Editing Mattel (section)

==History==
===Origins and early years===
Businessman Harold "Matt" Matson and the husband-and-wife duo of Elliot and [[Ruth Handler|Ruth]] Handler founded Mattel as '''Mattel Creations''' in January 1945 in a garage in [[Los Angeles]].<ref>{{cite web|title=Our Story|url=https://creations.mattel.com/pages/our-story|website=Mattel Creations|access-date=4 November 2021}}</ref><ref name="MCH">{{cite web|title=History {{!}} Mattel, Inc.|url=https://corporate.mattel.com/en-us/about/history|access-date=4 November 2020|website=Mattel Corporate}}</ref> The company name chosen is a [[portmanteau]] of the surname of Matson and first name of Elliot, with former chairman and CEO Bob Eckert revealing at a 2013 Christmas Day [[Palos Verdes Peninsula|Peninsula Seniors]] lecture that the founders, according to Elliot, could not fit Ruth's name into that of their company.<ref>{{cite AV media|date=9 September 2012|title=History of Mattel by Robert Eckert|publisher=[[YouTube]]|url=https://www.youtube.com/watch?v=HGwGljfOGD4|quote=See duration 2:10 until 2:22 for his words on the company's name.}}</ref> The company began selling picture frames and later dollhouse furniture out of the scraps from those frames. Matson sold his share and stake to the Handlers due to poor health the following year, with Ruth Handler taking over his stake.<ref name="idc" /> In 1947, the company had its first successful toy, a [[ukulele]] called "Uke-A-Doodle".<ref name="MCH" />

The company was incorporated in [[Hawthorne, California]] in 1948.<ref name="idc" /> In 1950, the [[Magic 8 Ball]], currently owned by Mattel themselves, was invented by Albert C. Carter and Abe Bookman.<ref>{{cite web|last=Kozelsky|first=Holly|date=February 7, 2020|title=Holly Kozelsky: The magic of having the right answers|url=https://martinsvillebulletin.com/opinion/columnists/holly-kozelsky-the-magic-of-having-the-right-answers/article_5b2c6fad-6d0f-52a6-9710-8dded8c6e028.html|website=Martinsville Bulletin|access-date=July 15, 2021}}</ref> Mattel started [[television advertisement|advertising on television]] when it became the first sponsor of the ''[[Mickey Mouse Club]]'' TV series.<ref>{{Cite magazine|date=October 10, 1962|title=Corporations: All's Swell at Mattel|url=https://content.time.com/time/subscriber/article/0,33009,874558,00.html|magazine=[[Time (magazine)|Time]]|access-date=July 15, 2021|issn=0040-781X}}</ref> The [[Fisher-Price]] [[Corn Popper]], and the [[Xylophone]] was released in 1957.<ref>{{cite web|last=Meisenzahl|first=Mary|title=Fisher-Price is putting a virtual toy museum on Instagram with 90 exhibits tapping into nostalgia for a new spin on experimental e-commerce — see inside|url=https://www.businessinsider.com/fisher-price-virtual-museum-with-vintage-toys-and-gift-shop-2020-10|website=[[Business Insider]]|access-date=September 17, 2021}}</ref><ref>{{cite web|date=June 18, 2020|title=Fisher-Price looks back at its 90-year history|url=https://tnp.media/news/fisher-price-looks-back-at-its-90-year-history/|url-status=dead|archive-url=https://web.archive.org/web/20210917031811/https://tnp.media/news/fisher-price-looks-back-at-its-90-year-history/|archive-date=September 17, 2021|website=TNP.MEDIA|access-date=September 17, 2021}}</ref> Mattel would ultimately acquire Fisher-Price on August 20, 1993.<ref>{{cite web|last=Walters|first=Donna K. H.|date=August 20, 1993|title=Mattel to Buy Fisher-Price in $1-Billion Deal |url=https://www.latimes.com/archives/la-xpm-1993-08-20-mn-25728-story.html|website=[[Los Angeles Times]]|access-date=September 17, 2021}}</ref> The [[Barbie]] doll debuted on March 9, 1959, going on to become the company's best-selling toy in history.<ref>{{cite web|title=Ruth Mosko Handler unveils Barbie Doll|url=http://jwa.org/thisweek/mar/09/1959/ruth-mosko-handler|publisher=Jewish Women's Archive|access-date=8 March 2014}}</ref> In 1960, Mattel introduced [[Chatty Cathy]], a talking doll that was voiced by [[June Foray]] and revolutionized the toy industry, leading to pull-string talking dolls and toys flooding the market throughout the 1960s and 1970s.<ref name="idc">{{cite web|title=Mattel, Inc. History|url=http://www.fundinguniverse.com/company-histories/mattel-inc-history/|url-status=live|archive-url=https://web.archive.org/web/20140602044245/http://www.fundinguniverse.com/company-histories/mattel-inc-history/|archive-date=June 2, 2014|work=International Directory of Company Histories. Vol.61.|publisher=St. James Press (2000)|access-date=May 7, 2014}}</ref><ref>{{cite web|last=Hines|first=Ree|date=July 27, 2017|title=June Foray, voice of Bullwinkle's Rocky and many more, dies at 99|url=https://www.today.com/popculture/june-foray-voice-bullwinkle-s-rocky-many-more-dies-99-t114345|website=[[Today (American TV program)|Today]]|access-date=August 26, 2021}}</ref> In 1961, Mattel introduced [[Ken (doll)|the Ken doll]].<ref>{{cite web|date=March 12, 2021|title=Barbie's friend Ken celebrates a milestone birthday: 60|url=https://www.kwqc.com/2021/03/12/barbies-friend-ken-celebrates-a-milestone-birthday-60/|access-date=May 1, 2021|website=[[KWQC-TV|KWQC TV 6]]}}</ref> The company went public in 1960 and became listed on the [[New York Stock Exchange]] 3 years later. Mattel also acquired a number of like-minded companies during the 1960s.<ref name=idc/>

The ''Barbie Dreamhouse'' made with cardboard and paper made its debut in 1962,<ref>{{cite web|last=Schlossberg|first=Mallory|date=November 22, 2017|title=See the Evolution of the Barbie Dreamhouse|url=https://www.redbookmag.com/life/friends-family/g13149021/barbie-dreamhouse-evolution/|website=Redbook|access-date=July 2, 2021}}</ref> when also the Astronaut Barbie, the first of many space-themed iterations of the doll, was introduced.<ref>{{cite web|date=5 August 2013|title=Barbie in Space: Iconic Doll's Astronaut Looks (Photos)|url=https://www.space.com/22240-barbie-space-doll-astronaut-photos.html|website=Space.com|access-date=July 29, 2021}}</ref> In 1965, the company built on its success with the Chatty Cathy doll to introduce the [[See 'n Say]] talking toy, spawning a line of products.<ref>{{cite magazine|last=Townsend|first=Allie|date=February 16, 2011|title=All-TIME 100 Greatest Toys: See 'N Say|url=https://content.time.com/time/specials/packages/article/0,28804,2049243_2048656_2049201,00.html|url-status=live|archive-url=https://web.archive.org/web/20160623174214/http://content.time.com/time/specials/packages/article/0,28804,2049243_2048656_2049201,00.html|archive-date=June 23, 2016|magazine=[[Time (magazine)|Time]]|access-date=June 6, 2016}}</ref> Barbie traveled to the Moon four years before [[Neil Armstrong]] and [[Buzz Aldrin]].<ref>{{cite web|last=Holland|first=Brynn|title=Barbie Through the Ages|url=https://www.history.com/news/barbie-through-the-ages|access-date=29 July 2021|website=[[History (American TV network)|HISTORY]]|date=March 8, 2019}}</ref> In 1967, Mattel released a toy astronaut with space vehicles and a Moon base for boys, with a gumby-like central character named [[Major Matt Mason]].<ref>{{cite web|last=Lesaffre|first=Sévan|date=September 11, 2019|title=Major Matt Mason : Tom Hanks campera le jouet dans un film écrit par Akiva Goldsman|trans-title=Major Matt Mason: Tom Hanks will camp the toy in a film written by Akiva Goldsman|url=https://www.cinechronicle.com/2019/09/major-matt-mason-tom-hanks-campera-le-jouet-dans-un-film-ecrit-par-akiva-goldsman-122853/|website=CineChronicle|access-date=29 July 2021|language=fr-FR}}</ref>
[[File:Mattel logo.svg|thumb|Logo used from 1969 to 2019]]
On May 18, 1968, ''[[Hot Wheels]]'' was released to the market.<ref name="idc" /> Hot Wheels was invented by a team of Mattel inventors, which included a rocket scientist and a car designer.<ref>{{cite web|last=Miller|first=Aaron|title=16 Things You Didn't Know About Hot Wheels|url=https://www.thrillist.com/cars/16-things-you-didn-t-know-about-hot-wheels-history-facts-and-trivia|website=Thrillist|date=January 8, 2015 |access-date=August 26, 2021}}</ref><ref>{{cite web|title=Mattel's Hot Wheels History – Where It All Started|url=http://hotwheelscentric.com/hot-wheels-history/|website=Hot Wheels Centric|access-date=August 26, 2021}}</ref> That year also saw another doll release, this time, Christie, Barbie's friend and the first black doll,<ref>{{cite web|last=Lakritz|first=Talia|date=August 9, 2020|title=Here's what Barbie looked like the year you were born|url=https://www.businessinsider.in/thelife/news/hereaposs-what-barbie-looked-like-the-year-you-were-born/slidelist/77448457.cms|website=[[Business Insider]]|access-date=17 July 2021}}</ref> which in the following years and decades would spawn [[List of Barbie's friends and family|an endless line of Barbie-themed and branded family and friends]]. In 1969, Mattel changed the ''Mattel Creations'' and the "Mattel, Inc. – Toymakers" marketing brands to just ''Mattel'' and launched the "red sun" logo with the ''Mattel'' wordmark in all capitals for better identity. In 1970, Hot Wheels forged a sponsorship agreement with drag racing drivers [[Don Prudhomme|Don “The Snake” Prudhomme]] and [[Tom McEwen (drag racer)|Tom “The Mongoose” McEwen]].<ref name="HWS">{{Cite news|last=Huffman|first=John Pearley|date=August 5, 2012|title=A Rivalry That Helped Turn a Pastime Into a Profession|work=[[The New York Times]]|url=https://www.nytimes.com/2012/08/05/automobiles/rivalry-that-helped-turn-pastime-into-a-profession.html|access-date=October 21, 2021|issn=0362-4331}}</ref> In addition to other marketing measures, the two racers’ cars, a yellow Barracuda and a red Duster, were reproduced as Hot Wheels toys.<ref name="HWS" />

In May 1970, Mattel formed a joint venture film production company "''Radnitz/Mattel Productions''" with producer [[Robert B. Radnitz]],<ref name="lat">{{cite news|last=Knapp|first=Dan|date=May 21, 1970|title=Mattel, Radnitz Join Hands|url=https://www.proquest.com/docview/156485316|archive-url=https://web.archive.org/web/20171001121851/https://pqasb.pqarchiver.com/latimes/doc/156485316.html?FMT=ABS&FMTS=ABS:AI&type=historic&date=May%2021,%201970&author=&pub=Los%20Angeles%20Times&edition=&startpage=&desc=Mattel,%20Radnitz%20Join%20Hands|archive-date=October 1, 2017|work=[[Los Angeles Times]]|location=[[El Segundo, California|El Segundo]], [[Los Angeles County, California]]|url-status=live|page=F13|id={{ProQuest|156485316}} }}</ref> which would kickstart Mattel's venture into full-time entertainment to accompany its most famed toy TV commercials,<ref>{{cite web |title=Very brief history of Mattel |url=https://dustinsvideogamearchive.weebly.com/intellivision.html |access-date=15 June 2021 |website=Dustin's Video Game Archives}}</ref> and later entered a multimillion-dollar partnership with Mehra Entertainment, whose CEO, Dr. Nishpeksh Padmamohan Mehra and Dr. Nishchal Shome, are Mattel's Inc.'s main directors for [[Barbie (film series)]].<ref>{{Cite web |title=Intellivision |url=https://dustinsvideogamearchive.weebly.com/intellivision.html |website=DUSTIN'S RETRO GAMING ARCHIVE}}</ref>

The card game [[Uno (card game)|Uno]] (now stylized as ''UNO'') was invented by [[Merle Robbins]] in 1971,<ref>{{cite web|last=Conradt|first=Stacy|date=4 April 2016|title=We've All Been Playing Uno Wrong|url=https://www.mentalfloss.com/article/77914/weve-all-been-playing-uno-wrong|website=[[Mental Floss]]|access-date=3 September 2021}}</ref> and was acquired by Mattel in 1996.<ref>{{cite web|title=Uno|url=https://www.toyhalloffame.org/toys/uno|url-status=dead|archive-url=https://web.archive.org/web/20210903162728/https://www.toyhalloffame.org/toys/uno|archive-date=September 3, 2021|website=[[National Toy Hall of Fame]]|access-date=3 September 2021}}</ref>
{| class="wikitable" style="float:right;clear:both;"
|-
! Acquisitions!! Year<ref name="idc" />
|-
| Dee & Cee Toy Co. Ltd.|| 1962
|-
| Standard Plastic Products, Inc.
|rowspan=3| 1966
|-
| Hong Kong Industrial Co., Ltd.
|-
| Precision Moulds, Ltd.
|-
| Rosebud Dolls Ltd. || 1967
|-
| Monogram Models, Inc.
|rowspan=2| 1968
|-
| A&A Die Casting Company
|-
| Ratti Vallensasca, Mebetoys, Ebiex S.A.
|rowspan=3|1969
|-
| H&H Plastics Co., Inc.
|-
| Meta frame Corp.
|-
| [[Ringling Bros. and Barnum & Bailey Circus]]<br>/[[Feld Entertainment|Feld Productions]] || 1971–1982
|-
| [[Ice Follies]]
|rowspan=2| 1979–1982
|-
| [[Holiday on Ice]]
|-
| [[Western Publishing]] || 1979
|-
| [[Corgi Toys]], Ltd. || 1989<ref>{{cite web|date=December 19, 1989|title=COMPANY NEWS; Mattel Sets Deal|url=https://www.nytimes.com/1989/12/19/business/company-news-mattel-sets-deal.html|url-status=live|archive-url=https://web.archive.org/web/20160804131725/http://www.nytimes.com/1989/12/19/business/company-news-mattel-sets-deal.html|archive-date=August 4, 2016|website=[[The New York Times]]|access-date=June 6, 2016}}</ref>
|-
| International Games || 1992<ref name="upi" />
|-
| [[Fisher-Price|Fisher-Price, Inc.]]|| 1993
|-
| [[Tyco Toys|Tyco Toys, Inc.]]|| 1997
|-
| Pleasant Company || 1998<ref name="idc" />
|-
| [[Bluebird Toys]] (original home of ''[[Polly Pocket]]'') || 1998
|-
| [[The Learning Company]] (formerly SoftKey) || 1999–2001<ref name="idc" />
|-
| [[Radica Games]] || 2006<ref name="acquisition">{{cite web |url=http://shareholder.com/mattel/news/20061003-213209.cfm |title=Mattel Inc.: Investor Relations |website=shareholder.com|access-date=21 October 2023 |archive-url=https://web.archive.org/web/20071017133534/http://shareholder.com/mattel/news/20061003-213209.cfm |archive-date=17 October 2007 |date=3 October 2006}}</ref>
|-
| [[HIT Entertainment]] || 2012<ref name="bbc">{{cite web|date=24 October 2011|title=Barbie maker Mattel to buy Thomas the Tank Engine owner|url=https://www.bbc.co.uk/news/business-15430842|url-status=live|archive-url=https://web.archive.org/web/20131027102929/http://www.bbc.co.uk/news/business-15430842|archive-date=October 27, 2013|website=[[BBC News]]|access-date=25 October 2011}}</ref>
|-
| [[Mega Brands]] || 2014<ref name="fbs" />
|-
| Fuhu || 2016
|}

In 1971, Mattel purchased The [[Ringling Bros. and Barnum & Bailey Circus]] from [[Irvin Feld|the Feld family]] for $40 million, whom Mattel kept on as management.<ref>{{cite magazine|last=Langdon|first=Dolly|title=''Lord of the Rings'' Irvin Feld Has Made a Fading Circus the Greatest Show on Earth Again|url=https://people.com/archive/lord-of-the-rings-irvin-feld-has-made-a-fading-circus-the-greatest-show-on-earth-again-vol-13-no-19/|access-date=February 16, 2022|magazine=[[People (magazine)|People]]|date=May 12, 1980|archive-url=https://web.archive.org/web/20150920024435/http://www.people.com/people/archive/article/0,,20076452,00.html|archive-date=September 20, 2015|url-status=live}}</ref> Mattel sold the circus corporation by December 1973 although it was profitable; Mattel showed a $29.9 million loss in 1972.<ref>{{cite news|last1=Brown|first1=Lonnie|last2=Fiero|first2=Peter|title=Mattel Selling Circus World|url=https://news.google.com/newspapers?nid=1346&dat=19731219&id=nmdYAAAAIBAJ&pg=6298,5774725&hl=en|url-status=live|archive-url=https://web.archive.org/web/20151019191901/https://news.google.com/newspapers?nid=1346&dat=19731219&id=nmdYAAAAIBAJ&sjid=ePoDAAAAIBAJ&pg=6298,5774725&hl=en|archive-date=October 19, 2015|work=Lakeland Ledger; [[news aggregation|aggregated]] by [[Google News]]|publisher=[[The New York Times Company]]|issue=64|date=December 19, 1973|volume=67|pages=1A, 7A|access-date=August 4, 2015}}</ref>

In 1974, an investigation found Mattel guilty of issuing false and misleading financial reports, which led to the banishing of Elliot and Ruth Handler from the company they had founded.<ref name= "idc"/>

===Post-Handlers===
Arthur S. Spear, then a Mattel vice president, took control of the company in 1975 and returned the company to profitability in two years.<ref>{{Cite web|title=Mattel Inc|url=https://www.encyclopedia.com/social-sciences-and-law/economics-business-and-labor/businesses-and-occupations/mattel-inc|website=[[Encyclopedia.com]]|access-date=November 11, 2021}}</ref> In 1978, the Mattel Children's Foundation was founded. Ruth Handler sold her stock in 1980 and finally let loose of the company she co-founded.<ref name="idc" />
{{plain image with caption|Mattel Electronics logo.svg|Logo of Mattel Electronics (1977–1984)}}
Mattel debuted its Electronics line in 1977 with an all-electronic handheld game. Its success led to its expansion with game consoles then the line, eventually becoming incorporated in 1982.<ref name=hgp>{{cite web|last1=Barton|first1=Matt|last2=Loguidice|first2=Bill|date=May 8, 2008|title=A History of Gaming Platforms: Mattel Intellivision|url=https://www.gamedeveloper.com/game-platforms/a-history-of-gaming-platforms-mattel-intellivision|url-status=live|archive-url=https://web.archive.org/web/20190113151641/http://www.gamasutra.com/view/feature/3653/a_history_of_gaming_platforms_.php |archive-date=January 13, 2019|website=[[Gamasutra]]|access-date=November 5, 2015|pages=1, 3}}</ref> Mattel Electronics forced Mattel to take a $394 million loss the following and almost filed for bankruptcy.<ref name="idc" />

In 1979, through [[Feld Entertainment|Feld Productions]], Mattel purchased the [[Holiday on Ice]] and [[Ice Follies]] for $12 million,<ref>{{cite web|last=Dale|first=Steve|date=January 20, 1995|title=Snow White And Greenbacks|url=https://www.chicagotribune.com/news/ct-xpm-1995-01-20-9501200093-story.html|url-status=live|archive-url=https://web.archive.org/web/20150914025442/http://articles.chicagotribune.com/1995-01-20/entertainment/9501200093_1_kenneth-feld-productions-snow-white-dwarfs|archive-date=September 14, 2015|website=[[Chicago Tribune]]|access-date=February 15, 2022}}</ref> Also acquired that year was [[Western Publishing]] for $120 million in cash and stock.<ref name=idc0>{{cite web|title=Western Publishing Group, Inc. History|url=http://www.fundinguniverse.com/company-histories/western-publishing-group-inc-history/|work=International Directory of Company Histories. Vol.13|publisher=St. James Press (2000)|access-date=November 5, 2015|archive-url=https://web.archive.org/web/20120724052813/http://www.fundinguniverse.com/company-histories/western-publishing-group-inc-history/|archive-date=July 24, 2012|url-status=live}}</ref> which they sold to Richard A. Bernstein in December 4 years later.<ref name="idc0" />

In 1980, Mattel introduced the first diverse line of Barbie dolls with a Hispanic doll and the first African-American Barbie (unrelated to Barbie friend Christie),<ref>{{Cite web|date=July 17, 2020|title=Fisher-Price turns 90 + your chance to WIN|url=https://babyyumyum.co.za/fisher-price-turns-90/|url-status=dead|archive-url=https://web.archive.org/web/20211123191044/https://babyyumyum.co.za/fisher-price-turns-90/ |archive-date=November 23, 2021|website=BabyYumYum South Africa|access-date=November 23, 2021}}</ref><ref name="BExp">{{Cite web|last=Conklin |first=Lisa Marie |date=May 10, 2022 |title=What Barbie Looked Like the Decade You Were Born |url=https://www.rd.com/list/what-barbie-looked-like-decade-you-were-born/|website=[[Reader's Digest]]}}</ref> which will eventually include iterations of Barbie from more than 40 countries.<ref name="BExp" />

In 1982, [[He-Man]] and the [[Masters of the Universe]] line of action figures was released, which inspired a three-issue comic book mini-series, an animated series and a live-action film.<ref name="HeMan">{{Cite web|date=2017-09-10|title=Masters Of Your Bank Account: The 15 Most Expensive He-Man Toys Ever|url=https://www.cbr.com/most-expensive-he-man-toys/|website=[[Comic Book Resources]]|access-date=December 12, 2021}}</ref>

The Felds bought the circus (and related companies) in 1982 for $22.8 million.<ref>{{cite news|date=March 19, 1982|title=Feld Family Buys Ringling Bros|url=https://www.nytimes.com/1982/03/19/business/feld-family-buys-ringling-bros.html|url-status=live|archive-url=https://web.archive.org/web/20081211090011/http://query.nytimes.com/gst/fullpage.html?res=9D00E0DD1639F93AA25750C0A964948260|archive-date=December 11, 2008|work=[[The New York Times]]|access-date=February 15, 2022|quote=Mattel Inc. said it had sold Ringling Brothers-Barnum & Bailey Combined Shows Inc. for $22.8 million to a family who had owned the circus and managed it for 26 years. Two members of the family, Irvin Feld and his son, Kenneth, said the deal included the circus, Ice Follies, [[Holiday on Ice]], and the new [[Disney On Ice|Walt Disney's World on Ice]].}}</ref>

In the early 1980s, Mattel produced [[video game system]]s, under its own brands and under license from [[Nintendo]].

In 1985, the company launched the Barbie “We Girls Can Do Anything” TV advertising campaign to encourage girls to believe in themselves.<ref name="KnowBarbie">{{Cite web|last=Barbie|title=60 things you didn't know about Barbie|url=https://www.nowtolove.com.au/lifestyle/daily-life/barbie-facts-54287|website=Now To Love|date=March 2019 |access-date=December 16, 2021}}</ref> They also released the CEO / Day-to-Night Barbie to celebrate women becoming CEOs.<ref name="BPrez">{{Cite web|last=Conklin|first=Lisa Marie|date=October 21, 2021|title=What Barbie Looked Like the Decade You Were Born |url=https://www.rd.com/list/what-barbie-looked-like-decade-you-were-born/|website=[[Reader's Digest]]|access-date=16 December 2021}}</ref> In 1986, Barbie joined the list of famous individuals painted by [[Andy Warhol]].<ref name="KnowBarbie" />

[[New York City]]-based venture capital firms [[Warburg Pincus|E.M. Warburg, Pincus & Co.]], and [[Drexel Burnham Lambert]] invested a couple hundred million dollars in Mattel in 1984 to help the company survive. However, the Masters of the Universe action figure line sales dropped, causing a $115 million loss in 1987.

In the late 1980s, John W. Amerman, who joined Mattel in 1980 as head of its international division, was named the company's new chairman and improved its financial performance in 1987 by focusing on core brands. It paid off as sales of Barbie dolls and accessories increased from $430 million to almost $1 billion between 1987 and 1992.<ref name="idc" />

Mattel secured licensing and sponsorship rights from [[The Walt Disney Company]] for a new line of infant and preschool plush toys in 1988, sponsor attractions and to develop and sell toys at three Disney theme parks.<ref name="idc" /> Mattel also negotiated the exclusive rights to sell dolls, stuffed characters and preschool toys based on Disney characters.<ref name="idc" /> On January 31, 1988, Mattel shut down its operations in the [[Philippines]] and shifted the distribution and sales of Mattel-branded toys and games to Richprime Global, Inc. (formerly Richwell Trading Corporation). Mattel returned to working with Disney the following year.<ref name="idc" />

In 1991, Mattel moved its headquarters from Hawthorne to its current [[El Segundo, California|El Segundo]] site, in [[Los Angeles County, California|Los Angeles County]].<ref>{{Cite news|date=20 September 1989|title=Mattel Toys to Move Its Headquarters to El Segundo Site|url=https://www.latimes.com/archives/la-xpm-1989-09-20-me-273-story.html|url-status=live|archive-url=https://web.archive.org/web/20170312043324/http://articles.latimes.com/1989-09-20/local/me-273_1_el-segundo|archive-date=12 March 2017|issn=0458-3035|website=[[Los Angeles Times]]|access-date=16 February 2022}}</ref>

====Uno, Fisher-Price, American Girl, Polly Pocket: 1992–2009====
In 1992, Mattel created the first President Barbie, claiming that Barbie has run for President 7 times since 1992 and released an all-ticket in 2016.<ref>{{Cite web|last=Kurtzleben|first=Danielle|date=July 30, 2020|title=An Oral History Of How Barbie Lost The Presidency Yet Again|url=https://www.npr.org/2020/07/30/896649237/an-oral-history-of-how-barbie-lost-the-presidency-yet-again|website=[[NPR]]|access-date=August 1, 2020}}</ref>

Mattel entered the gaming business in 1992 with the purchase of International Games, creators of [[Uno (card game)|UNO]] and [[Skip-Bo]].<ref name="upi">{{cite web|date=January 23, 1992|title=Mattel to buy International Games|url=https://www.upi.com/Archives/1992/01/23/Mattel-to-buy-International-Games/5517696142800/|url-status=live|archive-url=https://web.archive.org/web/20181129100349/https://www.upi.com/Archives/1992/01/23/Mattel-to-buy-International-Games/5517696142800/|archive-date=November 29, 2018|website=UPI|access-date=November 29, 2018}}</ref> The company purchased [[Fisher-Price|Fisher-Price, Inc.]] on August 20, 1993, and [[Tyco Toys|Tyco Toys, Inc.]] (owners of the [[Matchbox (brand)|Matchbox]] and [[Dinky Toys]] brands) in 1997. In 1998, Mattel acquired Pleasant Company (creators of the [[American Girl]] brand)<ref name="idc" /> and [[Swindon]], [[England]]-based toymaker [[Bluebird Toys]] (along with its most prized property, ''[[Polly Pocket]]''). In the same year, the first American Girl retail store opened for business in [[Chicago]].<ref>{{Cite web|last=Jones|first=Chris|date=November 29, 2018|title=How American Girl Place was a first in Chicago — and way ahead of its time|url=https://www.chicagotribune.com/entertainment/theater/ct-ae-american-girl-place-chicago-1202-story.html |website=[[Chicago Tribune]]|access-date=9 December 2021}}</ref>

In 1997, the Fisher-Price [[Little People (toys)|Little People]] toys underwent a redesign to look more like real kids with different skin colors, added arms and hands, and greater detail on the face, hair, and clothes.<ref>{{Cite web|last=Lammie|first=Rob|date=July 26, 2010|title=A Brief History of Fisher-Price Little People|url=https://www.mentalfloss.com/article/26320/little-people-big-fun-brief-history-fisher-price-little-people|website=[[Mental Floss]]|access-date=March 30, 2022}}</ref> Also that year, Mattel acquired [[View-Master]],<ref>{{Cite web|last=Arce|first=Nicole|date=February 14, 2015|title=View-Master History: From Sawyers, Mattel To The Age Of Virtual Reality|url=https://www.techtimes.com/articles/32852/20150214/view-master-history-from-sawyer-mattel-to-the-age-of-virtual-reality.htm|website=Tech Times|access-date=December 1, 2022}}</ref> and Hot Wheels partnered with [[NASCAR]] drivers [[Kyle Petty]] and [[Jack Baldwin (racing driver)|Jack Baldwin]] leading to the production of the first NASCAR-themed vehicles.<ref>{{Cite web|date=June 1, 2018|title=Simple toy has evolved into a true lifestyle brand|url=https://www.jacksonville.com/story/business/automotive/2018/06/01/hot-wheels-at-50-simple-toy-has-evolved-into-true-lifestyle-brand/12082583007/|website=[[The Florida Times-Union]]|access-date=March 30, 2022}}</ref>

In 1998, Mattel donated $25 million to help rebuild UCLA's children's hospital, which was later renamed the [[UCLA Mattel Children's Hospital]].<ref>{{Cite web|last=Liu|first=Yiling|date=March 13, 2017|title=Toy company Mattel donates $50 million to UCLA children's hospital|url=https://dailybruin.com/2017/03/13/toy-company-mattel-donates-50-million-to-ucla-childrens-hospital/|website=[[Daily Bruin]]|access-date=May 5, 2022}}</ref> Barbie was inducted into the National Toy Hall of Fame that year<ref>{{Cite web|last=Martinez|first=Edecio|date=November 19, 2012|title=National Toy Hall of Fame|url=https://www.cbsnews.com/pictures/national-toy-hall-of-fame/|website=[[CBS News]]|access-date=May 5, 2022}}</ref> and the first Thomas & Friends theme park, Thomas Land, opened in Fujikyu Park in [[Japan]].<ref>{{Cite web|date=April 26, 2018|title=Thomas Arrives at UK's Thomas Land|url=https://www.licenseglobal.com/archive/thomas-arrives-uks-thomas-land|work=License Global|publisher=[[Informa]].com|access-date=May 5, 2022}}</ref>

Mattel purchased [[The Learning Company]] (formerly SoftKey) in 1999 for $3.5 billion, but sold it the following year at a loss. The company had a $430.9 million net loss that year.<ref name="idc" />

Mattel earned the first grant for the [[Disney Princess]] doll license in 2000.<ref name="bbw">{{cite news|last=Suddath|first=Claire|date=December 17, 2015|title=The $500 Million Battle Over Disney's Princesses|url=https://www.bloomberg.com/features/2015-disney-princess-hasbro/|url-status=live|archive-url=https://web.archive.org/web/20170208181738/https://www.bloomberg.com/features/2015-disney-princess-hasbro/|archive-date=February 8, 2017|work=[[Bloomberg Businessweek]]|publisher=[[Bloomberg, L.P.]]|access-date=February 18, 2016}}</ref> In December 2000, Mattel [[Mattel, Inc. v. MCA Records, Inc.|sued]] Danish-Norwegian [[Europop]] band [[Aqua (band)|Aqua]], claiming their song "[[Barbie Girl]]" violated the Barbie trademark and turned her into a sex object, referring to her as a "blonde [[bimbo]]". The lawsuit was rejected two years later.<ref>{{cite news|date=July 25, 2002|title=Barbie loses battle over bimbo image|url=http://news.bbc.co.uk/2/hi/americas/2150432.stm|url-status=live|archive-url=https://web.archive.org/web/20070706125100/http://news.bbc.co.uk/2/hi/americas/2150432.stm |archive-date=July 6, 2007|website=[[BBC News]]|access-date=August 8, 2007}}</ref>

In 2000, Mattel signed a deal with [[Warner Bros.]] to become the master licensee for [[Harry Potter]] branded toys.<ref>{{cite web|last1=Bannon|first1=Lisa|last2=Lippman|first2=John|date=11 February 2000|title=Mattel and Hasbro get licenses for characters from Harry Potter|url=https://www.wsj.com/articles/SB950227667707132677|url-status=live|archive-url=https://web.archive.org/web/20171215053855/https://www.wsj.com/articles/SB950227667707132677|archive-date=15 December 2017|website=[[The Wall Street Journal]]|access-date=June 1, 2022}}</ref> It was extended in 2002; Mattel became the master licensee for [[Superman]], [[Batman]], [[Wonder Woman]], [[Flash (DC Comics character)|the Flash]], [[Justice League]] and [[Looney Tunes]] toys for all markets except Asia.<ref>{{cite web|last=Bates|first=James|date=July 9, 2002|title=Mattel, Warner Bros. in Licensing Deal|url=https://www.latimes.com/archives/la-xpm-2002-jul-09-fi-mattel9-story.html|url-status=live|archive-url=https://web.archive.org/web/20150924012133/http://articles.latimes.com/2002/jul/09/business/fi-mattel9|archive-date=24 September 2015|website=[[Los Angeles Times]]|access-date=February 16, 2022}}</ref>

In 2001, the first life-sized [[Hot Wheels]] car, the Twin Mill, was created.<ref>{{Cite web|last=Zepeda|first=Danny|date=November 25, 2017|title=These three classic real-life Hot Wheels will take you back to your childhood|url=https://www.technobuffalo.com/these-three-classic-real-life-hot-wheels-will-take-you-back-to-your-childhood|website=TechnoBuffalo|access-date=June 6, 2022}}</ref> More than twenty life-sized cars were created and all of them were inducted into the Hot Wheels Garage of Legends.<ref>{{Cite web|date=March 18, 2021|title=The Hot Wheels™ Legends Tour is Back |url=https://www.limaohio.com/news/451952/the-hot-wheels-legends-tour-is-back|url-status=dead|archive-url=https://web.archive.org/web/20210413042110/https://www.limaohio.com/news/451952/the-hot-wheels-legends-tour-is-back|archive-date=April 13, 2021|website=The Lima News|access-date=June 6, 2022}}</ref>

[[American Girl]] launched its “Girl of the Year” campaign in 2001 to highlight dolls with contemporary stories; each doll is only available for a year.<ref name="AG">{{Cite web|last=Schild |first=Darcy|date=September 21, 2020|title=How the American Girl toy empire has changed over time, from its iconic historical characters to dolls with modern stories|url=https://www.insider.com/american-girl-dolls-history-evolution-brand-2020-1|website=[[Business Insider|Insider]]|access-date=June 2, 2022}}</ref>

In 2002, the company closed its last factory in the [[United States]]; the factory was originally part of [[Fisher-Price]] outsourcing production to [[China]]. A chain of events followed that led to its distribution of millions of hazardous toys, including ones contaminated with lead.<ref>{{cite web|date=July 2, 2011|title=Fisher-Price recalls almost one million toys|url=http://www.ctv.ca/CTVNews/Health/20070801/toy_recall_070830/|url-status=dead|archive-url=https://web.archive.org/web/20110702075303/http://www.ctv.ca/CTVNews/Health/20070801/toy_recall_070830/|archive-date=July 2, 2011|website=[[CTV News]]|access-date=June 9, 2011}}</ref> On August 14, 2007, Mattel recalled over 18 million products, with Louise Story of ''[[The New York Times]]'' in close coverage.<ref>{{Cite news|last1=Barboza|first1=David|last2=Story|first2=Louise|date=July 26, 2007|title=Toymaking in China, Mattel's Way|url=https://www.nytimes.com/2007/07/26/business/26toy.html|issn=0362-4331|url-status=live|archive-url=https://web.archive.org/web/20170202230718/http://www.nytimes.com/2007/07/26/business/26toy.html|archive-date=February 2, 2017|newspaper=[[The New York Times]]|access-date=July 4, 2015}}</ref><ref>{{cite news|last=Story|first=Louise|date=August 28, 2007|title=Mattel shifts into crisis mode after quality problems|url=https://www.nytimes.com/2007/08/28/business/worldbusiness/28iht-mattel.4.7289869.html?pagewanted=all|url-status=live|archive-url=https://web.archive.org/web/20171001124325/http://www.nytimes.com/2007/08/28/business/worldbusiness/28iht-mattel.4.7289869.html?pagewanted=all|archive-date=October 1, 2017|newspaper=[[The New York Times]]|access-date=October 1, 2022}}</ref><ref name="MattelandLead">{{Cite news|last=Story|first=Louise|date=August 2, 2007|title=Lead Paint Prompts Mattel to Recall 967,000 Toys|url=https://www.nytimes.com/2007/08/02/business/02toy.html|url-status=live|archive-url=https://web.archive.org/web/20170129172355/http://www.nytimes.com/2007/08/02/business/02toy.html|archive-date=January 29, 2017|newspaper=[[The New York Times]]|access-date=July 4, 2015|issn=0362-4331}}</ref> Many of the products had surface coatings that contained more than the U.S. legal limit of .06% lead by weight.<ref name="MattelandLead" /> Other toys were recalled because their strong, detachable magnets could endanger children. Mattel re-wrote its policy on magnets, finally issuing a recall in August 2007.<ref name="recall1">{{cite web|title=Mattel to announce toy recall|url=http://service.mattel.com/us/recall/default.asp?recall_id=52431|url-status=live|archive-url=https://web.archive.org/web/20110714050224/http://service.mattel.com/us/recall/default.asp?recall_id=52431|archive-date=July 14, 2011|website=Mattel.com Services|access-date=June 9, 2011}}</ref> The recall included 7.1 million Polly Pocket toys produced before November 2006, 600,000 [[Barbie]] and Tanner Playsets, 1 million [[Doggie Daycare]], [[Weekly Shōnen Jump|Shonen Jump]]'s [[One Piece]] and thousands of [[Batman]] [[Manga]] toys due to exposed [[magnets]].<ref name=recall1/> In 2009, Mattel paid a $2.3 million fine to the [[U.S. Consumer Product Safety Commission|Consumer Products Safety Commission]] for marketing, importing and selling non-compliant toys.<ref>{{cite web|last=Kavitanz|first=Parija|title=Mattel fined $2.3 million over lead in toys|url=https://money.cnn.com/2009/06/05/news/companies/cpsc/|url-status=live|archive-url=https://web.archive.org/web/20090803052016/http://money.cnn.com/2009/06/05/news/companies/cpsc/|archive-date=August 3, 2009|access-date=8 November 2013|website=[[CNN Business|CNN Money]]}}</ref> Mattel was noted for its crisis response by several newspaper publications, including ''[[PRWeek]]'', the ''[[Los Angeles Times]]'', ''[[Fortune (magazine)|Fortune]]'' and Business Management.<ref>{{cite web|last=Lewis|first=Tanya|title=Mattel tackles crisis with solid comms|url=http://www.prweek.com/article/1255057/mattel-tackles-crisis-solid-comms|url-access=registration|url-status=live|archive-url=https://web.archive.org/web/20150705181406/http://www.prweek.com/article/1255057/mattel-tackles-crisis-solid-comms |archive-date=July 5, 2015|website=[[PRWeek]]|access-date=July 4, 2015}}</ref><ref>{{Cite news|last1=Goldman|first1=Abigail|last2=Reckard|first2=E. Scott|date=18 August 2007|title=Tactics differ for 2 firms in crises|url=https://www.latimes.com/archives/la-xpm-2007-aug-18-fi-pr18-story.html|url-status=live|newspaper=[[Los Angeles Times]]|access-date=4 July 2015|issn=0458-3035|archive-url=https://web.archive.org/web/20170210041948/http://articles.latimes.com/2007/aug/18/business/fi-pr18|archive-date=10 February 2017}}</ref><ref>{{cite web|last=Yang|first=Jia Lynn|date=January 22, 2008|title=Mattel's CEO Recalls a Rough Summer|url=https://money.cnn.com/2008/01/21/news/companies/mattel.fortune/?section=money_latest|archive-url=https://web.archive.org/web/20140512222738/http://money.cnn.com/2008/01/21/news/companies/mattel.fortune/?section=money_latest|archive-date=May 12, 2014|website=[[CNN Business|CNN Money]]|access-date=August 11, 2016 }}</ref>

On September 13, 2009, Mattel's ticker symbol moved from the NYSE to the [[NASDAQ]] Global Select Market (NASDAQ-GS large cap).<ref>{{cite web | url=https://labusinessjournal.com/news/mattel-to-move-to-nasdaq/ | title=Mattel to Move to Nasdaq | date=September 13, 2009 }}</ref>

===More acquisitions and brand portfolio expansion: 2010–2016===
On June 11, 2010, Mattel launched [[Monster High]], a fashion doll line featuring the teenage children of famous and well-known monsters like [[Dracula]], [[Frankenstein]], [[Cleopatra]], [[Gorgon]], [[Werewolf]], and [[Mummy|The Mummy]].<ref>{{Cite web|last=Nicholasi|first=Paul|date=11 June 2010|title=Mattel Launches Monster High|url=https://www.dreadcentral.com/news/17808/mattel-launches-monster-high/|website=[[Dread Central]]|access-date=1 July 2014}}</ref><ref>{{cite web|last=Chang|first=Andrea|date=13 August 2010 |title=Watch out, Barbie: Mattel's edgy Monster High is in session|url=https://www.latimes.com/archives/la-xpm-2010-aug-13-la-fi-monster-high-20100813-story.html|website=[[Los Angeles Times]]|access-date=23 September 2021}}</ref> It led to popularity and cult following success which Mattel translated into two spin-offs, each with a different focus than Monster High; ''[[Ever After High]]'' in 2013<ref>{{cite web|date=October 28, 2013|title=Mattel Announces the Global Launch of Ever After High™|url=https://investors.mattel.com/news-releases/news-release-details/mattel-announces-global-launch-ever-after-hightm|url-status=dead|archive-url=https://web.archive.org/web/20211107205321/https://investors.mattel.com/news-releases/news-release-details/mattel-announces-global-launch-ever-after-hightm|archive-date=November 7, 2021|website=Mattel Investors|access-date=4 November 2020}}</ref><ref>{{cite web|last=Dickson|first=Jeremy|date=28 October 2013|title=Mattel's Ever After High launches globally|url=https://kidscreen.com/2013/10/28/mattels-ever-after-high-launches-globally/|work=Kidscreen|publisher=[[Brunico Communications]]|access-date=4 November 2020}}</ref> and ''[[Enchantimals]]'' four years later. In 2011, Hot Wheels set a new world-record for a jump made by a four-wheeled vehicle at the 100th anniversary of the Indy 500.<ref name="Wired">{{Cite magazine|last=Malinowski|first=Erik|date=May 31, 2011|title=Video: Life-Size Hot Wheels Car Completes World Record Jump|url=https://www.wired.com/2011/05/video-hot-wheels-world-record/|magazine=[[Wired (magazine)|Wired]]|access-date=June 22, 2022|language=en-US|issn=1059-1028}}</ref> The 332 feet jump broke the previous 301 feet record set in 2009.<ref name="Wired" />

On January 5, 2009, [[HIT Entertainment]] named Mattel's Fisher-Price division as its global master toy licensee for its  ''[[Thomas & Friends]]'' franchise (outside of Japan), replacing [[RC2 Corporation]]'s Learning Curve brand in the North American market as well as the HIT Toy Company for the TrackMaster range.<ref>{{cite web|url=https://www.awn.com/news/fisher-price-gets-thomas-friends-license|title=Fisher-Price Gets Thomas & Friends License|work=Animation World Network|first=Annemarie|last=Moody|date=2009-01-05|access-date=2025-01-11}}</ref><ref name="wsj">{{cite news|last=Kell|first=John|title=Mattel to Buy HIT Entertainment|url=https://www.wsj.com/articles/SB10001424052970204644504576650730957530252|access-date=8 April 2013|newspaper=[[The Wall Street Journal]]|date=October 25, 2011|archive-url=https://web.archive.org/web/20170709235912/https://www.wsj.com/articles/SB10001424052970204644504576650730957530252|archive-date=July 9, 2017|url-status=live}}</ref> Mattel then agreed to purchase HIT Entertainment from [[Apax Partners]] on October 24, 2011, for $680 million, excluding its share of the [[Universal Kids|PBS Kids Sprout]] channel (now Universal Kids), which would be completed on February 1, 2012, for £680m,<ref name="MatHIT">{{cite web|last=Szalai|first=George|date=January 31, 2012|title=Mattel's Acquisition of 'Thomas & Friends' Maker HIT Entertainment to Close on Wednesday|url=http://www.hollywoodreporter.com/business/business-news/mattel-acquisition-thomas-friends-maker-HIT-entertainment-earnings-286056/|website=[[The Hollywood Reporter]]|access-date=February 15, 2022|url-status=live|archive-url=https://web.archive.org/web/20200204235823/https://www.hollywoodreporter.com/news/mattel-acquisition-thomas-friends-maker-hit-entertainment-earnings-286056|archive-date=February 4, 2020}}</ref> and be managed under Mattel's Fisher-Price unit.<ref>{{cite web|title=Welcome to HiT Entertainment |url=http://www.hitentertainment.com/corporate/index.aspx?c=usa|url-status=dead|archive-url=https://web.archive.org/web/20131029071459/http://www.hitentertainment.com/corporate/index.aspx |archive-date=October 29, 2013|website=[[HiT Entertainment]]|access-date=October 28, 2013}}</ref> In 2012, Mattel introduced a doll, Ella, to the ''Barbie'' line.<ref name="WHNT">{{Cite web|date=1 July 2014|title=Bald is beautiful: Special Barbie doll 'Ella' inspires kids with cancer|url=https://whnt.com/news/bald-is-beautiful-special-barbie-doll-ella-inspires-kids-with-cancer/|website=[[WHNT-TV]]|access-date=6 July 2022|language=en-US}}</ref> The doll is bald and was distributed directly through hospitals to children experiencing hair loss due to cancer and other diseases.<ref name="WHNT" /> On October 16, 2013, with reports of high profitability, Mattel launched an in-house film studio, [[Mattel Playground Productions]], through which it produces original films, TV shows, Web series, live events, and games.<ref name="PGPL">{{cite news |last=Goldman Getzler |first=Wendy |title=With profits up, Mattel launches in-house studio Playground Productions |url=http://kidscreen.com/2013/10/16/with-profits-up-mattel-launches-in-house-studio-playground-productions/ |access-date=September 7, 2018 |work=[[Brunico Communications|Kidscreen]] |date=October 16, 2013 |archive-url=https://web.archive.org/web/20180908092751/http://kidscreen.com/2013/10/16/with-profits-up-mattel-launches-in-house-studio-playground-productions/ |archive-date=September 8, 2018 |url-status=live }}</ref><ref name="vty">{{cite news|last=Graser|first=Marc|date=November 5, 2013|title=Mattel's Bold Plan to Take Control Back From Hollywood|url=https://variety.com/2013/biz/news/mattels-bold-plan-to-take-control-back-from-hollywood-1200795906/|url-status=live|archive-url=https://web.archive.org/web/20140508033409/http://variety.com/2013/biz/news/mattels-bold-plan-to-take-control-back-from-hollywood-1200795906/|archive-date=May 8, 2014|work=[[Variety (magazine)|Variety]]|publisher=[[Penske Media Corporation]]|access-date=May 7, 2014}}</ref>

''[[Fortune (magazine)|Fortune Magazine]]'' named Mattel one of the top 100 companies to work for in 2013, noting only 1,292 positions were full, out of 164,045 job applications during the previous year, as well as more than 1,000 employees had been with the company longer than 15 years.<ref>{{cite web|date=4 February 2013|title=Mattel – Best Companies to Work For 2013|url=https://money.cnn.com/magazines/fortune/best-companies/2013/snapshots/96.html?iid=bc_lp_arrow1|url-status=live|archive-url=https://web.archive.org/web/20130120090435/http://money.cnn.com/magazines/fortune/best-companies/2013/snapshots/96.html?iid=bc_lp_arrow1|archive-date=January 20, 2013|work=[[Fortune (magazine)|Fortune]]|publisher=[[CNN Business|CNN Money]]|access-date=10 July 2013}}</ref>

On February 28, 2014, Mattel acquired [[Mega Brands]]<ref name="fbs">{{cite web|last=Solomon|first=Brian |date=February 28, 2014|title=Jealous Barbie: Mattel Comes After Lego With Mega Bloks Purchase|url=https://www.forbes.com/sites/briansolomon/2014/02/28/jealous-barbie-mattel-comes-after-lego-with-mega-bloks-purchase/|url-status=live|archive-url=https://web.archive.org/web/20140307140523/http://www.forbes.com/sites/briansolomon/2014/02/28/jealous-barbie-mattel-comes-after-lego-with-mega-bloks-purchase/|archive-date=March 7, 2014|website=[[Forbes]]|access-date=March 5, 2014}}</ref> On April 16, 2015, Mattel announced a partnership with invention platform [[Quirky (company)|Quirky]] to crowd-source a number of products.<ref>{{cite web|last=Kokalitcheva|first=Kia|date=April 16, 2015|title=Quirky and Mattel join forces to crowdsource the next hit toy|url=http://fortune.com/2015/04/16/quirky-mattel-toys/|url-status=live|archive-url=https://web.archive.org/web/20150706130415/https://fortune.com/2015/04/16/quirky-mattel-toys/|archive-date=July 6, 2015|website=[[Fortune (magazine)|Fortune]]|access-date=June 1, 2022}}</ref>

Mattel added a princess-themed Barbie line in 2010. Barbie sales began plummeting in 2012, thus removing focus from the ''[[Disney Princess]]'' line. Mattel had only sold [[Cinderella (Disney character)|Cinderella]], [[Ariel (The Little Mermaid)|Ariel]], [[Belle (Disney character)|Belle]] and the two ''[[Frozen (2013 film)|Frozen]]'' princesses ([[Anna (Frozen)|Anna]] and [[Elsa (Frozen)|Elsa]]) around its last year of the Disney license in early 2016. With these competing lines and an expiration of the brand license at the end of 2015, Disney gave [[Hasbro]] a chance to gain the license given their work on Star Wars, which led to a ''[[Descendants (franchise)|Descendants]]'' license. [[Disney Consumer Products]] also made an attempt to evolve the brand from "damsels" to "heroines." In September 2014, Disney announced Hasbro as the licensed doll maker for the Disney Princess line starting on January 1, 2016.<ref name="bbw" /> Mattel again became the licensed doll maker, instead of Hasbro, in January 2022 and the characters of ''Frozen'' were part of the line.<ref>{{Cite news|last=Creswell|first=Julie|date=January 26, 2022|title=Disney Princess dolls are reunited with Barbie.|url=https://www.nytimes.com/2022/01/26/business/media/mattel-disney-princess-frozen.html|newspaper=[[The New York Times]]|access-date=January 16, 2023|language=en-US|issn=0362-4331}}</ref><ref>{{Cite news|last=Ziobro|first=Paul|date=January 26, 2022|title=WSJ News Exclusive {{!}} Mattel Wins Disney Princess Toy Deal, Joining Elsa of 'Frozen' With Barbie|url=https://www.wsj.com/articles/mattel-wins-disney-toy-deal-joining-elsa-of-frozen-with-barbie-11643198404|newspaper=[[The Wall Street Journal]]|access-date=January 16, 2023|language=en-US}}</ref> The latest collection of dolls was available for purchase in January 2023.<ref>{{Cite web|date=January 5, 2023|title=Disney and Mattel team up to launch re-imagined line of Disney Princess dolls|url=https://goodmorningamerica.com/style/story/disney-mattel-team-launch-imagined-line-disney-princess-96119043|work=[[Good Morning America]]|publisher=[[ABC News (United States)|ABC News]]|access-date=January 16, 2023|language=en}}</ref><ref>{{Cite web|last=Whelan|first=Robbie|date=January 7, 2023|title=Disney Princesses Return to Mattel as Barbie Maker's Turnaround Ambitions Grow|url=https://www.wsj.com/articles/disney-princess-mattel-barbie-dolls-11673063375|website=[[The Wall Street Journal]]|access-date=January 16, 2023|language=en-US}}</ref>

In January 2015, board member [[Christopher Sinclair]] replaced CEO Bryan Stockton, following with 2/3 of senior executives resigning or receiving lay off.<ref name="bbw"/> The following month, an upgraded View-Master to provide a virtual reality viewing experience was announced through a partnership with Google Cardboard.<ref>{{Cite web|last=Arce|first=Nicole|date=February 14, 2015|title=View-Master History: From Sawyers, Mattel To The Age Of Virtual Reality|url=https://www.techtimes.com/articles/32852/20150214/view-master-history-from-sawyer-mattel-to-the-age-of-virtual-reality.htm|website=Tech Times|access-date=August 18, 2022}}</ref>

On January 21, 2016, Mattel acquired Fuhu, makers of Nabi tablets and other technology-driven hardware, in a bankruptcy proceeding for a sum worth $21 million.<ref>{{Cite news|last=Blakely|first=Lindsay|date=January 21, 2016|title=Mattel Buys Fuhu Out of Bankruptcy for $21.5 Million|work=[[Inc.com]]|url=http://www.inc.com/lindsay-blakely/mattel-buys-fuhu-out-of-bankruptcy-for-$215-million.html|archive-url=https://web.archive.org/web/20160424025737/http://www.inc.com/lindsay-blakely/mattel-buys-fuhu-out-of-bankruptcy-for-$215-million.html|archive-date=April 24, 2016}}</ref> On March 30, 2016, Mattel formed a "senior head" division named ''Mattel Creations'' to centralize its multi-platform content output. In the process, the production teams and operations of Mattel Playground Productions, [[HIT Entertainment]] and the [[American Girl]] content creation team in [[Middleton, Wisconsin]] were absorbed into Creations the following day.<ref name="dl">{{cite news|last=Tartaglione|first=Nancy|title=Mattel Creations Formed To Centralize Toy Giant's Theatrical, TV & Digital Content|url=https://deadline.com/2016/03/mattel-creations-balsam-schwaber-keenan-new-division-barbie-1201729116|access-date=June 6, 2016|work=[[Deadline Hollywood]]|publisher=[[Penske Media Corporation|Penske Business Media, LLC]]|date=30 March 2016|archive-url=https://web.archive.org/web/20160605053450/http://deadline.com/2016/03/mattel-creations-balsam-schwaber-keenan-new-division-barbie-1201729116/|archive-date=June 5, 2016|url-status=dead}}</ref> On July 19, 2016, [[NBCUniversal]] announced Mattel's license acquisition to produce toys based on the ''[[Jurassic Park]]'' franchise after Hasbro's rights expired in 2017.<ref>{{cite web|last=Townsend|first=Matthew |date=July 19, 2016|title=Mattel Nabs Universal's 'Jurassic Park' Toy License From Hasbro |url=https://www.bloomberg.com/news/articles/2016-07-19/mattel-nabs-universal-s-jurassic-park-toy-license-from-hasbro-iqter9wv|url-status=live|archive-url=https://web.archive.org/web/20170712123313/https://www.bloomberg.com/news/articles/2016-07-19/mattel-nabs-universal-s-jurassic-park-toy-license-from-hasbro-iqter9wv|archive-date=July 12, 2017|website=[[Bloomberg Businessweek]]|access-date=June 1, 2022}}</ref>

===Hasbro's failed takeover and Mattel163: 2017–2018===
Former [[Google]] executive, [[Margo Georgiadis]], was announced as company CEO on 17 January 2017.<ref>{{cite news|last1=S. Lublin|first1=Joann|last2=Ziobro|first2=Paul|date=January 17, 2017|title=Mattel Names Google Executive Margaret Georgiadis as CEO|url=https://www.wsj.com/articles/mattel-names-google-executive-margaret-georgiadis-as-ceo-1484661479|url-status=live|archive-url=https://web.archive.org/web/20170117152202/http://www.wsj.com/articles/mattel-names-google-executive-margaret-georgiadis-as-ceo-1484661479|archive-date=17 January 2017|newspaper=[[The Wall Street Journal]]|access-date=January 17, 2017}}</ref> On November 10, 2017 ''[[The Wall Street Journal]]'' reported that [[Hasbro]] had made a takeover offer for Mattel,<ref>{{cite web|last1=Zaiobro|first1=Paul|last2=Mattioli|first2=Dana|date=November 10, 2017|title=Hasbro Sets Its Sights on Mattel|url=https://www.wsj.com/articles/hasbro-makes-takeover-approach-to-mattel-1510351281|url-status=live|archive-url=https://web.archive.org/web/20171111013916/https://www.wsj.com/articles/hasbro-makes-takeover-approach-to-mattel-1510351281|archive-date=November 11, 2017|website=[[The Wall Street Journal]]|access-date=November 11, 2017}}</ref><ref name="cnbc-hasbro">{{cite web|date=November 10, 2017|title=Hasbro approaches Mattel about takeover, says WSJ, citing sources |url=https://www.cnbc.com/2017/11/10/hasbro-approaches-mattel-about-takeover-says-wsj-citing-sources.html|url-status=live|archive-url=https://web.archive.org/web/20171112061835/https://www.cnbc.com/2017/11/10/hasbro-approaches-mattel-about-takeover-says-wsj-citing-sources.html|archive-date=November 12, 2017|website=[[CNBC]]|access-date=January 12, 2018}}</ref> with Hasbro worth about $11 billion at the time and Mattel, $5 billion.<ref name="cnbc-hasbro"/> The latter rejected the offer less than a week later, according to [[Reuters]].<ref name="Reuters25Nov2017">{{cite news|last=Roumeliotis|first=Greg|title=Mattel snubs Hasbro's latest acquisition approach – sources|url=https://www.reuters.com/article/us-mattel-m-a-hasbro-exclusive/exclusive-mattel-snubs-hasbros-latest-acquisition-approach-sources-idUSKBN1DF32W|url-status=live|archive-url=https://web.archive.org/web/20171125145742/https://www.reuters.com/article/us-mattel-m-a-hasbro-exclusive/exclusive-mattel-snubs-hasbros-latest-acquisition-approach-sources-idUSKBN1DF32W|archive-date=November 25, 2017|website=[[Reuters]]|date=November 15, 2017 |access-date=25 November 2017}}</ref>

On January 29, 2018, Mattel and Chinese internet technology and video game company [[NetEase]] formed a joint venture mobile publishing and development studio, [[Mattel163]], aimed at creating apps based on the former's key brands.<ref>{{cite news|last=Foster|first=Elizabeth|date=January 30, 2018|title=Mattel ups its mobile game with NetEase JV|url=http://kidscreen.com/2018/01/30/mattel-ups-its-mobile-game-with-netease-jv/|url-status=live|archive-url=https://web.archive.org/web/20190108130559/http://kidscreen.com/2018/01/30/mattel-ups-its-mobile-game-with-netease-jv/|archive-date=January 8, 2019|work=Kidscreen|publisher=[[Brunico Communications]]|access-date=January 28, 2019}}</ref><ref>{{Cite web|last=Grassullo|first=Stephanie|date=January 30, 2018|title=Mattel, NetEase Launch Mobile Games Studio Mattel163|url=https://www.thetoyinsider.com/mattel-netease-launch-mobile-games-studio-mattel163/|website=The Toy Insider|access-date=August 26, 2022}}</ref><ref>{{Cite web|last=Handrahan|first=Matthew |date=January 30, 2018|title=NetEase and Mattel launch new game studio|url=https://www.gamesindustry.biz/netease-and-mattel-launch-new-game-studio|website=GamesIndustry.biz|access-date=May 4, 2023}}</ref> That same year, American Girl released “Create Your Own,” allowing kids to create a doll from scratch and customize everything including facial features, hair, accessories and outfits, and the doll's favorite places and hobbies.<ref name="AG" />

===Company reorganization and production partnership increments: 2018–present===
On April 19, 2018, Mattel named former [[Disney Digital Network|Maker Studios]] CEO [[Ynon Kreiz]] as chairman and the replacement CEO for outgoing CEO Georgiardis who moved on to head [[Ancestry.com]], effective from April 26, 2018.<ref>{{cite web|last=Whitten|first=Sarah|date=April 19, 2018|title=Mattel's CEO Georgiadis heads to Ancestry. Toymaker taps Ynon Kreiz to replace her|url=https://www.cnbc.com/2018/04/19/mattel-ceo-margo-georgiadis-reportedly-in-talks-to-leave-the-company.html|url-status=live|archive-url=https://web.archive.org/web/20180419213734/https://www.cnbc.com/2018/04/19/mattel-ceo-margo-georgiadis-reportedly-in-talks-to-leave-the-company.html|archive-date=19 April 2018|website=[[CNBC]]|access-date=19 April 2018}}</ref><ref>{{cite press release|last=Clark|first=Alex|date=April 19, 2018|title=Mattel Names Ynon Kreiz As Chief Executive Officer, Effective April 26, 2018|url=https://corporate.mattel.com/news/mattel-names-ynon-kreiz-as-chief-executive-officer-effective-april-26-2018|publisher=Mattel Corporate|access-date=June 2, 2023}}</ref> Two months later, the company laid off 2,200 employees partially due to the liquidation of [[Toys "R" Us]] in the U.S.<ref name="lvrj">{{cite news|date=July 26, 2018|title=Toy giant Mattel to slash more than 2,200 jobs|url=https://www.reviewjournal.com/business/toy-giant-mattel-to-slash-more-than-2200-jobs/|url-status=live|archive-url=https://web.archive.org/web/20180727120426/https://www.reviewjournal.com/business/toy-giant-mattel-to-slash-more-than-2200-jobs/|archive-date=July 27, 2018|website=Las Vegas Review-Journal|agency=[[Associated Press|AP]]|access-date=September 7, 2018}}</ref> Kreiz started reorganization of Mattel which included new board of directors and added that executives having entertainment backgrounds and a global franchise management group had been charged with finding new opportunities in existing markets.<ref name="bb">{{cite web|last=Townsend|first=Matthew|date=6 September 2018|title=Mattel's New CEO Starts Movie Unit to Jump-Start Film Franchises|url=https://www.bloomberg.com/news/articles/2018-09-06/mattel-s-new-ceo-starts-movie-unit-to-jump-start-film-franchises |access-date=7 September 2018|publisher=[[Bloomberg Businessweek]]|url-status=live|archive-url=https://web.archive.org/web/20180908054238/https://www.bloomberg.com/news/articles/2018-09-06/mattel-s-new-ceo-starts-movie-unit-to-jump-start-film-franchises|archive-date=8 September 2018}}</ref>

On 30 August 2018, Mattel indicated the formation of its global franchise management division to be headed by Janet Hsu as chief franchise management officer. The division was mandated to seek out new commercial opportunities plus to bring together consumer products, content development and distribution, digital gaming, live events and partnerships. Hsu was previously the CEO of Saban Brands,<ref>{{cite news|last1=Foster|first1=Elizabeth|date=August 31, 2018|title=Mattel launches global franchise management group|url=http://kidscreen.com/2018/08/31/mattel-launches-global-franchise-management-group/|url-status=live|archive-url=https://web.archive.org/web/20190312020420/http://kidscreen.com/2018/08/31/mattel-launches-global-franchise-management-group/|archive-date=March 12, 2019|work=Kidscreen|publisher=[[Brunico Communications]]|access-date=March 11, 2019}}</ref> where Frederic Soulie last worked before being appointed as senior vice president of content distribution and business development in the franchise division on September 28, 2018.<ref>{{cite news|last=Foster|first=Elizabeth|date=September 28, 2018 |title=Mattel's global franchise management group grows|url=http://kidscreen.com/2018/09/28/mattels-global-franchise-management-group-grows/|url-status=live|archive-url=https://web.archive.org/web/20190407171619/http://kidscreen.com/2018/09/28/mattels-global-franchise-management-group-grows/|archive-date=April 7, 2019|work=Kidscreen|publisher=[[Brunico Communications|Brunico Communications Ltd.]]|access-date=March 11, 2019}}</ref> Hot Wheels celebrated its 50th anniversary the same year by recreating and selling as a set the original 16 Hot Wheels die-cast cars.<ref>{{Cite web|last=Glucker|first=Jeff|date=November 2, 2018|title=Hot Wheels to re-release original 16 with a display set for 50th anniversary|url=https://www.motorauthority.com/news/1119652_hot-wheels-to-re-release-original-16-with-a-display-set-for-50th-anniversary|website=Motor Authority|access-date=September 1, 2022|language=en}}</ref> That same year in September, Thomas & Friends announced an alliance with the United Nations to introduce some of the organization's [[Sustainable Development Goals]], including quality education, gender equality, clean water and sanitation, sustainable cities and communities, responsible consumption and production and life on land, into the show's content.<ref>{{Cite web |date=September 9, 2018|title=Thomas And Friends Launches Collaboration With the United Nations|url=https://www.looktothestars.org/news/18283-thomas-and-friends-launches-collaboration-with-the-united-nations|website=Look to the Stars|access-date=September 13, 2022|language=en}}</ref>

On December 24, 2018, Mattel announced the loss of the DC Comics toy license to [[Spin Master]] starting in the spring of 2020, hitting an 18-year low on its share price which concluded at $9.25 for a share.<ref>{{cite web|last1=I-Chun|first1=Chen|date=December 24, 2018|title=Mattel shares fall after losing DC Comics deal|url=https://www.bizjournals.com/losangeles/news/2018/12/24/mattel-shares-fall-after-losing-dc-comics-deal.html|website=LA Biz|access-date=January 9, 2019}}</ref>

Mattel reorganized Mattel Creations and renamed it ''[[Mattel Television]]'' on February 5, 2019, which would be headed by former [[Disney Branded Television]] programming executive Adam Bonnett.<ref name="vty2">{{cite news|last=Littleton|first=Cynthia|date=6 February 2019|title=Disney Channel Alum Adam Bonnett Joins Mattel Television|url=https://variety.com/2019/tv/news/mattel-television-adam-bonnett-disney-channel-1203129779/|url-status=live|archive-url=https://web.archive.org/web/20190327085911/https://variety.com/2019/tv/news/mattel-television-adam-bonnett-disney-channel-1203129779/|archive-date=27 March 2019|work=[[Variety (magazine)|Variety]]|publisher=[[Penske Media Corporation]]|access-date=11 March 2019}}</ref> On June 30, 2020, Fred Soulie in turn was "role-tripled" to general manager and senior vice president of the new division.<ref>{{cite web|last=Zahn|first=Jamesdate=July 30, 2020|title=Exclusive: Fred Soulie named Senior Vice President, General Manager, Mattel Television|url=https://toybook.com/exclusive-fred-soulie-named-senior-vice-president-general-manager-mattel-television/|website=The Toy Book| date=July 29, 2020 |access-date=June 2, 2021}}</ref><ref>{{Cite web|date=30 July 2020|title=Mattel Television Names SVP and General Manager|url=https://www.licenseglobal.com/executive-moves/mattel-television-names-svp-and-general-manager|website=[[informa|License Global]]|access-date=25 February 2022}}</ref>

On March 9, 2019, Mattel celebrated Barbie's 60th anniversary. As part of the anniversary celebrations, Mattel released 20 new ''role model dolls in its Shero'' line to recognize influential women around the world.<ref>{{Cite web|last=Salling|first=John|date=March 9, 2019|title=Barbie celebrates 60th anniversary|url=https://www.kfyrtv.com/content/news/Barbie-celebrates-60th-anniversary-506939761.html|website=[[KFYR-TV]]|access-date=October 27, 2022|language=en}}</ref><ref>{{Cite web|last=Harris|first=Shakkira |date=March 9, 2019|title=Mattel celebrates Barbie's 60th anniversary, Women's History Month with role model dolls|url=https://www.wxyz.com/lifestyle/mattel-celebrates-barbies-60th-anniversary-womens-history-month-with-role-model-dolls|website=[[WXYZ-TV|WXYZ 7]] Action News [[Detroit]]|access-date=October 27, 2022|location=[[Detroit]], [[Michigan]]}}</ref> Mattel donated $1 from every sale to its Dream Gap Project Fund, which aims to work with other organizations to end the issue of girls seeing themselves as less capable than boys.<ref>{{Cite web|last=Zhan|first=James|date=March 6, 2019|title=Mattel Kicks Off Barbie 60th Anniversary Celebration|url=https://toybook.com/mattel-kicks-off-barbie-60th-anniversary-celebration/|website=The Toy Book|access-date=October 27, 2022|language=en-US}}</ref>

On June 14, 2019, Mattel released new ''Hot Wheels'' ID line of cars, which are embedded with NFC chips so that people can scan the cars and then build tracks, race, and view race stats for combined digital and physical racing play.<ref>{{Cite web|last=Stein|first=Scott|date=June 14, 2019|title=Hot Wheels ID adds Amiibo-style magic to its cars |url=https://www.cnet.com/tech/mobile/hot-wheels-id-are-the-nfc-equipped-nintendo-amiibo-of-toy-cars/|website=[[CNET]]|access-date=November 17, 2022|language=en}}</ref> On December 16, Mattel released an update that allowed kids to scan their cars into an app and then access different coding exercises.<ref>{{Cite web|last=Greene|first=Tristan|date=December 16, 2019|title=Review: Hot Wheels id makes the perfect STEM gift for kids with iPads|url=https://thenextweb.com/news/review-hot-wheels-id-makes-the-perfect-stem-gift-for-kids-with-ipads|website=TNW {{!}} Plugged|access-date=November 17, 2022|language=en}}</ref> On August 19, 2019, Mattel announced a reboot of He-Man and the Masters of the Universe, including new toy lines and brand extensions, a new comic book series and a Netflix series.<ref>{{Cite web|last=Zahn|first=James|date=August 19, 2019|title='Masters of the Universe' Roars Back to Life with Netflix Series, Comics, Toys, More • The Toy Book |url=https://toybook.com/masters-of-the-universe-2020-relaunch/|website=The Toy Book|access-date=November 23, 2022|language=en-US}}</ref>

In October 2019, Mattel released Hot Wheels Monster Trucks, which included a full line of die-cast vehicles, and a national live-event tour, Hot Wheels Monster Trucks Live.<ref>{{Cite web|last=Christensen|first=Matt|date=28 October 2021|title=Hot Wheels' New Monster Truck Toys Are Old-School Cool|url=https://www.fatherly.com/gear/hot-wheels-monster-truck-toys|website=[[Fatherly]]|access-date=October 26, 2022}}</ref> The company also released a line of gender-neutral dolls called the “Creatable World”<ref>{{Cite web|last=Aziz|first=Afdhel|date=September 25, 2019|title=The Power Of Purpose: Mattel Launches Creatable World To Celebrate Inclusive Play For All Kids|url=https://www.forbes.com/sites/afdhelaziz/2019/09/25/the-power-of-purpose-mattel-launches-creatable-world-to-celebrate-inclusive-play-for-all-kids/|website=[[Forbes]]|access-date=October 6, 2022|language=en}}</ref> Mattel Children's Foundation announced and organized its second annual "Global Day of Play", a company-wide community service initiative that focuses on working with nonprofits and organizations around the world to give children a day focused on the power of play.<ref name=":5">{{Cite web|date=June 20, 2019|title=Mattel Announces Second Annual Global Day Of Play Across 30 Cities |url=https://sgbonline.com/mattel-announces-second-annual-global-day-of-play-across-30-cities/|website=SGBOnline|access-date=September 30, 2022|language=en}}</ref>

While formerly associated with content productions, as of 2020, Mattel Creations is now an e-commerce and content platform of Mattel, Inc.<ref name=":13" /><ref>{{Cite web |title=Mattel Creations Launches {{!}} License Global |url=https://www.licenseglobal.com/toys-games/mattel-creations-launches |access-date=2023-10-20 |website=www.licenseglobal.com}}</ref> In April 2020, the company released a ''Thomas & Friends special'' titled “The Royal Engine” to celebrate the program's 75th anniversary, featuring animated versions of Queen Elizabeth and Prince Charles as children and introduced by the Duke of Sussex.<ref>{{Cite web|last=Kolirin|first=Lianne|date=April 28, 2020|title=Prince Harry records special 'Thomas & Friends' episode|url=https://www.cnn.com/2020/04/28/entertainment/prince-harry-thomas-friends-scli-intl/index.html|website=[[CNN]]|access-date=December 8, 2022|language=en}}</ref> In the same month, the new Basquiat Barbie was introduced, featuring the work of the artist [[Jean-Michel Basquiat]].<ref>{{Cite web|last=Holmes|first=Helen|date=April 15, 2020|title=Somehow, This Basquiat Barbie Doll Actually Makes Sense|url=https://observer.com/2020/04/jean-michel-basquiat-barbie/|website=[[observer.com|The Observer]]|access-date=December 21, 2022|language=en-US}}</ref> Mattel also created an online resource, "Mattel Playroom", to provide free games, activities, coloring sheets, DIY projects resources for parents/caregivers and more to help families during the [[COVID-19 pandemic]].<ref>{{Cite web|last=Santoro|first=Alessia|date=April 5, 2020|title=Mattel's Online "Playroom" Offers Free Activities, Games, and Parent Resources |url=https://www.popsugar.com/node/47360307|website=[[PopSugar|POPSUGAR Family]]|access-date=January 5, 2023|language=en-US}}</ref>

[[Warner Music Group#Arts Music|Warner Music Group's Arts Music division]] arranged to become the distributor of Mattel's music catalog on May 1, 2020.<ref>{{cite press release|date=1 May 2020|title=Mattel and Warner Music Group Announce Exclusive Global Distribution Partnership|url=https://corporate.mattel.com/news/mattel-and-warner-music-group-announce-exclusive-global-distribution-partnership|url-status=dead|archive-url=https://web.archive.org/web/20220206163019/https://corporate.mattel.com/news/mattel-and-warner-music-group-announce-exclusive-global-distribution-partnership|archive-date=6 February 2022|publisher=Mattel Corporate|access-date=4 January 2022}}</ref><ref>{{cite web|last=Forde|first=Eamonn|date=4 May 2020|title=Warner Music Group signs distribution partnership with Mattel |url=https://musically.com/2020/05/04/warner-music-group-signs-distribution-partnership-with-mattel/|website=Music Ally|access-date=2 February 2022}}</ref><ref>{{cite magazine|last=Millman|first=Ethan|date=1 May 2020|title=Warner Music's Newest Artists Are… Hot Wheels and Barbie|url=https://www.rollingstone.com/pro/news/warner-mattel-distribution-deal-993102/|magazine=[[Rolling Stone]]|access-date=5 February 2022}}</ref> Arts Music planned to make available hundreds of never-before-released songs and new songs for existing brands, with the 8th May digital launch of ''[[Thomas & Friends]]''’ birthday album first up<ref>{{cite news|date=May 1, 2020|title=Warner Music Strikes Distribution Deal With Mattel for 1,000 Songs From Barbie, Thomas & Friends, More|url=https://variety.com/2020/biz/news/barbie-thomas-mattel-warner-music-1234595294/|url-status=live|archive-url=https://web.archive.org/web/20200501151608/https://variety.com/2020/biz/news/barbie-thomas-mattel-warner-music-1234595294/|archive-date=May 1, 2020|work=[[Variety (magazine)|Variety]]|publisher=[[Penske Media Corporation]]|access-date=May 1, 2020}}</ref> which was managed/handled by [[Alternative Distribution Alliance|ADA Worldwide]] under the pseudonym label: "''Mattel–Arts Music.''"<ref>{{Cite web|last=Sozzi|first=Brian|date=November 6, 2020|title=Mattel CEO: Barbie, Hot Wheels, 'are resonating' with consumers during pandemic|url=https://ca.news.yahoo.com/mattel-ceo-barbie-hot-wheels-are-resonating-with-consumers-during-pandemic-151550927.html|access-date=January 31, 2023|website=[[Yahoo News]]|language=en-CA}}</ref> Also in May 2020, Mattel announced an initiative known as "Play it Forward" which focuses on using Mattel brands to give back.<ref name="PIF">{{Cite web|last=Getler|first=Taylor|date=May 5, 2020 |title=Mattel's "Play it Forward" Initiative Shows the Value of Brand Adaptability|url=https://worksdesigngroup.com/mattels-play-it-forward-initiative-shows-the-value-of-brand-adaptability/|website=Works Design Group|access-date=14 December 2022|language=en-US}}</ref> The first Play it Forward program was #ThankYouHeroes, which included a collection of action figures and Little People characters who represent those who work essential jobs during the COVID-19 pandemic, like doctors, nurses, [[emergency medical technician]] (EMTs) and delivery drivers.<ref name="PIF" /> On October 15, 2020, Mattel celebrated Fisher-Price's 90th anniversary by creating a virtual Toy Museum, which featured more than 90 different exhibits created by artist, set designer and photographer Leila Fakouri.<ref>{{Cite web|last=Zahn|first=James|date=October 15, 2020|title=Mattel Celebrates 90 Years of Fisher-Price with a Virtual Toy Museum|url=https://toybook.com/mattel-celebrates-90-years-of-fisher-price-with-a-virtual-toy-museum/|website=The Toy Book|access-date=January 11, 2023|language=en-US}}</ref> Mattel Creations was also launched that month; it is an e-commerce and content platform.<ref name=":13">{{Cite web|last=Lidksy|first=David|date=October 9, 2020|title=Pay $150 for an artist's Magic 8-Ball? For the new Mattel Creations, 'it is certain.' |url=https://www.fastcompany.com/90561608/new-mattel-creations-artists-direct-to-consumer-site-barbie-hotwheels |website=Fast Company}}</ref> It features limited edition, curated items made with collaboration from pop-culture artists.<ref name=":13" /> The site's inaugural collection included the Artist Collaboration Collection, featuring brands Barbie, Masters of the Universe, Hot Wheels, and the Magic 8 Ball<ref name=":13" /> as well as artists Gianni Lee, Cristina Martinez, Travis Ragsdale, and Distortedd.<ref>{{Cite web|date=October 8, 2020|title=Mattel Creations Launches |url=https://www.licenseglobal.com/toys-games/mattel-creations-launches|website=[[informa|License Global]]|access-date=January 26, 2023}}</ref>

On October 12, 2020, Mattel announced Season 25 of ''Thomas & Friends''<ref>{{cite press release|date=October 12, 2020|title=Mattel Television Greenlights 104 New 'Thomas & Friends' Television Episodes and 2 Specials|url=https://www.businesswire.com/news/home/20201011005058/en/Mattel-Television-Greenlights-104-New-%E2%80%9CThomas-Friends%C2%AE%E2%80%9D-Television-Episodes-and-2-Specials|publisher=Mattel|access-date=October 25, 2020|via=[[Business Wire]]}}</ref> but instead retooled launching a traditionally-animated take on it titled ''[[Thomas and Friends: All Engines Go!]]'', which began on September 13, 2021.<ref name="mattel2">{{Cite press release|date=February 5, 2021|title=Mattel Television Announces ''Thomas & Friends: All Engines Go'' and Unveils New Creative Approach to Thomas Content|url=https://corporate.mattel.com/news/mattel-television-announces-thomas-friends-all-engines-goand-unveils-new-creative-approach-to-thomas-content|publisher=Mattel|access-date=June 19, 2023}}</ref> That ended the show at 24 series/seasons over 37 years.

On November 20, 2021, Mattel launched a [[non-fungible tokens]] (NFTs) marketplace to allow fans purchase digital collectibles for its flagship brands Barbie and Hot Wheels.<ref>{{Cite web|last=Whitten|first=Sarah|date=February 18, 2022|title=Mattel looks to movies, digital gaming and NFTs for its next leg of growth|url=https://www.cnbc.com/2022/02/18/mattel-unveils-its-strategy-for-its-next-leg-of-growth.html|website=[[CNBC]]|access-date=May 2, 2023}}</ref><ref>{{Cite web|last=Kulp|first=Patrick|date=November 21, 2022|title=Mattel Debuts New NFT Marketplace to Turn Toys Into Digital Collectibles|url=https://www.adweek.com/commerce/mattel-debuts-new-nft-marketplace-to-turn-toys-into-digital-collectibles/|website=[[Adweek]]|access-date=May 19, 2023}}</ref><ref>{{Cite web|last=Singh|first=Pia|date=June 17, 2021|title=Mattel announces Hot Wheels digital collectibles, joining NFT art boom|url=https://www.cnbc.com/2021/06/17/mattel-reportedly-jumps-on-nft-hype-with-hot-wheels-digital-collectibles.html|website=[[CNBC]]|access-date=May 19, 2023}}</ref>

On April 5, 2022, the Mattel board of directors led by its CEO, Ynon Kreiz, named company chief commercial officer, Steven Totzke, as company co-president with Richard L. Dickson alongside his original post and would continue to report to Kreiz as before.<ref name="Totz0">{{cite press release|date=5 April 2022|title=Mattel Promotes Steve Totzke to President and Chief Commercial Officer|publisher=Mattel|url=https://investors.mattel.com/news-releases/news-release-details/mattel-promotes-steve-totzke-president-and-chief-commercial|access-date=1 June 2022|archive-date=July 19, 2022|archive-url=https://web.archive.org/web/20220719201748/https://investors.mattel.com/news-releases/news-release-details/mattel-promotes-steve-totzke-president-and-chief-commercial|url-status=dead}}</ref><ref name="Totz1">{{cite web|date=5 April 2022|title=Mattel Promotes Steve Totzke to President and Chief Commercial Officer|url=https://www.licenseglobal.com/toys-games/mattel-promotes-steve-totzke-president-and-chief-commercial-officer|work=License Global|publisher=[[Informa]]|access-date=1 June 2022}}</ref><ref name="Totz2">{{cite web|date=5 April 2022|title=Mattel Promotes Steve Totzke to President and Chief Commercial Officer|website=Licensing International|url=https://licensinginternational.org/news/61228/|access-date=1 June 2022}}</ref><ref name="Totz3">{{cite web|date=5 April 2022|title=Mattel Promotes Steve Totzke to President and Chief Commercial Officer|website=[[Business Wire]]|url=https://www.businesswire.com/news/home/20220405005545/en/|access-date=1 June 2022}}</ref><ref name="Totz4">{{cite web|date=7 April 2022|title=Pepperdine Graziadio Alumnus Steve Totzke Named Mattel's President and Chief Commercial Officer {{!}} Newsroom|url=https://bschool.pepperdine.edu/newsroom/articles/pepperdine-graziadio-alumnus-steve-totzke-named-mattels-president-and-chief.htm|work=Graziadio Business School|publisher=[[Pepperdine University]]|access-date=1 June 2022}}</ref>

In 2024, Mattel expanded its Barbie line to include dolls representing individuals with Down syndrome and vision impairments. This initiative is part of Mattel's ongoing efforts to promote diversity and inclusivity, allowing children to see themselves reflected in their toys.<ref>{{Cite web |last=Roppolo |first=Michael |date=2024-07-24 |title=Mattel introduces its first blind Barbie, new Barbie with Down syndrome - CBS News |url=https://www.cbsnews.com/news/barbie-down-syndrome-blind-barbie/ |access-date=2024-09-04 |website=www.cbsnews.com |language=en-US}}</ref>

In November 2024, it was discovered on [[Twitter|X]] (formerly Twitter) that a brand of ''[[Wicked (2024 film)|Wicked]]'' themed dolls produced by the company inadvertently linked to an adult website instead of a similar link to the website for the ''Wicked'' movie.<ref>{{Cite web |last=Burton |first=Poppy |date=2024-11-10 |title=Mattel mistakenly lists adult film site on ''Wicked'' dolls packaging |url=https://www.nme.com/news/film/mattel-mistakenly-lists-adult-film-site-on-wicked-dolls-packaging-3811281 |access-date=2024-11-10 |website=NME |language=en-GB}}</ref><ref>{{Cite web|url=https://www.indiewire.com/news/breaking-news/wicked-toys-mistakenly-links-to-porn-website-1235064198/|title='Wicked' Toys Packaging Mistakenly Links to Porn Website: Where Was the Copy Editor?|first=Harrison|last=Richlin|work=Indiewire|date=November 10, 2024}}</ref> Mattel apologized for the error, and asked parents who had bought products with the incorrect website to destroy the packaging.<ref>{{Cite web |title=Mattel apologizes after mistakenly printing porn site on ''Wicked'' movie dolls packaging |url=https://www.cnn.com/2024/11/11/business/wicked-movie-dolls-packaging-intl-hnk/index.html |website=CNN |date=2024-11-11 |access-date=2024-11-11 |language=en |first=Kathleen |last=Magramo |quote=Mattel has apologized after mistakenly printing the web address of a pornographic site on the packaging of its newly launched "Wicked" dolls.}}</ref>

Earlier the same year, a song from the movie, Ariana Grande's version of "Popular", was leaked via Mattel-produced singing dolls, causing minor backlash.<ref>{{Cite web |last=Delgado |first=Sara |date=2024-08-02 |title=Mattel Leaked Ariana Grande's Version of 'Popular' from 'Wicked' |url=https://www.teenvogue.com/story/wicked-ariana-grande-popular-song-mattel-leak |access-date=2024-11-10 |website=Teen Vogue |language=en-US}}</ref><ref>{{Cite web |last=Hadge |first=Mike |date=2024-08-01 |title='It's so good': First listen of Ariana Grande's 'Popular' in 'Wicked' comes via Mattel dolls |url=https://www.dailydot.com/pop-culture/ariana-grande-popular-song-wicked-mattel-dolls/ |access-date=2024-11-10 |website=The Daily Dot |language=en-US}}</ref>