by Robin Gerber
Barbie and Ruth
The Story of the World’s Most Famous Doll and the Woman Who Created Her
Robin Gerber
For Ariel, Julia, and Tasha
Contents
Introduction
1 The Doll Nobody Wanted
2 The Tenth Child
3 Love at a Nickel a Dance
4 Ruth and Elliot and Matt
5 A Working Mother
6 Uke-A-Doodles
7 Music Makers and Sour Notes
8 Gambling Everything on Mickey Mouse
9 The Woman and the Doll
10 Soaring in the Sixties
11 Toys, Money, and Power
12 Hot Wheels and Hot Deals
13 The Cancer Within
14 The Plot Unravels
15 Nearly Me
16 The Wages of Fraud
17 Forced Service
18 Ken and a Time of Plague
19 Her Way
Author’s Note
Bibliography
Acknowledgments
Searchable Terms
About the Author
Other Books by Robin Gerber
Credits
Copyright
About the Publisher
Introduction
On the afternoon of December 11, 1978, a woman in her sixties with well-coiffed snow-white hair climbed the steps of the federal courthouse in downtown Los Angeles, her husband at her side. Looming over the couple was the seventeen-story building’s slab-like tower of polished granite veneered in pale pink, glazed terracotta, with lower portions massed in front. As the workplace for government and law, the complex boasted an ordered geometry. Stylized eagles soared fifty feet over the double bronze doors of each of five entryways as Ruth and Elliot Handler entered.
Following Ruth’s lawyers, the couple entered Judge Robert Takasugi’s cavernous courtroom on the second floor. Elliot sat in the audience as Ruth took her place at the defense table. The handsome young assistant U.S. attorney John Vandevelde, from the Special Prosecutions section, had settled himself at the prosecution table when the bailiff called the courtroom to order. Ruth’s sentencing hearing was about to begin.
Ruth was not the first celebrity defendant to carry a worried frown into this Los Angeles courthouse. Clark Gable and Charlie Chaplin had both argued paternity cases there in the 1940s. Bette Davis had forced Warner Brothers to defend itself in a breach-of-contract suit in the second-floor courtrooms. Only a few years earlier, the federal government had prosecuted Daniel Ellsberg, a military analyst for the RAND Corporation, for leaking the Pentagon Papers. But there had never been a felon like Ruth.
She had founded Mattel, the biggest toy company in the world; created Barbie, the world-famous iconic doll; and helped build the modern toy industry. At a time when few women had any corporate power, she was in the top echelon. She got there not by rising through the ranks or by heredity, but by creating a company that she controlled. She had also allowed padding and other falsifying of the company books, and her protestations of innocence, her refusal to take responsibility, made the prosecution determined to push for a severe sentence.
Ruth had been well represented, but she still sat in anxious silence. Herbert “Jack” Miller, a powerhouse lawyer from Washington, D.C., headed her defense team. He had served four years as assistant attorney general in the Criminal Division of the U.S. Department of Justice under Attorney General Robert Kennedy. There he helped convict Teamsters Union boss Jimmy Hoffa, and later he represented President Richard Nixon in the Watergate tapes case. That day, Miller, as always, wore the PT 109 tie clasp given to him by President John Kennedy.
Two months earlier, after various legal skirmishes had failed to defeat the charges, Ruth had pleaded nolo contendere, or no contest, to federal fraud charges involving Mattel, Inc. She knew the charges could land her in jail, a fate she hoped to forestall with her plea. The Justice Department, however, had other ideas. To them she was a criminal, a woman who had lied and defrauded people. It did not matter that she was beloved by fiercely loyal employees and the woman who had given children countless hours of fun, or that she had eased the pain and embarrassment of hundreds of breast cancer survivors with the prosthetics she had manufactured after her own mastectomy. For prosecutors, she had committed a federal crime. That crime was all the prosecution and the shareholders who had lost millions of dollars cared about.
Ruth anxiously watched Judge Takasugi, hoping the unreadable jurist would be lenient. Before him sat a wife and grandmother beset by illness, beaten down by years of litigation, and terrified she would be incarcerated.
How had it come to this moment? Ruth and Elliot had celebrated their fortieth wedding anniversary that summer. How had she gone from that time of hope and promise so many years before to this moment of fear and despair? She had conquered so many challenges. She had controlled her destiny, fought for it, gambled with it, but always she had won—until now. Try as she might, she could not find anything in her vast arsenal of talent or charm or brains or guts that could help her.
The courtroom fell into a cold, expectant silence. Judge Takasugi was ready to announce Ruth’s fate.
Chapter 1
The Doll Nobody Wanted
Little girls just want to be bigger girls.
—Ruth Handler
Ruth Handler could sell anything. In 1959 she arrived in New York for the nation’s Toy Fair, confident that she could sell a new doll she had created. She had been fighting naysayers, however, for seven years. The doll was a terrible idea, they had told her.
As the forty-three-year-old executive vice president of Mattel, Inc., Ruth had created an industry upstart in 1944 that was now the third biggest toy company in America. Mattel, based in Hawthorne, California, just outside Los Angeles, was a $14 million business. Ruth, a petite 5-foot–2 ½-inch hard charger with a quick smile and quicker temper, had tripled the size of the business since the start of the decade. With her husband, Elliot, as chief toy designer, she had outmarketed and outmanaged her chief rivals, Louis Marx and Company, and Kenner Products. Her revenues would soon exceed theirs.
Ruth headed straight for the New Yorker Hotel, where a room had been converted into display space. So many companies came to Toy Fair with so many toys to display that they overflowed into hotels neighboring the main hall. Beds, chairs, and desks were all carted out to make room for elaborate displays like the one for Ruth’s doll.
Ruth dressed that morning to look sharp and show off her slender waist and full bust. Moving restlessly around the room, she adjusted and scrutinized each twelve-inch scaled scene, no doubt thinking about what was at stake. She had ordered a huge amount of inventory from her Japanese manufacturers. Twenty thousand of her petite-size fashion dolls were on weekly order, along with forty thousand pieces of the various outfits that had been designed to fit the doll’s tiny, voluptuous figure. But the cost of moving that inventory onto and off store shelves was not all that was on Ruth’s mind.
Ruth was also worried about her credibility. She had founded the company, and the men in her mostly male industry gave her credit for brilliance as an entrepreneur. But she had never invented or designed a toy. She also possessed the sometimes irrational optimism that fuels leaders and allows little tolerance for failure. Even though her designers told Ruth many times that making this doll profitable would be impossible, she pushed it through anyway.
Ruth lit one cigarette off the last. She barked orders laced with four-letter words and swiped
at specks of dust. Her bravado hid another more personal reason that made this toy important to her. For her, this doll was more than a plaything. She was determined to make the buyers understand that this small plastic toy had a giant place to fill in the lives of little girls.
Toy Fair shimmered with all the hype and hoopla of a three-ring circus and a Broadway show rolled into one. The extravaganza was about innovation, design, a touch of genius, and companies betting on hitting the cultural zeitgeist. Toy manufacturers, intent on mesmerizing retail store buyers, spilled out of the main convention venue, the Toy Center at 200 Fifth Avenue, a legendary address in the history of toy making. Built just after the turn of the twentieth century, the building saw tenants move in as World War I ended and the center of toy manufacturing moved from Germany to the United States.
Large, gaudy banners draped the entrance to the fair. Adults promenaded in character costumes, and toys blinked, whirled, and stared from elaborate displays. Child’s play cloaked the serious business of making toy sales. Nearly seven thousand retail buyers milled around 200 Fifth Avenue on an unseasonably warm day. New items at the 1959 fair included a working child-size soda fountain, a walking hobbyhorse, a gas-operated car that could go as fast as 22 miles per hour, and a Dr. Seuss zoo.
Starting in 1903, toy companies had arrived at Toy Fair to unveil their inventions and try to grab the attention, and shelf space, of store buyers. The first fair had been held near the docks to accommodate toys imported from Europe. That year, the American toys included the Humpty Dumpty Circus, Crayola crayons, Lionel trains, and teddy bears, supposedly named for the president who had refused to kill an orphaned bear cub.
Before Toy Fair started, the media had ignored Ruth’s doll. With the space age dominating Americans’ imaginations, the New York Times focused on Mattel’s two-stage, three-foot-long plastic rocket, which could shoot two hundred feet into the air. Jack Ryan, a former project engineer on the U.S. Navy’s Sparrow missile project, was lured from a job at Raytheon Company to design the miniature missile. Mattel had the trappings of a major aircraft company, with its own research and development department and twenty graduate engineers with a large budget to dream up the next hot toy. Picked for their unique creativity and fierce competitiveness, they were called the blue-sky group, and they were expected to think two to four years into the future.
A toy like the plastic rocket would be sent to a team of ten industrial engineers, who planned the production. “On a new item,” Ruth explained to a reporter, “we will run as many as a hundred cost sheets before we fix on a design.” She had boundless faith in the management and productions systems she had designed. Mattel’s factories were more mechanized and its costs more refined than any of its competitors. With typical grandiosity, Ruth told the New York Times, “With our system we might just as well be turning out real airplanes or missiles.” Instead, fueled by Elliot’s genius for invention, Ruth sold toys to a postwar marketplace starved for them.
Ruth and Elliot had built a reputation for clever, well-priced toys that capitalized on popular culture. To avoid having their ideas stolen, Ruth never unveiled her products until Toy Fair. She also used designs difficult for others to copy and easy for Mattel to copyright. By 1959 Mattel’s showrooms spilled over into the hotel where Ruth waited for buyers to arrive. Hundreds of smaller companies would be corralling buyers in lobbies and hallways, trying to coax them to see a new toy, but Mattel gave out appointments for their scripted, dramatic presentations. Buyers for the biggest companies might turn their badges upside down to try to avoid aggressive salespeople from the smaller companies, but they sought out Mattel representatives. As she smoothed her thick brown hair, which she had swept into a roll off her broad forehead, Ruth kept a sharp eye out for the man who could make all the difference.
Of the thousands of registered buyers at Toy Fair, none was more powerful than Lou Kieso from Sears, Roebuck. He could make or break a toy in the marketplace. An order from him meant shelf space across the country and page space in Sears’s coveted Christmas catalog. Kieso had done well by Mattel in the past, and Ruth was determined to convince him that her pet toy that year belonged in his company’s stores.
The nation’s store by 1959, Sears had been building large stores in the suburbs for more than a decade. Americans relied on Sears’s credit cards for everything from clothes to toys to appliances and the service contracts that went with them. Some people even lived in Sears houses assembled from mail-order kits that were sold until 1940.
In the room where Ruth waited, the heavy hotel curtains were closed so that the lighting could be adjusted to highlight each of the displays. The most dramatic setting featured a doll-size curving white staircase that seemed to come out of nowhere. A lone doll, just eleven and a half inches tall, stood two steps from the top. She wore a white wedding gown, her broad skirt sweeping the stairs. A tiny, realistic veil hung over her blond hair and smooth face. Her arms, moveable at the shoulder, carried a proportionately large bouquet of flowers, and she seemed balanced on her toes, although an invisible rod through each tiny foot anchored the doll to a stand. Around the room, twenty-one other outfits, including a Plantation Belle striped sundress and matching hat, and a simple zebra-striped strapless bathing suit with tiny sunglasses, gold hoop earrings, and open-toed shoes, were displayed in thematic settings on dolls that varied only by hair color. Blonds outnumbered brunettes two to one.
Ruth had spent years convincing her designers, including Elliot, that there was a market for a mass-produced adult doll. Watching her daughter, Barbara, playing with friends in the early 1950s first brought the idea to mind. Ruth listened many times at her home in the Beverlywood section of Los Angeles as the girls played make-believe with paper dolls.
There were many manufactured paper dolls on the market in the early 1950s. Animals, babies, toddlers, families, and folk characters were popular. Of all the choices, though, Ruth noticed that the girls focused their attention on one type of doll: grown-up women.
Barbara and her friends did not play with the popular Betsy McCall paper doll, found in McCall’s magazine, or others like it. Betsy, a girl about their age, was shown each month playing the piano, gardening, baking a cake, or doing other wholesome activities. But Barbara and her friends were drawn to the kind of dolls that were often pushed in the pages of comic books. To attract girls as readers after World War II, comic book publishers included paper dolls in their pages. They even invited readers to send in fashion designs. The reader with the best ideas had her name published along with her design. Many of these paper dolls were portrayed as models, a career that gave girls good reason to change the dolls’ clothes.
The way the girls held the thin cardboard women up like puppets and carried on conversations about adult life as they imagined it fascinated Ruth. She saw that they were seeing themselves in the role that they imagined for the doll. They were also mimicking adult conversation.
The cardboard cutout dolls had the advantage of a changeable paper wardrobe, but the clothes attached with frustratingly ineffective tabs and never looked right. The dolls themselves were one-dimensional placards, the barest tools for imagination.
How much richer would the girls’ play be, Ruth wondered, if instead of flimsy paper dolls they had a real grown-up doll? “I knew that if only we could take this play pattern and three-dimensionalize it,” she told interviewers years later, “we would have something very special.” She imagined a miniature woman made from molded plastic with realistic clothes, perhaps some makeup, and manicured nails.
There were fashion or glamour dolls at the time: Dollikin, Little Miss Ginger, Sindy, Miss Revlon, and others, and although some were labeled “teenaged,” they looked like baby dolls with makeup and styled hair. Although they had changeable adult outfits, their bodies were childlike or pubescent and varied in size. “They were so ugly and clumsy and had child bodies for grown-up play situations, it just did not go,” Ruth recalled. Ruth envisioned a more sophisticated version o
f these dolls, more obviously a woman and more lifelike than any then available. She wanted a doll like the King Features Syndicate cartoon character of the time, Tillie the Toiler, and her adolescent male counterpart from the Chicago Tribune Syndicate, Harold Teen. Tillie worked at a fashionable women’s wear company run by clothing mogul J. Simpkins. She worked in the office, did a little modeling, and even joined the army during World War II. All the while, Tillie was impeccably dressed.
Manufacturers of fashion dolls were not sensitive to the subtleties required to give the doll the kind of imaginative value Ruth envisioned. Their dolls had baby faces, cramped necks, rounded stomachs, flat chests, and straight legs, and looked comical in bridal or prom costumes. Ruth believed that teenagers could not engage in teenage play with these babyish dolls.
Fashion dolls were a 1950s innovation on the ubiquitous baby doll. Newly developed plastics, and later vinyl, made it possible to manufacture smaller, detailed dolls. Retail store buyers saw potential for selling them as collectibles as well as toys. But the buyers clung to the conventional wisdom of the 1950s. In that postwar era, little girls were encouraged to hold marriage and motherhood as their highest aspiration. As a result, baby dolls still dominated the market. Toy companies, their designers also predominantly male, followed suit.