by Robin Gerber
Cowboy Gé-tar, 97, 149
Cox, Jack, 231, 232
Dancerina (doll), 148, 174
Danon, Sandy, 122–23, 125–26, 238
Dee & Cee Toy Company, 144
Denham, Josh, 123, 125, 154, 155, 158, 159; Mattel’s accounting problems and, 173–78, 188; on Ruth’s resentments, 246
Denver, 21, 22, 25, 29–34, 40; anti-Semitism in, 43, 44
Dichter, Ernest, 103–7, 113
Disney, Walt, 91–93, 95–97, 162
Disneyland (TV program), 91–92
dollhouse furniture, 14, 63, 65, 66, 68, 69, 73
dolls, 5–14, 18, 104, 132, 150, 160, 161; action figures and, 119–21; anatomical correctness and, 120, 142, 143; child testers of, 140; mechanical features for, 140–41, 148, 152–53. See also specific dolls
Douglas Aircraft, 50–51, 52
Dream Doll (R. Handler), 26, 245–47
Drucker, Peter, 182
Duncan, Ted, 85–86, 87
DuPont Company, 46, 50
Earring Magic Ken, 243
Ebiex, 161
Ehrlich, Robert, 181, 186, 195–96
Eisenhower, David, 99
Elliot Handler Plastics, 49–53, 62
Elzac, 53–54, 55, 57, 63–64, 76, 204
Epstein, Cynthia Fuchs, 205
Fanner 50 toy pistol, 94
FAO Schwarz, 245
fashion dolls, 6–7
Federal Communications Commission, 159, 163
Federal Trade Commission, 174
Feiger, Irving, 65–66
Feld, Irvin, 163, 174–76, 182, 202
feminism, 111, 113, 123, 205–6, 247
Ferris, Ray, 187
Field, Fern, 8, 236–37
Foray, June, 140
Ford, Betty, 211, 212
Ford, Henry, 44
Fortune magazine, 110, 188
Foundation for People, 229–32
Francis, Vince, 95–96, 97
Frank, Al, 74, 166
Frye, Ken, 94
Gable, Derek, 139, 140, 152, 239–40, 250
Gallo, Anthony, 234
gay community, 243
gender roles, 111, 112, 117–18, 122–23, 206; Barbie and, 113, 150, 247, 250
Germany, 9–11, 13, 14–15, 137, 138; Barbie’s popularity in, 249
Gibson, Dunn & Crutcher, 195
giftware, 50–51, 57–58
G.I. Joe, 119–21, 146
Giorgi, Elsie, 228–29
Godfrey, Arthur, 72
Goldberg, Vic, 68
Goldstein, Minyan, 68
Graham, Katharine, 188
Green, Alex, 230–31
Green, Seymour, 48, 52, 65, 83
Greenie Stik-M-Caps, 94
Greenwald, Louis, 23–29, 33, 35, 52–53, 66, 77, 87, 90, 168
Greenwald, Sarah Mosko (Ruth’s sister): death from cancer of, 167–68; Handlers’ business and, 51, 52; loans from, 87, 90; marital ambitions for Ruth of, 34–35, 36, 37, 39, 40, 41; move to Los Angeles of, 52–53, 58, 66, 77; as Ruth’s role model, 46, 251; as Ruth’s surrogate mother, 22–29, 33, 35
Greenwald’s Soda Fountain, 26–27
Greiner & Hausser (G & H), 137–38
Gund toy company, 117
gun toys, 94–95, 97, 104, 106, 113, 153
Handler, Al (Elliot’s brother), 48, 51
Handler, Barbara (daughter), 89, 142, 145–46, 183; as Barbie’s namesake, 14, 251; birth of, 53; as child, 5–6, 9, 54, 55, 62, 66, 69, 89; children of, 131, 190, 241–42; divorce of, 169; marriage of, 109; reconciliation with Ruth of, 251, 253; resentments of, 67, 79, 80, 83–84
Handler, Elliot (husband), 8–9, 24, 29–41; artistic bent of, 32, 35, 44–45, 79–80, 146, 193; background of, 31–33; on Barbie addiction, 150; bias against Barbie of, 14; business atmosphere set by, 126; change of first name by, 43; on children’s toy demands, 100; creativity of, 63; dollhouse designs of, 14, 63, 65, 66; first companies of, 49–55, 57, 63–64, 76, 204; innocence in fraud case of, 218; lucky nickel of, 38; military service of, 64–65, 69; naming of companies and, 203–4; personality of, 47, 48, 50, 83, 90, 118, 152–53; “play value” term and, 88; product designs by, 46–51, 58–59, 62, 63; Ruth’s breast cancer and, 168, 209; Ruth’s health decline and, 252–53; Ruth’s legal problems and, vii, ix, 216, 218, 223; toy designs of, 1, 4, 5, 14, 72–78, 94–95, 104, 138–40, 153–54, 160, 171; trend-spotting skill of, 51
Handler, Elliot and Ruth: art collection of, 223; Barbie’s inception and, 7–8, 14, 15, 19; chance taking by, 146; early married years of, 44–59; family life of, 71, 79, 83–84, 90, 109, 152, 190–91, 251–52; financial losses of, 194; grandchildren of, 131, 153, 168, 171, 190–91, 241–43; Ken’s AIDS and, 235–36; Los Angeles homes of, 66, 79–80, 133; Malibu beach house of, 168, 190–91, 233; marital longevity of, 250–51; mutual attraction and courtship of, 29–39; mutual love and respect of, 65, 152, 251; penthouse apartment of, 133, 223; personal worth of, 130, 132, 133, 152; Toy Industry Hall of Fame and, 239; unique partnership of, 38–39, 46–48, 112–13, 118, 123, 152, 250–51; wedding of, 40–41. See also Handler, Ruth; Mattel, Inc.
Handler, Freida (Elliot’s mother), 41
Handler, Kenneth (son), 146, 157; AIDS of, 234–35, 236, 242, 243; birth of, 55–56; as child, 9, 62, 66, 67, 69, 79, 84, 89; conflicts of, 142; death of, 242–44, 245, 251; interests/talents of, 84–85, 234–35; as Ken doll’s namesake, 142, 235, 239, 251; marriage/children of, 131, 190, 234, 242
Handler, Ruth: accomplishments of, 117, 237; autobiography of, 26, 245–47; awards and honors of, 145, 161, 191, 225, 239, 240, 247–48; background and youth of, 21–40; on basic concept of product, 88; birth of son to, 55–56, 61; bitterness of, 193; breast cancer of, viii–ix, 165–69, 170, 172, 178, 206, 239, 240–41, 252; business sense of, 4, 39, 45, 46–49, 62, 100–102, 112, 114, 118, 126–28, 201, 225, 231; car passion of, 29, 103, 152; competitive drive of, 8, 26, 27–28, 75–76, 78, 88, 104, 105, 118, 146, 158; confidence of, 4, 18, 19, 45, 47–48, 62–63, 83, 101, 117–18, 174, 207; corporate world and, 117–18, 122, 157; court-ordered community service and, 223, 224, 225–32; death of, 253; employees’ relations with, 125–29, 137, 139, 149–50, 239–40; fall from power of, 196; first New York business trip of, 67–69; first pregnancy of, 52, 53; formal business classes and, 114–16; fraud case against, 157, 177, 203, 207–8, 212, 213–24; fraud charges version of, 178, 191–92, 194–96, 216, 220, 221, 238, 249; fraud “no contest” plea of, viii–ix, 214, 219–22; fraud sentencing of, ix, 219, 222–24; gambling by, 193–94, 200; on growth through adversity, 238–39; health problems of, 228–29, 236, 237, 246, 252–53; humiliations of, 188–89, 190, 226, 229, 237, 246; insider trading charges against, 183, 203, 215; loyalty of, 76; managerial approach of, 115–16; marketing skill of, 198–99; as matriarch, 251–52; milestones in life of, 45; new business of (see Ruthton); parents’ death and, 56–57; personality of, 1, 2, 25, 26, 38, 45, 74, 77, 81, 83, 90, 149–50, 152, 206, 226, 246; personal style of, 76, 118, 122, 151, 182, 210, 249; physical appearance of, 1, 2, 4, 24, 40, 49, 61, 62, 118, 149–51, 169, 198, 200, 210, 236; political/social issues and, 113; power and, 85, 122, 144; predestination belief of, 45, 230, 239; sales forecasting skill of, 101–2, 109, 110, 143, 155, 172; sales skills of, 1, 4, 18, 47–51, 58–59, 61, 76, 231; self-image of, 80–81; sexuality and, 122, 149–50; speechmaking by, 191, 237; traditional gender roles and, 54–55, 57, 67, 111, 117–18; vanity of, 149–50; vision of, 253; women’s friendships and, 81, 205–7, 209–10, 237, 247–48; women’s issues and, 205–6, 238; as working mother, 58–59, 61–69, 71–72, 79, 80–81, 83–84, 90, 112–13. See also Handler, Elliot and Ruth; Mattel, Inc.
Handler, Samantha (granddaughter), 242
Handler, Samuel (Elliot’s father), 31–32, 33, 34, 41
Handler, Stacey (granddaughter), 242–43
Handler, Suzie (daughter-in-law), 233, 234, 235, 239, 242, 243
Harris, Pamela, 233–34, 235, 242, 243–44
Hasbro, 93, 119–20
Held, Fred, 126–27, 128, 137
, 139
Hillcrest Country Club, 218, 229
Hofheinz, Roy, 162–63, 190
Holland, Herb, 154, 170
Hollywood, 37, 39, 45, 112
Home Public Market (Denver), 26–27, 29, 33, 39
Hong Kong Industrial Company, 144
Horowitz, Ted, 117
Hot Dog (TV program), 162
Hot Wheels, 153–55, 159, 160, 169, 173, 174, 247
Hufstedler, Seth, 192–93, 194–96; special prosecutor’s report of, 201–3, 215, 218
industrial design, 45–46, 49–51, 63
Israeli-Arab war (1967), 130–31
Iwasaki, Cedric, 141
jack-in-the box, 86, 88, 97, 129
Jacobs, Clifford, 117, 126, 147, 148
Japanese manufacture, 1–17, 19, 120, 150
Jewish Community Foundation, 225
Jewish Consumptives’ Relief Society, 31
Jews, 21, 22, 31–32, 43–44, 46, 86, 130–31, 157, 158; Women of Distinction group, 247–48
job-training project, 227, 229–32
Johnny Lightning racers, 173
Johnson, Charlotte Buettenback, 15–16, 17, 142
Jones, Jack, 145
Jones, Jay, 189
Justice Department, U.S., viii–ix, 219, 220–22
Kalinske, Tom, 126, 128, 139, 201
Ken (doll), 132, 142–43, 250; as gay icon, 243; namesake of, 235, 239, 251
Kersee, Jackie Joyner, 250
Kieso, Lou, 4, 18
Kinney Systems, 179–80, 181
Kintner, Robert E., 92–93
Kivowitz, Bernie, 245, 246
Klapp, Cathryn, 222–23
Knickerbocker Plastics, 74, 75, 87–88
Knit Magic (toy), 139
Kokusai Boeki, 11
Ku Klux Klan, 44
Laird, Alex, 207
Lakeside Amusement Park, 33–34
Latta, Robert, 232
Laybourne, Geraldine, 250
Lee, Evelyn, 36–37, 38
Leibovitz, Annie, 250
Leonardson, Ralph, 82–83
Lesney Products, 153
Lilli dolls, 9–11, 13, 14–15, 137; patent for, 138
Litton Industries, 155, 156, 158, 170
Loeb, Ron, 187, 251–52
Loomis, Bernie, 159, 169, 170, 173, 175–78, 195–96; firing of, 182
Los Angeles, 35–40, 44–45, 52–53, 66, 77
Los Angeles Conference on Community Relations, 86
Los Angeles police toy charity, 116–17
Lucite, 46, 53, 58
Lullaby Crib (music box), 89
magazine ads, 145
Make-Believe Makeup Set, 73
Marx, Louis, 99, 138
Marx Toy Company, 1, 99, 102, 138
Massey, Peyton, 199–200, 203, 204
Matchbox cars, 153
Matson, Harold (“Matt”), 48, 51, 57–59, 62, 111, 203; buyout of, 77–78
Mattel, Inc.: annualized accounting of, 175, 202; atmosphere at, 125–27; Barad as CEO of, 247–50; bill-and-hold orders and, 175–80, 188, 194, 203, 215; branding of, 143, 145; business practices model for, 124; charity programs of, 89, 116–17, 130, 160, 213; diversification of, 144, 151–52, 155–64, 170–72, 238; diversification problems of, 202–3; divisionalization of, 158–64, 169–70, 171, 202; employee relations and, 89, 124–29, 139, 140, 149–50, 216, 217, 239–40; expansion concerns about, 113–14; federal fraud case against, viii, 157, 176, 177–78, 181, 188, 190, 191–96, 201–3, 205, 212, 213–24, 238, 303; founding/growth in 1950s of, 1, 59, 61–69, 72–78, 80–83, 90, 91–101; full first year’s return for, 69; growth/successes in 1960s of, 121–33, 135–46, 150, 151–52, 153–61; Handlers’ lost control of, 196; Handlers’ roles with, 64, 80, 81–82, 89–90, 116, 117, 144, 149–50, 158–59, 161, 178, 182, 193, 238–40; Handlers’ salaries at, 132; Handler stock ownership and, 238; headquarters for, 111, 114, 144; incorporation of, 78; insider jokes about, 190; losses/problems in 1970s of, 111, 171–83, 187–88, 203, 205; management shakeup at, 181, 185–96; management style of, 89–90; marketing strategy for, 106–7, 145, 147–49, 159; merger prospect for, 179–80; naming of, 203; nondiscriminatory labor policy of, 86; officers of, 80, 117, 144, 188; organizational revision of, 116, 117; post-Handler recovery (1980s) of, 237–38; quality control and, 141–42; research and design expertise of, 135–44; Ringling merger effects on, 175–77; Ruth’s dominance of, 118; Ruth’s return as spokesperson for, 245–48; sales volume/profits of, 88–89, 102, 113, 129, 143, 150, 154, 159–60, 175, 202; shareholder lawsuits against, 183, 190, 194; stock offerings/prices of, 121–22, 130, 131–32, 144, 151, 156, 161, 174, 175, 177, 179, 182, 183, 190; stock ownership and, 238; stock trading hold and, 193; tensions at, 169–70; top sellers (1990s) of, 247; toy debut shows of, 147–49; toy testing and, 140; unique approaches of, 82; women employees of, 7, 205, 206; women executives at, 123, 247–50. See also specific toys
Mattel Alumni Association, 240
Mattel Musical Library, 89
Matty’s Funday Funnies (TV cartoon show), 100
Max Factor cosmetics, 108
Menken, Dave, 113–14, 115–16
Metaframe, 161
Mexican factory, 172, 176
Mickey Mouse, 91
Mickey Mouse Club, The (TV program), 91–99, 113, 145
Midge (doll), 132, 143
Miller, Herbert (“Jack”), viii, 214
minority-owned businesses, 160, 240
Miraula, Lou, 126, 147–48
Mitchell, Robert, 117, 155
Monogram Models, 161, 172, 238
Moore, Ann, 250
Morley, Clarence, 44
Mortenson, Stan, 212, 214, 217, 228
Mosko, Aaron (Ruth’s brother), 22–23, 25, 252
Mosko, Doris (later Doris Paul) (Ruth’s sister), 22, 30, 36, 56, 87, 90, 130
Mosko, Ida (Ruth’s mother), 22–25, 41, 55, 168; death of, 56–57, 252
Mosko, Jacob (Ruth’s father), 22–26, 41, 55–56, 252
Mosko, Joel (Ruth’s cousin), 166–67
Mosko, Joseph (Ruth’s brother), 22, 27, 39–40, 56–57, 252
Mosko, Lillian (Ruth’s sister), 22, 35
Mosko, Louis (Ruth’s brother), 22
Mosko, Maurice (“Muzzy”) (Ruth’s brother), 22, 32, 43, 56
Mosko, Max (Ruth’s brother), 22, 40, 185
Mosko, Ruthie. See Handler, Ruth
Mosko, Sarah (Ruth’s sister). See Greenwald, Sarah Mosko
motivational research, 103–7, 113
Mouseketeers, 92
Mr. Potato Head (toy), 93
Musical Merry-Go-Round (toy), 88
musical toys, 72–78, 82–83, 85, 94, 160
music box, 85–89, 90, 97, 129; Duncan patent for, 87
Myers, Eddie, 75–76
Nearly Me (breast prosthetic): marketing of, 197–201, 203–5, 207–12, 228; as Ruth’s legacy, 239, 245; swimsuits for, 236. See also Ruthton
Neiman Marcus, 197, 207, 208
Newman, Charlotte, 40
Newman, Chuck, 30, 32, 40
New York Stock Exchange, 131, 193, 250
Nixon, Richard, viii, 191
O & M Hausser, 10, 137
O’Donnell, Rosie, 250
Operation Bootstrap, 160
Optigan, 160, 173–74, 187
Ordin, Andrea Sheridan, 214, 219, 221–22
Packard, Vance, 104
paper dolls, 5–6, 8
Paramount Studios, 36, 37, 39, 44, 47, 48, 51, 53
patents, 87, 138, 153, 215
Paul, Harry, 87, 90, 130
Pauley, Jane, 210
Peerless Plastics, 75
People (magazine), 210, 250
Pepperdine University, 241–42
Peters, Darrell, 170
Phillips, Leonard, 29–30
piano toys, 82–83, 85, 94, 160
picture frames, 58–59, 61, 77
Plexiglas, 46, 47, 49, 50–51, 63
polyvinyl chloride, 12
Pri
ce Waterhouse, 203, 230
prosthetic breasts. See Nearly Me
Radnitz, Robert, 162
Rado, Vic, 178
Rao, Rita, 149, 206
Reed, Donna, 17
Rekers, Paul, 166
Riklis, Mona, 248
Ringling Bros. and Barnum and Bailey circus, 162–64, 172, 174–77, 190, 194, 202; as Mattel money-maker, 238
Rohatyn, Felix, 180
Rohm and Haas, 46, 50, 51
Rollin, Betty, 211
Roosevelt, Franklin D., 27, 35
Rosenberg, Seymour, 155–58, 160–61, 169, 170–71, 175–79, 183, 191; influence at Mattel of, 158; Mattel fraud case and, 195–96, 203, 215, 217, 219, 220, 223–24; Mattel severance package for, 181; reason for hiring, 202; Ruth’s reactions to, 156–58, 180, 181, 194, 195
Ross, Steven, 179, 180
Roy Rogers Show, The (TV program), 94
Ruthton, 203–5, 207–12, 214, 218, 219, 221, 224, 226, 228, 232, 236; Ruth’s focus on, 237, 240; sale of, 244
Ryan, Jack, 3, 10–11, 13, 17, 117, 120, 135–41, 160; Barbie’s engineering and, 132, 138, 145, 153; Hotwheels and, 153–55; patents held by, 153, 215
Sanders, Ed, 229
Schauer, Pat, 114, 150, 156, 173, 181, 206
Schneider, Cy, 99, 107, 108
Sears, Roebuck, 4–5, 18, 47, 68, 82–83, 93, 102, 148, 171–72, 173
Securities and Exchange Commission, 157, 190, 191–96, 201–3, 212, 213–24
See ‘n Say toys, 141
Seftel, Lawrence, 183
Segal, Allen M. (Ruth’s son-in-law), 109
Segal, Cheryl (Ruth’s granddaughter), 131, 241–42
Segal, Todd (Ruth’s grandson), 241
Semon, Waldo, 12
Senekoff, Ben, 68
Sesto, Frank, 125, 129, 141
Sew Magic (toy), 139
sexism, 117–18, 122–23, 247
sex toy, 9–10
Shannon, Jacqueline, 246
Shindana Toy Company, 160
Shockett Lighting Fixture Company, 33, 35
Siebert, Muriel, 250
Sizzlers (cars), 169, 172, 175
Skipper (doll), 132, 143
Sounder (film), 162