Mattel History

Year 1945 Mattel is born. Event Event Detail Ruth and Elliot Handler and Harold "Matt" Matson launch a new company named Mattel, out of a garage workshop in Southern California. The first Mattel products are picture frames, but Elliot soon develops a side business in dollhouse furniture made from picture frame scraps. Harold Matson soon sells out to his partner, and, encouraged by the success of the doll furniture, the Handlers turn the companys emphasis to toys.

1947

The Uke-A-Doodle is the first in a line of musical toys. Mattel is incorporated with headquarters in Hawthorne, California. Mattel meets the Mickey Mouse Club. Mattel begins advertising its toys through the popular Mickey Mouse Club television show, revolutionizing the way toys are marketed. It would also introduce another highly successful product, the Burp Gun, an automatic cap gun based on a patented mechanism. Inspired by her daughters fascination with cutout paper dolls, Ruth Handler suggests making a three-dimensional doll through which little girls could play out their dreams. She names the doll Barbie, after her own daughter Barbaras nickname. Barbie soon

1948

1955

1959

Barbie doll makes her debut.

Page 1 of 11
Mattel History

The information in this timeline represents selected highlights from Mattel's history and does not purport to be complete or comprehensive. For further information about Mattel's history, we encourage you to review the Investor & Media section of the site or historical SEC Filings.
2001 Mattel, Inc. All rights reserved.

Year

Event

Event Detail leads Mattel to the forefront of the toy industry and fascinates generations of young girls.

1960

Mattel becomes a publicly owned company.

After becoming publicly owned in 1960, Mattel will have its common stock listed on the New York and Pacific Coast Stock Exchanges in 1963. By 1965, sales top $100 million and the company joins the Fortune 500. Mattel introduces the Ken doll, Barbies one and only boyfriend. Named for the Handlers son, Ken has brown hair and his own fashionable wardrobe. Barbie and Ken are joined by friends Midge doll (1963) and Skipper (1965).

1961

Ken doll joins Barbie doll.

1965

Mattel enters the educational preschool market with See N Say talking toy. Mattel rolls out the Hot Wheels diecast vehicles. The number one name in die-cast vehicles roars into the toy world. Distinguished by their customized and modified designs, the first Hot Wheels cars are outrageous hot-rods with candy-colored paint jobs. More than 41 million kids grow up with the brand over the years, with many enthusiasts continuing to be loyal collectors as adults. The largest private Hot Wheels collection to date is valued at more than $1 million. Mattel purchases the first of several companies as part of its "World of the Young" acquisition strategy. Monogram Models is first, and over the next decade follow Metaframe, a pet products company; Turco, a manufacturer of playground equipment; Ringling Brothers and

1968

1968

Mattel embarks on its World of the Young acquisition strategy.

Page 2 of 11
Mattel History

The information in this timeline represents selected highlights from Mattel's history and does not purport to be complete or comprehensive. For further information about Mattel's history, we encourage you to review the Investor & Media section of the site or historical SEC Filings.
2001 Mattel, Inc. All rights reserved.

Year

Event

Event Detail Barnum & Bailey Circus; Circus World, a theme park; Western Publishing Company; and Radnitz/Mattel Productions, a motion picture production company. Christie is the first of many ethnic friends of Barbie, which will include Theresa (1988) and Kira (1990), Barbie Latina and Asian friends.

1968

Mattel introduces Christie, an African-American doll.

1972

The company restructures to create Mattel, Inc., with one division and seven subsidiaries. Mattel enters into a Consent Decree with the Securities and Exchange Commission. Elliot and Ruth Handler, founders of Mattel, leave the company. Mattel ventures into the electronic games market and reevaluates its diversification strategy. Mattel enters the new and rapidly growing electronics game field and two years later introduces the Intellivision home video entertainment system. However, by 1983 the company reports a loss of $394 million. Falling revenues in nontoyrelated ventures and record sales and profits of Mattels toy lines eventually cause the company to reevaluate its diversification strategy and, by 1984, all non-toyrelated subsidiaries are sold off or closed. Viewing philanthropy as an investment, the Mattel Childrens Foundation seeks exemplary nonprofit partners that demonstrate the same belief through a compassionate outreach to children coupled with financial accountability. The philanthropic work of the Foundation is funded through a percentage of Mattels pre-tax corporate profits.

1974

1975

1977

1978

Mattel Childrens Foundation is established.

Page 3 of 11
Mattel History

The information in this timeline represents selected highlights from Mattel's history and does not purport to be complete or comprehensive. For further information about Mattel's history, we encourage you to review the Investor & Media section of the site or historical SEC Filings.
2001 Mattel, Inc. All rights reserved.

Year 1982

Event He-Man and the Masters of the Universe take the stage.

Event Detail Mattels next big hit product briefly helps the company balance the success of the Barbie doll with a boys toy, Masters of the Universe a line of action figures that features He-Man as the main character. Initially, He-Man eclipses even the Barbie doll in consumer demand, generating $400 million in sales in 1985. In 2002, He-Man will celebrate his 20th anniversary.

1986

Mattel acquires Hong Kongbased ARCO Industries. Mattel enters into a joint venture arrangement with Bandai, Japans largest toy company. Mattel develops a strategy for maximizing core brands. As part of the effort to maintain profitability and consistent revenue streams, Mattel begins a successful strategy of maximizing core brands while at the same time identifying new brands with core potential. The new alliance between Mattel and Disney begins with the introduction of a line of infant and preschool toys based on famous characters like Mickey Mouse. Later, Disney expands the agreement to include the manufacturing and marketing of toys based on popular contemporary Disney movies such as Toy Story, the top-grossing animated film ever. Mattel now has an agreement to produce infant and preschool toys, dolls, games, and puzzles based on classic Disney characters: Mickey Mouse, Winnie the Pooh, and the Disney Princesses.

1986

1987

1988

Mattel revives its association with the Walt Disney Company.

1988

Mattel agrees to purchase Corolle S.A., manufacturer of collector-quality dolls based in France.

Page 4 of 11
Mattel History

The information in this timeline represents selected highlights from Mattel's history and does not purport to be complete or comprehensive. For further information about Mattel's history, we encourage you to review the Investor & Media section of the site or historical SEC Filings.
2001 Mattel, Inc. All rights reserved.

Year 1989

Event Mattel acquires Corgi Toys Ltd., a British maker of scale-model, die-cast cars. Mattel acquires Aviva Sports, Inc., a maker of sport toys. Mattel acquires International Games, Inc. Fisher-Price joins the Mattel family.

Event Detail

1991

1992

1993

Mattels core brand strategy is further strengthened in 1993 by a merger with Fisher-Price, the worlds number one brand in infant and preschool toys. Based in East Aurora, New York, Fisher-Price was founded in 1930 and is recognized for designing and manufacturing high-quality, imaginative toys for children from infancy to age five, as well as innovative products that help parents care for children, such as highchairs, strollers, bouncer seats, and nursery monitors. Through the Kransco purchase, Mattel acquires numerous product lines, including Power Wheels, Hula-Hoop, Frisbee, and Morey Bodyboards. The acquisition of J.W. Spear & Sons gives Mattel international rights to the top-selling word game, Scrabble. Mattel acquires the rights to manufacture and distribute Cabbage Patch Kids dolls, one of the most popular brand names in large dolls. Fisher-Price takes command of the Sesame Street plush toy line and introduces Tickle Me Elmo licensed property. It is an instant hit. Mattel sells more than $100 million in the first year and $200 million in the second.

1994

Mattel acquires the toy company Kransco as well as J.W. Spears & Sons, a British game company.

1995

Mattel distributes the Cabbage Patch Kids.

1996

Fisher-Price introduces Tickle Me Elmo.

Page 5 of 11
Mattel History

The information in this timeline represents selected highlights from Mattel's history and does not purport to be complete or comprehensive. For further information about Mattel's history, we encourage you to review the Investor & Media section of the site or historical SEC Filings.
2001 Mattel, Inc. All rights reserved.

Year 1996

Event NASCAR Winston Cup Series

Event Detail Mattel announces that its Hot Wheels brand of toy vehicles will sponsor Kyle Petty to race in the NASCAR Winston Cup Series. This sponsorship leads to a new line of Hot Wheels racing toys, collectible cars, and launches the Hot Wheels licensed consumer products. Mattel obtains a master toy license covering rights for all programming on Nickelodeon, the television network most watched by kids. By making toys based on the Nickelodeon characters, Mattel puts fictional heroes in the arms of children. The merger with the third-largest toy company, Tyco Toys, adds power brands to Mattels new infant and preschool category with the addition of View-Master and Magna Doodle. Tyco also adds the primary toy license for Sesame Street, the most popular childrens educational TV program. The merger rounds out Mattels Wheels business with Matchbox and the leading name in electric and radio-control racing, Tyco R/C.

1996

Nickelodeon Licensing Agreement

1997

Mattel merges with Tyco Toys

1997

Mattel sells its sports brands to Wham-O Inc. The Barbie line introduces a disabled friend in a wheelchair, Share a Smile Becky. Mattel establishes the Global Manufacturing Principles (GMP). The Global Manufacturing Principles (GMP) are the cornerstone of Mattel's ongoing commitment to responsible manufacturing practices around the world. These principles provide a framework within which all of the companys manufacturing must be conducted. Supporting Mattel's GMP is an independent monitoring system

1997

1997

Page 6 of 11
Mattel History

The information in this timeline represents selected highlights from Mattel's history and does not purport to be complete or comprehensive. For further information about Mattel's history, we encourage you to review the Investor & Media section of the site or historical SEC Filings.
2001 Mattel, Inc. All rights reserved.

Year

Event

Event Detail created to ensure standards are consistently met. With the creation of the Mattel Independent Monitoring Council (MIMCO), Mattel is the first global consumer products company to apply such a system to its facilities and core contractors on a worldwide basis.

1998

Fisher-Price takes command of the entire Infant and Preschool character brands toy line.

Fisher-Price takes command of the entire Infant and Preschool character brands toy line including licensed properties such as Bear in the Big Blue House, Blues Clues, Disney, Sesame Street, and Winnie the Pooh. Fisher-Price also assumes ViewMaster and Magna Doodle product line development.

1998

Mattel purchases Bluebird Toys PLC of the U.K., the current license holder of the Polly Pocket brand. Mattel acquires Pleasant Company. The summer of 1998 brings another milestone to Mattelthe acquisition of Pleasant Company, the Wisconsinbased direct marketer best known for its unparalleled American Girl? brand. This union positions Mattel as the premier girls consumer product company. The American Girl brand is the second largest girls brand in the world and is targeted to girls ages seven through twelve. Barbie, the number one girls fashion doll brand, is targeted to girls ages three to seven. Mattels philanthropic endeavors rise to new heights in November 1998 when it announces a multi-year, $25 million gift to UCLA Childrens Hospital. The gift supports the existing Childrens Hospital and provides for a new state-of-the-art

1998

1998

Mattel announces a multi-year, $25 million gift to the UCLA Childrens Hospital.

Page 7 of 11
Mattel History

The information in this timeline represents selected highlights from Mattel's history and does not purport to be complete or comprehensive. For further information about Mattel's history, we encourage you to review the Investor & Media section of the site or historical SEC Filings.
2001 Mattel, Inc. All rights reserved.

Year

Event

Event Detail facility, which is currently being built. In honor of Mattel, the hospital has been renamed the Mattel Childrens Hospital at UCLA. The new I.M. Pei designed facility will be completed by 2004.

1998

Mattel begins to phase out phthalates.

While the scientific evidence still strongly supports the safety of phthalates, Mattel feels compelled to address the concerns of environmentalists, retailers, and consumers until the debate is resolved. Mattel announces its commitment to begin phasing out phthalates in plastic teething toys for children under 36 months old. In the first quarter of 1999, the company meets its goal of shipping phthalatefree teethers and other toys for the mouth on a worldwide basis. Hot Wheels has grown into one of the great brands of the 20th century, producing more than two billion diecast vehicles which surpasses the number of cars manufactured by Detroits Big Three combined. Placed front-to-rear, all Hot Wheels vehicles produced since the brands inception would circle the Earth almost four times. Eight Hot Wheels cars are sold every second, three track sets every minute, and 230 playsets every hour. Hot Wheels basic cars currently are the number oneselling toy industrywide.

1998

Hot Wheels brand turns 30.

1999

Mattel strikes licensing and marketing deals with Ferrari toy company and Bandai Co., Ltd. and merges with The Learning Company.

Ferrari grants Mattel worldwide exclusive rights to produce toys, apparel and accessories, and adult collectible products. The merger with The Learning Company gives Mattel rights to a

Page 8 of 11
Mattel History

The information in this timeline represents selected highlights from Mattel's history and does not purport to be complete or comprehensive. For further information about Mattel's history, we encourage you to review the Investor & Media section of the site or historical SEC Filings.
2001 Mattel, Inc. All rights reserved.

Year

Event

Event Detail variety of software products and educational toys for kids of all ages. Mattel and Bandai Co., Ltd. announce a global marketing alliance.

1999

View-Master celebrates its 60th anniversary. Little People Preschool toys celebrate their 40th birthday. Little People are honored with their own mayoral proclamation in East Aurora, N.Y. Since the introduction of the Safety School Bus in 1959, well over 1.3 billion Little People have helped preschoolers all over the world imagine what it would be like to be a firefighter, police officer, clown, bus driver, doctor, and more. The Hot Wheels brand finalizes licensing agreements with the top five Formula One race teamsFerrari, Jordan, McLaren, Stewart-Ford and Williams F1. Formula One is the worlds most popular auto sport, and these agreements give the Hot Wheels brand a larger international presence with its production of adult collectibles, track sets, radio-control cars, and electric racing setsthus becoming a one-stop shop for Formula One replica adult collectible products. Mattel is made the master toy licensee of one of the most anticipated entertainment properties of the year: Harry Potter. The products, including dolls, games, puzzles, activity sets, and vehicles, plush and collectible characters, are being released in two waves: first, during spring 2001, Mattel introduced products based on J.K. Rowlings first book, Harry Potter and the

1999

1999

The Hot Wheels brand finalizes licensing agreements with the top five Formula One race teams.

2000

Mattel is granted the licensing agreement for Harry Potter.

Page 9 of 11
Mattel History

The information in this timeline represents selected highlights from Mattel's history and does not purport to be complete or comprehensive. For further information about Mattel's history, we encourage you to review the Investor & Media section of the site or historical SEC Filings.
2001 Mattel, Inc. All rights reserved.

Year

Event

Event Detail Sorcerers Stone. The second wave of products will be based on the Warner Bros. movie and will be available beginning October 2001.

2000

Mattels Board of Directors announces it has retained Credit Suisse First Boston Corporation to sell its software business. Mattel and Nickelodeon sign a new multi-year worldwide licensing agreement, expanding Mattels licensing rights to Nickelodeon properties. Mattel is named the worldwide master toy licensee for Max Steel. Mattel is named master toy license for Max Steel by Sony Pictures Consumer Products. Inspired by the successful animated television series, the Max Steel toy line is introduced at the 2000 New York Toy Fair. The line features action figures, vehicles, and adventure-themed gadgets.

2000

2000

2000

In May 2000, Mattel comes under new leadership, and unveils a new vision with a clear focus on building brands, cutting costs, and developing people. As part of an overall financial realignment plan, Mattel sells The Learning Company. Mattel enters into licensing agreements with interactive industry leaders Vivendi Universal Publishing and THQ. Mattel enters into two worldwide, multi-year licensing agreements with interactive industry leaders Vivendi Universal Publishing and THQ for the development and publishing of gaming, educational, and productivity software based on Mattels cache of power brands, including Barbie, American Girl, Hot Wheels, Matchbox, and Fisher-Price.

2000

2001

Page 10 of 11
Mattel History

The information in this timeline represents selected highlights from Mattel's history and does not purport to be complete or comprehensive. For further information about Mattel's history, we encourage you to review the Investor & Media section of the site or historical SEC Filings.
2001 Mattel, Inc. All rights reserved.

Year 2001

Event Barbie dolls stars in her first movie.

Event Detail Barbie stars in her first feature-length computer-generated imagery (CGI) production, Barbie in the Nutcracker. The film is scheduled to be available on video on October 2, DVD on October 23, and the television debut is scheduled for Thanksgiving Day. Mattels Hot Wheels brand introduces for the first time a full-scale version of its legendary Twin Mill die-cast vehicle. This full-scale version, an exact replica of its toy predecessor, has all the working features of a professionally constructed racecar.

2001

Hot Wheels introduces for the first time a full-scale version of the Hot Wheels car.

2001

Fisher-Price signs a licensing agreement for Barney.

2001

Mattel and Its Employees Honor 9-11 Victims and Families Through Charitable Giving.

On , behalf of its 30,000 employees, Mattel honors and assists victims of the 9-11 Terrorist Attack by donating a total of $1 million to the American Red Cross; the United Way of New York City's September 11th Fund; and the NYCPPI's Twin Tower's Fund, with the money divided dvenly between each organization. Additionally, the Mattel Children's Foundation will match dollar-for-dollar donations made by Mattel employees to the same three organizations.

2001

Uno celebrates 30th anniversary.

Page 11 of 11
Mattel History

The information in this timeline represents selected highlights from Mattel's history and does not purport to be complete or comprehensive. For further information about Mattel's history, we encourage you to review the Investor & Media section of the site or historical SEC Filings.
2001 Mattel, Inc. All rights reserved.