Business Wars Hasbro vs Mattel - Boy Toy | 2
Mar 25, 2019
In the 1960s, Hasbro faces bankruptcy as it seeks to innovate with a boy-oriented doll amidst fierce competition. The secretive development of G.I. Joe highlights the design team's struggles against their CEO's strict rules. Meanwhile, Mattel's Barbie strategy ushers in innovation with Hot Wheels, born from personal insights and market observations. The excitement for motorized Sizzlers reveals the pressures both companies face as they battle for toy supremacy, leading to unpredictable financial challenges and rivalry in the dynamic toy industry.
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The Birth of G.I. Joe
- In 1963, Hasbro's creative director, Don Levine, was pitched a "Barbie for boys" concept.
- This involved a soldier doll with various uniforms and accessories sold separately, inspired by Barbie's success.
A Covert Operation
- Hasbro CEO Merrill Hassenfeld strictly forbade dolls, posing a challenge for Levine's soldier doll idea.
- Levine's team developed the prototype in secrecy, calling it an "action figure" to avoid the "doll" label.
Close Call
- Hasbro developer Jerry Einhorn bought surplus military gear for G.I. Joe prototypes from a suspicious warehouse.
- He was pulled over by police but avoided arrest by convincing the officer the gear was for a museum exhibit.