Barbie and Ruth: The Story of the World's Most Famous Doll and the Woman Who Created Her

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