Business Wars Encore: Hasbro vs Mattel | Boy Toy | 2
Dec 23, 2020
In the 1960s, Hasbro finds itself on the brink of bankruptcy, struggling to innovate beyond Mr. Potato Head. Meanwhile, Mattel’s Barbie has transformed the toy landscape. Hasbro's creative director secretly develops a soldier doll for boys, inspired by Barbie’s success, despite company rules. Tensions rise with a CEO visit, while Mattel prepares to unveil a new boy-themed toy, setting the stage for an intense rivalry. The struggle for market dominance showcases the thrill and challenges of toy innovation amidst fierce competition.
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The Soldier Doll Idea
- Hasbro's Don Levine considers a soldier doll idea pitched by licensing agent Sam Weston.
- Weston suggests a "Barbie for boys" approach, selling accessories separately.
A Covert Operation
- Hasbro CEO Merrill Hassenfeld forbids dolls, so Levine's team develops the soldier doll in secret.
- They hide prototypes and designs whenever Hassenfeld approaches.
The Weapons Heist
- Jerry Einhorn buys surplus military gear for G.I. Joe prototypes from a shady warehouse.
- A cop stops him for a traffic violation, discovering the weapons, but lets him go after a chat about WWII.