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The Joy Factory: How Mattel Keeps Its Enduring Brands Present in Pop Culture
Call it the joy factory. Mattel brands have never been more present in pop culture as the pioneering toymaker celebrates its 80th anniversary.
In addition to foundational Mattel brands such as Barbie, Hot Wheels, Matchbox and card game Uno, the company over the years has acquired complementary toymakers, including Fisher-Price, American Girl, Mega Bloks and the owner of Thomas the Tank Engine, Bob the Builder and Barney. Kreiz sees toy sales serving as a ballast for Mattel in a similar way that theme parks benefit the Walt Disney Co. It’s a vital consumer touchpoint, but not the end-all and be-all that it once was. As evidence, Kreiz and his team point to the performance of Mattel Creations, the company’s pricey line of collectible dolls and toys aimed at high-end buyers with adult-sized bank accounts.
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