Special Feature: Total Licensing celebrates 80 years of Mattel
80 Years of Franchise Excellence at Mattel. You can also read the full article in our winter issue: https://issuu.com/totallicensing/docs/total_licensing_winter_25_v2?fr=sN2JiZDYyOTU3ODA
As Mattel enters its 8th decade, the company celebrates a legacy of inspiring play and imagination across generations. This milestone highlights Mattel’s transformation from a toymaker into a global leader in entertainment and licensing, showcasing iconic brands that have become cultural touchstones. Through constant innovation and a commitment to purpose, Mattel continues to shape the future of play while honouring its rich heritage.
From Toymaker to Global Entertainment Leader
80 years on, the company’s evolution from a humble toymaker to a global entertainment powerhouse is a story of innovation, resilience, and strategic vision. Founded in 1945, Mattel’s journey has been defined by its ability to create iconic brands that transcend generations.
The Birth of Iconic Brands
In 1959, Mattel revolutionised the toy industry with the introduction of Barbie, the world’s first fashion doll. Barbie quickly became a cultural icon, inspiring limitless potential and empowering three generations of fans. Over the years, Mattel’s portfolio expanded to include power brands like Hot Wheels, Fisher-Price, and Masters of the Universe, each carving a unique place in the hearts of children and families worldwide.
Diversification and Expansion
Mattel’s success has been driven by its ability to diversify and adapt. The company’s strategic expansion beyond toys has brought its beloved brands into gaming, television, movies, and live experiences. Recent hits like ‘Barbie: The Movie,’ which grossed over $1.44 billion at the box office, exemplify Mattel’s ability to leverage its IP across multiple platforms. Similarly, collaborations like the Barbie x The Frankie Shop collection highlight the strength of Mattel’s licensing strategy.
A Commitment to Purpose and Progress
At the core of Mattel’s success is its commitment to purposeful play. Initiatives like Barbie’s inclusive doll line and the introduction of ‘Thomas & Friends’ first autistic character, Bruno, demonstrates dedication to social impact. This approach reflects Mattel’s legacy of creativity and innovation, highlighting its ongoing mission to connect with generations through meaningful experiences.
Innovating for the Future
As enters its 80th year, Mattel remains focused on innovation. The company’s evolution into a full franchise organisation underscores its ambition to redefine play and storytelling. With a growing presence in digital gaming, immersive experiences, and entertainment, Mattel continues to inspire creativity and connection.
A Legacy of Inspiration
Mattel’s nearly eight-decade journey is a testament to its enduring relevance and impact. From reinventing the fashion doll category to becoming a leader in franchise development, Mattel has consistently pushed boundaries while staying true to its mission of inspiring the next generation through play and imagination. As the company looks to the future, it’s clear that Mattel’s legacy is far from finished.
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Interview with Ruth Henriquez, Head of Licensing, Publishing, and LBE, Mattel EMEA
Total Licensing: Ruth, thank you for joining us. To start, Mattel is celebrating nearly 80 years. Can you share how this milestone reflects the company’s journey?
Ruth Henriquez: Absolutely! Mattel’s 80-year journey is a demonstration of our commitment to innovation, creativity, and consumer connection. From pioneering how to drive consumer demand with the first ever TV ad for a toy and creating some of the most iconic brands in the industry, to continuously evolving how we connect with consumers through content, digital, LBE, and multiple other touchpoints across our business. We’ve always aimed to inspire and engage through purposeful play and storytelling and that isn’t stopping anytime soon.
This milestone would not have been possible without the way that the company has expanded from that garage in California to selling out arenas with our Hot Wheels Monster Truck shows and creating iconic products such as flip phones and NFTs. It is a true reflection of the incredible partnerships and collaborations that have propelled us forward, fostering growth across toys, entertainment, licensing, and beyond.
Total Licensing: Licensing has become a major focus for Mattel. How does this fit into the company’s broader strategy?
Ruth Henriquez: Licensing is core to Mattel’s evolution as an IP-driven company. Right from the beginning through to the modern day, you can even see one of the earliest examples in exhibitions across the world – from vinyls and comics to clothing and shoes.
Licensing is nothing new to us but we now operate in broader ways that allow us to expand our brands beyond toys and connect with fans through new touchpoints. Our partnerships, like the Barbie x The Frankie Shop and Hot Wheels x Pull & Bear, illustrate how we’re bringing our brands to life across categories from high end to high street. This strategy not only diversifies our revenue streams but also deepens fan engagement, ensuring that our brands remain culturally relevant and resonate with new generations.
Total Licensing: With such iconic brands, how does Mattel continue to innovate while staying true to its legacy?
Ruth Henriquez: Innovation is in our DNA. This commitment stems from the visionary foundation laid by Mattel’s founders, Ruth and Elliot Handler, and Harold “Matt” Matson, who emphasised creativity and connection from the very beginning.
We innovate based on consumer insights, key trends, and by understanding our consumers intrinsically – always being in step with them. It’s important to also stay true to our legacy by respecting the essence of our iconic brands while exploring new opportunities in gaming, live experiences, and entertainment. Our ‘Mission: Play!’ immersive experiences and expanding media content, such as ‘Barney’s World’ and the upcoming Pingu series are prime examples. Balancing tradition and innovation ensure our brands remain timeless and dynamic.
Total Licensing: What’s next for Mattel EMEA in terms of licensing and partnerships?
Ruth Henriquez: We’re focused on expanding our partnerships to bring Mattel’s brands into exciting new categories and regions. We have such a large portfolio of industry defining brands that have so much storytelling foundation.
There’s immense potential in digital gaming, publishing, and lifestyle products. Our goal is to continue delivering high-quality, meaningful collaborations that enhance brand purpose while creating value for our partners. We’re excited for what the future holds as we build on Mattel’s legacy as we showcase more of our brands.
Total Licensing: Any final thoughts on Mattel’s journey and the road ahead?
Ruth Henriquez: Mattel’s journey has always been one about bringing joy and empowering generations through play. As we enter our 80th year, we’re more committed than ever to developing inspiring products, fostering innovation, and delivering purpose-driven strategies and experiences, that drive community connections and brand engagement.
It’s an exciting time for Mattel, and we’re looking forward to what the future holds/
