Mattel Perfume
Mattel is an American toy manufacturer, the largest toy company in the world based on revenue. Its products include Matchbox and Hot Wheels cars, and Barbie dolls.Mattel was founded in 1945 by Ruth and Elliot Handler, and Harold “Matt” Matson, (Matt – Ell ), working out of a garage workshop in Southern California. The first products were picture frames, but Elliot soon developed a side business in dolls house furniture made from picture frame scraps. Eventually Matson sold out to Handler, and encouraged by the success of their dolls house furniture turned the company’s emphasis to toys.
During the 1950’s Mattel began advertising their toys on The Mickey Mouse Club television show, revolutionising the way toys were marketed.
It was in 1959 that the Barbie Doll made her debut. Ruth Handler, inspired by her daughter’s fascination with cut out paper dolls, suggested making a three-dimensional doll through which little girls could play out their dreams. At the time most dolls were representations of infants, and this doll therefore filled a gap in the market. The doll’s name also came from Handler’s daughter, Barbara, whose nickname was Barbie. Today, the Barbie line is responsible for 80% of the company’s profits. Barbie was joined by Ken in 1961. Named for the Handler’s son, Ken, like Barbie, had his own fashionable wardrobe. In 1963, a companion, Midge was created, followed in 1965 by sister Skipper.
After becoming a publicly owned company in 1960, Mattel had its common stock listed on the New York and Pacific Coast Stock Exchange in 1963. By 1965, sales topped $100 million, and the company joined the fortune 500, a ranking of the top 500 American public corporations as measured by gross revenue. The 60’s saw many new products being launched, the Hot Wheels, die cast cars, say and speak educational toys, and Christie, an African American doll, the first of many ehnic friends for Barbie.
In 1968, Mattel purchased the first of several companies as part of its “World of the Young” acquisition strategy. First came Monogram Models, followed over the next decade by Metaframe, a pet products company, Tuco, a children’s playground equipment manufacturer. Mattel also acquired Ringling Brothers and Barnham and Bailey, Circus World, a theme park and a motion picture company among many others.
In 1975, founders Ruth and Elliot Handler left the company. This did not hamper the company’s expansion however, and over the next decades Mattel acquired concerns such as Fisher Price and Corgi Toys, as well as merging with Tyco Toys and embarking on joint ventures with Bandai, Japan’s largest toy company. Mattel’s fragrances were launched in the late 1990’s and are aimed at young girls and pre-teens. All feature Barbie.
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