Mattel Book: 70 Years of Innovation and Play - Assouline

"Innovation became the hallmark of Mattel's business," Mattel co-founder Elliot Handler said in 1968. "We were unorthodox, enterprising - our employees were willing to try new things. This quality, than any other, has been the key to the company's progress". From humble beginnings producing frames for portrait studios to iconic Barbie and Hot Wheels, Mattel has been a master of imagination and innovation for seventy years.

In 1938, Handler began making Lucite works of art in Harold "Matt" Matson's garage in Los Angeles. Soon he went into business under the name of Elzac Jewelry, and Hollywood starlets were the models for his creations. When Handler and Matson left Elzac and went into business as Mattel, it was 1945 and, with the country at war, the use of plastics was limited to the military. Innovators as they were, they began selling wooden frames and soon moved into making dollhouse furniture, before moving into toys. Barbie was born in 1959, and a year later Mattel became a public company. Over the next few years, Mattel launched other iconic toys, including Hot Wheels and He-Man, began to incorporate other brands, such as Fisher-Price, Pleasant Company (including American Girl) and Tyco Toys, and has licensing deals with Disney, Nickelodeon and Harry Potter.

Celebrating the spectacular history of the Mattel family of brands, this volume brings together archival footage from Mattel's early years and original photography of some of Mattel's most iconic toys to express the joy and energy of all toys. since its foundation, a fantastic tribute to the happiness of childhood and the lasting memories of the best moments in life. Readers of all ages will be delighted to rediscover their favorite toys and learn the stories behind them.

- 208 pages
- 150 illustrations
- English language
- Published in October 2015
- L 11.81 x W 14.96 x D 1.18 in
- Hardcover with dust jacket
- 6.0 lbs.

"Innovation became a hallmark of Mattel operations,” said Mattel co-founder Elliot Handler in 1968. “We were unorthodox, venturesome—our people were willing to try new things. This quality, more than any other, has been the key to the company’s progress.” From its humble beginnings producing picture frames for portrait studios to icons including Barbie and Hot Wheels, Mattel has been a master of imagination and innovation for seventy years.

In 1938, Handler began crafting art objects from Lucite in the LA garage of Harold “Matt” Matson. Soon he was in business as Elzac Jewelry, with Hollywood starlets modeling his designs. When Handler and Matson left Elzac and went into business as Mattel, the year was 1945 and with the nation at war, plastics were restricted for military use. Innovators as they were, they began selling wooden picture frames and quickly branched out into dollhouse furniture, before changing their emphasis to toys. Barbie was born in 1959 and one year later Mattel became a publicly owned company. In the following years, Mattel launched other iconic toys, including Hot Wheels and He-Man; began incorporating other brands, such as Fisher-Price, Pleasant Company (including American Girl), and Tyco Toys; and entered licensing agreements with Disney, Nickelodeon, and Harry Potter.

Celebrating the spectacular history of the Mattel family of brands, this volume brings together archival images from the early years of Mattel and original photography of some of Mattel's most iconic toys to express the joy and energy of all the toys since its founding, a fantastic tribute to the happiness of childhood and the enduring memories of life's best moments. Readers of all ages will delight in rediscovering their favorite toys and learning the stories behind them.

- 208 pages
- 150 illustrations
- English language
- Released in October 2015
- W 11.81 x L 14.96 x D 1.18 in
- Hardcover with Jacket
- 6.0 lbs.