Editing Mattel (section)

===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>