Special Feature - Mattel

Mattel celebrates 80 years of creativity and innovation

Mattel boasts one of the most iconic brand portfolios in the world, with beloved IP including Barbie, Hot Wheels, Monster High, Barney and more, as well as a significant presence in both Toys and Entertainment. Here, the company takes readers through its rich history and outlines how, long into the future, it will continue to connect with its audience.

Born in a Californian garage in 1945, Mattel started out as a collaboration between founders Ruth and Elliot Handler, and Harold “Matt” Matson. The trio were designers and engineers, whose collective focus on creativity and innovation forever changed how kids play. 

In the eight decades since, Mattel has grown into a leading global toy company and a creator of franchises beloved by children and families around the world. Key to its success has been its ability to both lead and respond to popular culture as well as play a key role in it, creating iconic toys and brands, shaping the style of tomorrow, having a tangible societal impact, and being a trusted partner of its fans, business partners and communities.

This ‘garage spirit’ continues to lie at the heart of Mattel’s mission - to create innovative products and experiences that inspire fans, entertain audiences, spark countless adventures and develop children through play.

The company’s purpose is to empower generations to explore the wonder of childhood and reach their full potential. Mattel’s brands are both timeless, spanning generations, and timely, driven by its best-in-class demand creation, connection to culture and execution against the Mattel Playbook.

In its 80th year, Mattel is setting out to simultaneously celebrate its heritage and look towards the future, and readers are invited to join it at Spielwarenmesse well as other events throughout 2025 as it marks this very special occasion.

Mattel has been inspiring generations since 1945 with iconic toys and experiences that spark countless adventures and has been dedicated to giving back to those in need since the very beginning. Here’s a look back at some of the company’s favourite moments from its rich history -

1944  -  Mattel is founded by Ruth and Elliot Handler and Harold “Matt” Mason in a converted garage and originally named Mattel Creations. The business sold Lucite doll furniture.

1947  -  The Uke-A-Doodle, Mattel’s first big hit, launches.

1950  -  The Magic 8-Ball is released.

1959  -  Barbie is born on 8th March. 

1960  -  The Rock-a-Stack was introduced, helping kids develop hand-eye coordination and depth perception.

1961  -  Mattel launches the first Barbie Dreamhouse and Ken is introduced as a boyfriend for Barbie. 

1968  -  Hot Wheels launches.

1971  -  Uno is invented by Merle Robbins, a barber shop owner from Ohio.

1978  -  The Mattel Children’s Foundation is established. Its vision is to make a difference to the lives of children and families who need it most around the world. Since then, the foundation has supported thousands of organisations and millions of children and families.

1980  -  Dolls of the World debuts, representing global cultures with new fashions.  

1982  -  The first Masters of the Universe toys launch.

1985  -  The “We girls can do anything” advertising campaign launches, and the Day-to-Night Barbie breaks the glass ceiling as a CEO.

1986  -  Barbie joins an esteemed list of American Icons painted by Andy Warhol.

1989 -  Thomas & Friends makes its US debut on PBS, and the world meets Polly Pocket. That same year, Mattel launches ‘Mattel Kids Care Too’, a national collection campaign that encourages children to donate a favourite toy at over 9,000 participating events.

1990  -  The Barbie Summit is held, bringing together children from 30 countries to discuss freedom and peace. Specially designed dolls are created to support the Barbie Fund, which distributed money to charities of the children's choice. 

1992  -  Barbie runs for President of the US (the first of five Presidential campaigns).

1993  -  Mattel acquires Fisher-Price.

1998  -  Mattel donates $25m to UCLA to rebuild and rename its children’s hospital. Hereafter it’s known as the Mattel Children’s Hospital at UCLA. 

2001  -  Mattel acquires Pictionary. 

2005  -  Mattel partners with the Special Olympics. 

2010  -  Monster High is introduced.    

2012  -  The Mattel Children’s Foundation partners with the Barbie brand to create Ella, Friend of Barbie dolls, to donate to organisations working with children experiencing hair loss caused by medical conditions. 

2018  -  Barbie announces the creation of the Dream Gap Project, a multi-year global initiative raising awareness of the factors that prevent girls from reaching their full potential. The same year, the Mattel Children’s Foundation launches the first Annual Global Day of Play.

2021  -  Mattel launches its new toy takeback programme, PlayBack, which is designed to recover and reuse materials. The goal is to achieve 100% recycled plastics by 2030 by inviting families to trade in their old toys.

2022  -  The Barbie Fashionistas doll with hearing aid debuts.

2023 -  Barbie: The Movie hits theatres and the Barbie Fashionistas doll with Down Syndrome debuts.

2024 -  Mattel relaunches Barney the purple dinosaur for a new generation, spanning television, film and YouTube content as well as music and a full range of kids’ products including toys, books, clothing and more.