Magazine

Table: Remodeling the Dollhouse


Robert Eckert's plan for returning Mattel (k), the birthplace of Barbie and Hot Wheels, to its former glory:

Speak to Me

Mattel is giving electronic speech and motion to a wide range of traditional toys, from Fisher-Price blocks to a Harry Potter dragon that growls and coos

Hire a Specialist

After the disastrous acquisition of Learning Co., Mattel is hiring companies to develop electronic games from its franchise toys

Selective Licensing

Mattel decided not to license toys based on new Disney movies, but kept the rights to Mickey, Minnie, and other older characters. It also signed a low-cost deal for toys tied to the upcoming Harry Potter movie


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