
America used to be the land of
the free and the brave vocal in protests and pride in our country. Now we have
become the silent and the savvy. We all wear earphones and swoosh our hands
over Korean made tablets and fancy silent computers
that satisfy our every need and want in one slight
movement of one hand. What is even worse is that we don’t need a single soul in
the house to play a single game with. Nothing to hold or put together
physically. It is all there on the new
mirror like gizmo piece of glass we even bought for the 4 year old this
Christmas. I hate it but I do love my new tablet and computer. Sigh.
Barbie is one of the most popular
toys on the planet worth billions to her owner Mattel. I prefer to know Mattel
for all the great little metal Hot Wheels cars you could always sneak in your pocket
and bring to school to make your day worth living. The current Executive Vice
President Tim Killman is working hard to keep current and compete with the
popular tablets that have kids racing in a real car race instead of just scratching
up Mom’s furniture as far as their arms can reach with a Hot Wheels car. Yes, those
were the good old days. And then blame the scratches on your sister’s annoying
metal hair clips they left everywhere in your way. Do I need a therapist?
Mattel has a Fun Factory in El Secundo,
California where they tweak new ideas to keep toys in the hands of children. They have their marketing design and packaging
departments there. Engineers and designers all there under one roof. You feel
like a kid again if you are luckily enough to visit there. Things like He Man,
Fischer Price Toys, UNO, The Magic 8 Ball that predicted our all so
important future. There is a chemistry lab there where scientists make slime.
If designers have a new idea for a toy they will just order it up on their 3D
printer. There is a department just for doll hair. You can see the sewing
machine penetrate the doll’s skull with a needle and leave a pike of hair on
her head. Cool!
The best place is the Hot Wheels
Garage which is a mini city of Detroit complete with car designers like Alec
Tam. He admits that he was a real car designer for a short time but was annoyed
that the job wasn’t that fun. All cars now look pretty much the same. Working for Mattel is fun
because he gets to design all different kinds of cars. Here his mini-van can be
equipped with a jet engine. Cool. Yes imagination at work again like the old
cartoons where they had dancing brooms. Brian Stockton is Mattel’s CEO who is
promoting different things to promote holding real toys again.
Matel’s newest push to get kids
to hold toys again is to have stores where girls can make dolls o
look like themselves. It is Build a Bear times 3. It is called American Girl.
At about $100 dollars per doll, the stores are a huge money maker for Mattel. Some
stores have their own hospital and hair salon. It is all a long way from 1945
when a couple needed some money and started to make doll house furniture from
the left over wood from their picture framing business and then Ruth and Elliot
Handler started Mattel. Soon Mattel was
in the toy business making deals with Dr. Seuss and Disney. Then in 1959
entered Barbara Millicent Roberts and keeping Barbie up to date is the job of
designers who could have made clothes for the rich and famous but chose to work
for Mattel. The only difference in their job is that they make fashion designs
at an 11 and a half inches instead for a full size woman.
The problem facing toy makers today
is that there are a lot of free options out there and a lot of digital ways to
keep your child busy. Monster High is a
Mattel product of dolls featuring the kids of famous monsters going through
high school. It is a Billion dollar brand that was launched as a music video on
UTube that led kids to a website that had the story
line being played. Then the girls were lured into buying the real doll. It is
the new way to advertise products and get kids hooked. Almost everything Mattel
makes has its own story that you can find on line in the computer.
On line you can find a Barbie
reality show and a Hot Wheels movie that will make your kid want to hold these
characters in their hands so you can happily trip over them and yell at them to
put your toys away before you go to bed. Yes, the good old days. Is remembering
to plug in your tablet or computer fun? Nah!
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