Mattel Toy Recalls
Mattel, Inc. is the largest toy company in the world. This largest toy company in the world was founded by Harold Matson and Elliot Handler in 1945, as they started to produce picture frames. However it was Elliott Handler who had a visionary of a side business in dollhouse furniture out of the converted garage (Mattel). As a top company, the primary activities of Mattel are to design, manufacture, and market the toys. As the company’s sales growing slowly, Mattel started to produce varieties of high quality products and became one of the of the best toy companies around the nation at the time. The major move by Mattel was when it sponsored Walt Disney’s Mickey Mouse Club television show that put the company in spotlight and company’s sales increased significantly. That sponsorship of Mickey Mouse Club helped the company to attract a very high proportion of young potential customers.
In 1959, the wife of Elliot Handler, Ruth Handler came up with an outstanding idea that changed Mattel forever. As Ruth Handler watched her daughter playing with paper dolls, she suggested the idea of making three dimensional dolls to her husband. Elliott loved the idea of making such dolls and introduced the doll with a full wardrobe and accessories to the market. The doll initially named after the nick name of daughter of Elliott and Ruth. The introduction of the new doll was a huge success for Mattel and immediately the doll became the major product line of Mattel (Finding). With the success of Barbie doll, Mattel was named a public company and ranked soon as one of the largest industrial companies in the United States. In 1968, Mattel have introduced another consumer-loved product called Hot Wheels. This was second biggest hit since the company introduced Barbie. Hot Wheels immediately labeled Mattel as the largest toy company in the world.
As the toy industry was changing and new competitors were coming in, Mattel saw a stiff competition rising in the
In 1959, the wife of Elliot Handler, Ruth Handler came up with an outstanding idea that changed Mattel forever. As Ruth Handler watched her daughter playing with paper dolls, she suggested the idea of making three dimensional dolls to her husband. Elliott loved the idea of making such dolls and introduced the doll with a full wardrobe and accessories to the market. The doll initially named after the nick name of daughter of Elliott and Ruth. The introduction of the new doll was a huge success for Mattel and immediately the doll became the major product line of Mattel (Finding). With the success of Barbie doll, Mattel was named a public company and ranked soon as one of the largest industrial companies in the United States. In 1968, Mattel have introduced another consumer-loved product called Hot Wheels. This was second biggest hit since the company introduced Barbie. Hot Wheels immediately labeled Mattel as the largest toy company in the world.
As the toy industry was changing and new competitors were coming in, Mattel saw a stiff competition rising in the
Bibliography: "Mattel Inc. - About Us." Mattel Inc.. N.p., n.d. Web. 18 Oct. 2010. . Funding Universe “Mattel, Inc.”, http://fundingunniverse.com/company-histories/mattel-inc-company-history.html>. Sansweet. S. J. “As Toy Industry Changes, Mattel Cuts Products Line and Marketing”. Wall Street Journal. Jiangyoung, Lu, Tao Zhigang, and Yu Linhui. "Mattel 's Strategy." Mattel 's Strategy After its Recall of Products Made in China. Phialdelphia : Temple University, 2008. 375. Print.