232. ↑ "Mattel and Mediatonic Come Together for 'Masters of the Universe' x 'Fall Guys' Figures". Hypebeast. July 19, 2022. Retrieved July 25, 2023.
  233. ↑ rawmeatcowboy (July 18, 2022). "Mattel Reveals He-Man: Masters Of The Universe and Fall Guys Mash-Up". GoNintendo. Retrieved July 25, 2023.
  234. ↑ rawmeatcowboy (July 18, 2022). "Mattel Reveals He-Man: Masters Of The Universe and Fall Guys Mash-Up". GoNintendo. Retrieved September 20, 2023.
  235. ↑ "Barbie & Polly Pocket Are Coming To Roblox". ScreenRant. September 15, 2022. Retrieved August 9, 2023.
  236. 1 2 Dellosa, Catherine (September 19, 2022). "Roblox welcomes Barbie and Polly Pocket into Livetopia this month". www.pocketgamer.com. Retrieved August 9, 2023.
  237. 1 2 "Roblox welcome Barbie and Polly Pocket – Game News 24". August 9, 2023. Retrieved August 9, 2023.
  238. ↑ McClure, Deven (September 15, 2022). "Barbie & Polly Pocket Are Coming To Roblox". ScreenRant. Retrieved October 20, 2023.
  239. ↑ Lockhart, Cameron (October 3, 2023). "Barbie Is Officially Coming to Roblox". Game Rant. Retrieved November 1, 2023.
  240. ↑ Fragen, Jordan (January 31, 2023). "Mattel and Minecraft release Camp Enderwood toys and DLC map". VentureBeat. Archived from the original on July 27, 2023. Retrieved July 27, 2023.
  241. ↑ Randazza, Janelle (January 31, 2023). "Minecraft fans, today's brand-new release brings the game to the next level!". USA TODAY. Archived from the original on July 27, 2023. Retrieved July 27, 2023.
  242. 1 2 Benfell, Grace (January 31, 2023). "Minecraft And Mattel Launch Minecraft Map Ahead Of New Toy Line". GameSpot. Archived from the original on July 27, 2023. Retrieved September 20, 2023.
  243. ↑ Switzer, Eric (January 31, 2023). "Minecraft's New DLC Camp Enderwood Is A Toy Ad First, Video Game Second". TheGamer. Archived from the original on September 7, 2023. Retrieved September 7, 2023.
  244. 1 2 Maas, Jennifer (October 15, 2025). "'Monster High' Launches Fortnite, Roblox Games as Mattel Unveils Big Plans for In-House Gaming Business (EXCLUSIVE)". Variety. Retrieved July 6, 2026.

Further reading

[edit]
[edit]
Retrieved from "https://en.wikipedia.org/w/index.php?title=Mattel&oldid=1373284444"