Mattel: 70 Years of Innovation and Play

Preview: Mattel: 70 Years of Innovation and Play

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€150.00 *

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1 – 2 weeks delivery time

Order number: V122564

About the Work

"Innovation has been a hallmark of Mattel operations," stated Mattel co-founder Elliot Handler in 1968. "We were venturesome, unorthodox, and our people were willing to try new things. This quality, more than any other, has been the key to the company’s progress." For seventy years, Mattel has been a master of imagination and innovation, creating iconic toys like Barbie and Hot Wheels.

In 1938, Handler began crafting art objects from Lucite in the Los Angeles garage of Harold "Matt" Matson. Soon, he was in business as Elzac Jewelry, with Hollywood starlets modeling his designs. Handler and Matson went on to start Mattel in 1945, but with plastics restricted for military use during wartime, they began selling wooden picture frames and dollhouse furniture before shifting their emphasis to toys. Barbie was introduced in 1959, and the following year, Mattel became a publicly owned company. Over the years, Mattel launched other iconic toys, including Hot Wheels and He-Man, acquired other brands such as Fisher-Price, Pleasant Company (including American Girl), and Tyco Toys, and entered licensing agreements with Disney, Nickelodeon, and Harry Potter.

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

About the Brand

Assouline, the pioneering luxury brand on culture, was founded in 1994 in Paris by Prosper and Martine Assouline. Their vision was to create visually stunning books with compelling narratives in a contemporary style. Today, with a passion for knowledge, culture, and travel, the Assoulines have expanded their collection to include over 1,700 titles across three main collections, special editions, and unique library accessories. This impressive oeuvre has been a source of inspiration to many over the last quarter of a century. With boutiques in prominent locations worldwide, the brand has established a global network. In addition, Assouline now offers a curated library service, collaborating with clients to create bespoke, one-of-a-kind libraries.

"Assouline is more than a publishing house, it is a lifestyle brand."

New York Magazine

1 – 2 weeks delivery time

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