Fisher-Price Counting and Colors Uno

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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 license. 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. My Scene, with Mattel's flagship Barbie brand, launched in 2002 and wasted little time in invoking a film franchise of DVD-exclusive/direct-to-DVD CGI-animated films. The Barbie doll debuted on March 9, 1959, going on to become the company's best-selling toy in history. 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.

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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. While formerly associated with content productions, as of 2020 Mattel Creations is now an e-commerce and content platform, of Mattel, Inc. Warner Music Group's Arts Music division arranged to become the distributor of Mattel's music catalog on May 1, 2020. Two months later, the company laid off 2,200 employees partially due to the liquidation of Toys "R" Us in the U.

On December 16, Mattel released an update that allowed kids to scan their cars into an app and then access different coding exercises. 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. 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. Hot Wheels celebrated its 50th anniversary the same year by recreating and selling as a set the original 16 Hot Wheels die-cast cars. As part of the anniversary celebrations, Mattel released 20 new role model dolls in its Shero line to recognize influential women around the world.

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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 Walt Disney's World on Ice.Mattel and video game developer Mediatonic later released Masters of the Universe figurines in the style of Fall Guys. NCircle and Mill Creek Entertainment Announce Multi-Year Physical and Digital Distribution Agreement with Mattel". Masters of the Universe' Roars Back to Life with Netflix Series, Comics, Toys, More • The Toy Book".