Christmas nineteen, ninety six is just five days away, Oklahoma City, a desperate moms on the hunt in toys arrest She hurried down the pink barbie I'll, but the dollar author wants more than anything, isn't there He stopped to store assistant. Excuse me Do you have any holiday barbies? You know the one with the Burgundy code and white fur hat sorry MA am they sold out last week we won't be given any more in any idea where I can get one, Sorry, those ones disappear the minute they go on. The shelves he's right These limited edition Christmas barbies are hot. EL made two million this year and they sold out in just a few weeks and though say figures had emboldened Mattel, CEO Jill Baronne vote

When spring, she meets with a holiday Barbie team in Mattel's Ella headquarters,. The big retailers say they can sell even more holiday barbie, so I want us to make three million this year the Barbie teen thinks that's a bad idea, but shall broad, isn't wise. Either they reckoned no coincidence that the people who blocked her path to the top are no longer around eventually one executive and the courage to push back The retailers are wrong. The figures are distorted by the collectors and scalpers you by multiple dolls holiday. Barbie works because its collectible make too many lose its cachet. Murat frowns do now underestimate the power of Barbie, We're doing this, but the executive is right back Christmas,

Holiday, Barbie doesn't sell out. Instead, Retailers are swamped with unsold brunette barbies in red and white gowns. My spring, the doll that once cos two hundred dollars or more is being hawked for just thirty on the home shopping network, where their share still packed with leftover holiday barbies retailers not only cut back on ordering specially barbies But on run of the mill ones to buy food, nineteen. Ninety eight Mattel sales or half a billion dollars below target and its stock price is tanking so but ROD pulsar rabbit out of a hat to modify upset investors. She announces that Mattel is winning the digital revolution by buying educational software, giant the learning company for more than three a billion dollars the law.

company is a high flying texts. Dock in less than decade, it's gone from operating out of a Toronto basement to software giant status. its home to big name. Computer games like reader rabbit, missed the Oregon trail, but rush to buy the learning, company and regain wall streets favour. Mattel's, not Look beyond the software giants, glossy exterior and add oversight. Is to costs, Mattel an Barsad dearly. Somehow even when most of us are spending more time at home, life can get really busy and at the end of the day, I love nothing more than winding down with great audio books. on audible, you'll, find everything from best sellers and new releases too Liberty memoirs like the one I'm listening to now written a narrated by fellow Texan, Matthew, Mokanna here right now,

well, as giving members even more with the all new plus catalogue, start exploring audible with Free thirty day trial right now, visit, audible, dot, com, Slash be w or text be doubled. You two five hundred five hundred again, that's audible, dot, com, Slash be w or text, be w two five hundred five hundred business. Movers is a new podcast from wondering dives deep into them. successful companies of time, because behind each your stories of the difficult decisions that made who they are first up, is Disneyworld businessmen. premiers January fourteenth, but you can listen January, seven and free by Johnny. One reply ass in the wonderful wondering feel the story from wonder I'm David Brown, and this is business wars

What our last episode, RO, narrowly escaped a hostile takeover by Mattel, but now The two rival space, a new threat, but digital age with kids switching from plan Dick playthings to screen based entertainment. The titans of toys need new ways to capture kids imaginations, Mattel since I joined the Tec fast tracked by buying the learning company, but it's in for a nasty surprise, this is episode. Six of Hasbro versus Mattel screen dreams, its February

thousand in the offices of a Wall Street Investment Bank, Mattel, holding a board meeting with him is a balding man. With grace double video. Industry veteran Bernie still are a few years back. He help Watch, Sonys play Station Videogame Council than America now he's about give Mattel's board a crucial presentation to still are the board members look like dear caught in the headlights. Year ago. They approve the multi billion dollar by out of the learning company. They thought they had bought a go, golden goose. Instead they got at Turkey, learning company is losing so much money. It's obliterate Mattel's profits and crashed it share price. So the boy I stole are to assess the situation now he's ready to deliver the bad news, You won't like this very morning. Company is job

its losing a million dollars every day its overloaded with death it in ass a little in creating new products and its existing brands or outdated and steep decline. Restructuring the company will take at least two years and cost up to one hundred million dollars stolen that's the new saddle and then continues. my advice get rid of it. Give it away if you mask the board's hopes or a silver lining are shattered and they also know someone must take the fall for this mess. All eyes in the room turned Tell CEO Jill Broad he's, one of just for female fortune, five hundred ceos. She was strong mental and making Barbie a billion dollars a year toy.

but there's no saving her. Now broad knows it too: to striking a fifty million dollars severance package. She resigned a few months later. Mattel hands learning company to venture capital group for next to nothing. But Mattel's rocky start to the new century is far from over its August two thousand and in Mattel's parking lot Barbie closed designer quarter. Bryant is on edge, scans the cars and sees the woman he's looking for her name is Veronica Marlowe, and she to work within at Mattel, but now oh she's, an independent consultant. responding her sitting in her car. He may sure no one's around knocks on the window and its into the passenger, see the sorry to make you meet me here. Are you ok, You seem worry what what is this all about?

You remember my leave of absence, awhile back sure. Well, I stayed with my parents in Missouri and when I was there, I saw these really cool. Looking high school girls walking down the street, I wasn't spired by them, and so I did sketches of a doll line based on them. I brought him to show you and, if you like them well, can Help me find someone to buy the rights. Ok, but why? me one. I show Mattel you know what they are like: they just want the same old, safe, pretty Barbie dresses, trust them. Didn't do my ideas, justice, Brian hands Sketchbook tomorrow inside our drawings, sassy Multi, ethnic teen dolls, with rainbow colored, hair, edgy clothes and a strong girl power by above those are the words meet the brats. That's brats spelled with a z for extra street credit. Wow our cool. I, like the large heads.

reminds me of animals, which is definitely on trend I'll show them around see to bite. A few days later, Marlowe calls Bryant She's arranged a meeting with Isaac Leary in the iranian CO, founder of India, entertainment, Energy is a small Californian, toymakers, accompanied never had a hit toy and mainly survived by distributing video games. I ain't arrives at Lesbians office with a prototype brats, it's a frank and the master of a doll pieced together discarded, Barbie part its asked in homemade clothes and an oversized pair of can boots Larry and is not impressed ugly ugly, and ugly and weird, just then lesbians, twelve year old daughter enters the office. She spots the doll in Russia's over oh, my

that is so cool. Can I have this suddenly Larry and doubt vanishes Like I'm wrong knows best. It's brilliant Marian offers Bryant a deal. and in two thousand one the brats arrive fast. Pray, space injury, pushes brats as the anti Barbie dont dolls with different skin tone. almond shaped eyes, varied body apes plenty, a street credit, Instead of pretty gowns, they come dressed in mix and match fashions Madrid expire using tube tops, clockwork, colored platform healed, knit caps and cargo pay. But Larry a nose. Beating Barbie, will be an uphill battle. So

He licences, the brats brand far and wide soon Brats logo is turning up on preteen clothes bags, cosmetics and choose the flood merchandise, boosts the brand name recognition and with it sales of adults by two thousand three barbies facing the fight of her life, brats or selling fast and threatening to end barbies long reign as the queen of dolls. Side. Mattel there is panic. for a moment. It looks like barbies days are numbered, but then Mattel C O Robert occurred finds a letter waiting for him on his desk. He opens the letter and skims it. Then carefully read it again. he's shocked the I'm letter identifies for

or Mattel designer Carter Bryant. As the creator of brass and not only that. It also reveals he was working for Tell when he sold the right to initiate huh he smokes informations dynamite. Mattel employment contract gives the company ownership of any toys its staff creates and that Means Mattel not gee. I should own brats Eckert smiled Might not be able to stop brats in the marketplace, but now It has what it needs to sue them out of existence. while Mattel battles, Brats Hasbro we facing an altogether different challenge. Recent years the Rhode Island Company is focused on making toys based on movies its six. Small strategy. but as a result has broken again

did its own toy brands, and now they sadly need attention. configure line transformers is typical them it used to earn Hasbro hundreds of millions of dollars a year now transfer MORS barely makes thirty million is the same story with Gi Joe in my little pony, Hasbro Twitchy, Ryan. Governor wants to change that he's developing a plan heart inspired by the movie toy story when that film mounted gave mister potato head a major sales boost. So why not replicate that success by creating movies about other Hasbro toys, but for that plan to work he needs to get Hollywood onboard Gunnar call movie producer, Lorenzo Divine of to float the idea I heard that you want to do a film about military technology that dutch true gray, great work

How about you make it? A gene Joe movie. not grab me studio will want to make a feature linked toy commercial. I get that but that's not what I'm after I'll give you whatever creative latitude. You need to make a good, movie using were brand. After a few or conversations be bought. Torah bites. He teams, with fellow producer Don Murphy. Together they prepare a pitch. open to persuade a major Hollywood studio to bank role. The movie the project gets off to a strong start. Within a few months. They ve got a draft script. And interest from Sony's movie studio but then comes Curveball the United States invades Iraq disturbing images of war appearing on tv screens, the pears

I've been about gee, I Joe is replaced by a definite sense of unease, feeling the times no longer right for a war movie based on a toy Murphy calls. Hasbro film licensing Chief to break the news. we're are part of the G Joe Movie because of Iraq. We can revisit another time, maybe I'll cape well. What else could we use for movie? How about transformers a few months later Murphy's touring Hollywood trying to sell his vision, a big budget live June transformers movie the react, from one of Paramount Pictures executive see meets is typical. Seriously transformers ass, the toys from the eighties I know I know they're before my time to but listen I want to

I'm a con man. You should see how much love and nostalgia people still have four transformers. It's crazy met. This could be huge. Sorry, I'm on passing the Just the studios go nowhere, no one touch transformers, but then Murphy gets a call its paramount. We changed our might. We want transformers, that that's great, but what's change some of our younger executives who grew up but transformers, heard I rejected transformers and told me to task- I guess you're right- that generations loves. The brand paramount is in the only studio to change its mind, There's a Hollywood bidding war as stupid jostled, bring transformers to the big screen eventually, Paramount and dream works, get the deal and, in July,

two thousand seven, the first tranche farmers movie arrives my name, is optimal, prime. Autonomous, robotic organisms from the planet, cyber crime, but you can call us Autobahn short on a bus The film is an explosive globe. Trotting see gee. I extravaganza the movie features bogged down robots the size of buildings who get into spectacular fight and can more into muscle cars for high octane carcases. In its opening weekend, movie theatres are packed with mister. logic dad's, introducing their sons to the toy of their youth. The move makes more than eight hundred million dollars sponsor. Major film franchise and, most importantly, for Hasbro it and sales of transformers toys through the roof soon, ass rose replicating. The strategy with Gee. I joe my little pony and more by the time

way. Chief Brian governor becomes Hasbro CEO in two thousand and eight the company's opening its own film and tv studio, but why has rose, been making waves in Hollywood Mattel's, Z, battling the brass in court and now, The doll is about to face its final judgment. We get support from you need budget, the award winning app and proven method that helps you gain total control of your money and build wealth. You don't need a budget because you know have any money. You need a budget, so you can do more with the money you have and you need. A budget is gonna help. plan for the things you need an get that things you want: here's how it works. We'll take the money you have and make a plan those me days ahead, they won't catch. You up, our because you'll see them coming when you're lying,

four priorities change your budget can too and before you know it you'll break the paycheck to paycheck cycle forever, which means you ve got more money to help you pursue your passions, accomplish your biggest goals and take away your money stress forever. You have nothing to lose we accept all that's dress so sign up at you need a budget dot com, slash, be W, try Unita get free for thirty. Four days, no credit card required at you need a budget dot com, Slash be W. That's you need a budget dot com, slash, beat levity In the early twentieth century, coal was a few, the powered american industry and drove staggering corporate wealth. But this black gold was extra from the ground at a tremendous human cost. Ireland grant the host a one. We show american history tellers. We take you to the events times and people that shaped America and Americans. Our values

struggles and our dreams. In our latest series, a group of West Virginia minors fight back against the coal companies that control their lives, rising up for their right to join the union. Listen the call moors on american history tellers on Apple podcast, Spotify or the wonder. You join one, replacing the wonder yet to listen. Ad free. Its April twenty first twenty alive. and in a California court room. The jury is ready to give its verdict for years Is mg and Mattel have been fighting in court for control of brats today these jurors will decide their fate has a jury reached a unanimous verdict, We have your honor mg CO, founder Isaac, Larry Intensest, as does Mattel CEO Robert Eckert Accords. The man who started

multi million dollar legal firefight and he's expecting victory. The judge nods and what is that verdict? warring ceos hold their breath. The moment has come shortly: Larry and out of the court room into the California, sunshine, he feels lighter. He barely believes it, but he's one the jurors confirmed mg, not Mattel, as the rightful owner of brats. What's more, they also ordered Mattel too pay more than a hundred million dollars in damages, but it's a pyrrhic victory in two thousand five brow briefly dethroned Barbie as the world's best selling dolls. But the legal clashes have taken a steady, toe

him Jays been too busy fighting Mattel in court to focus on updating the doll. Now the dolls once made Larry and company a billion dollars a year. Barely raking forty million Larry may have one in court, but he also knows brats our over still Brad did show that barbies dominance is no longer a given and there's a new threat to dinner. He's princess doll line which includes magic kingdom superstars, like Cinderella, jasmine and snow white. These rights girl dolls are hugely popular and, unlike Barbie, their sales arising, not that Mattel's to work After all, it makes those Disney Princess doll. So even is or slips those popular princesses more than compensate but meant

else. Fairytale romance with Disney is about to turn grim. It's two thousand thirteen A group of Disney executives is visiting Hasbro and pataque it Rhode. Island Hasbro makes star wars. Toys for this and the team from the MAGIC Kingdom wants to know how kids feel about the franchise there has been a researcher talks. The Disney team, through the toymakers latest findings. What's really clear to us is that star wars resonate with kids today, because dad's, not the brand, they pass that love onto their children saving happens with sports teams when the researcher finish this is talk Disney. executive wants to know something else, Today's all about boys in star wars, but what's yours, I'm telling you about girls, ok, stand out Girls are not as into close as they once were. Our reach

suggests. Girls prefer brands about friendship and kindness, Hasbro doesnt know it yet, but Disney's testing the waters is starting to think Mattel. Isn't that right home for their princess dolls matter, spending more and more time trying to halt the slide in Barbie sales and Disney feels like its dolls or becoming an afterthought There is another problem too. A new line of teenage goth dolls from Mattel called ever after high Welcome your high school for the teenage sons and daughters of famous fairytale characters apple. Why daughter of snow White Ribbon, Queen daughter of the evil Queen Madeleine Hatter daughter of the matter and materials everywhere? your high dolls might be sue where thick black eyeliner, but when did looks at them. It sees fairytale princesses and

Forest Disney's concerned princesses are its territory from Disney's respect. Mattel's now directly competing with its princess dolls, and it's not to stand for that. So now The magic kingdoms, hoping Hasbro, might prove a more hospitable castle for its princesses and Mattel's error. Couldn't have come at a worse time, because Disney's to introduce its most popular princess yet summer in the city of Arundel it couldn't be warmer. It be sunny hair, but that's about it forever, bearing down it's completely frozen hot or cold cold cold she's called Elsa in the name of her movie is frozen. Frozen is a phenomenon.

it grows is more than a billion dollars at the box office and becomes the biggest animated movie of all time. Now, really frozen, send sail to Disney Princess dolls, soaring sales that did is now seriously considering handing too. Mattel's arch enemy in early twenty fourteen, Ni invites Hasbro to Burbank California. It wants Hasbro to make its pitch for the Disney Princess Rights its Hasbro C, O Brien governors moment to shine. and there's a lot at stake. Thanks to froze The annual sales of Disney princess dolls are pushing half billion dollars. Governor leads the pitch Our inside show that girl see princesses in much the same way as boys see superheroes and that Girls are drawn to different characters for different reasons

Those reasons might be aerials, mermaid, tail, meridian, archery skills or else's ability to conjure snow golden takes a sip of water and then continues. What's sing from Mattel's marketing of your dogs, is anything highlighting the individual appeal of each princess now If we had the Disney Princess line, we withdraw that out. For example, Guiana, the princess in the fraud. She's, an amazing cook. We can tap into that the Disney loves the Tiana example issue was Disney. That has both thinking about its lesser known, princesses, to in contrast, Mattel's focused its energies on the Big League, princesses Cinderella, the Middle mermaid snow white, when the Hasbro team finishes the his knee executives applaud? Gunnar smiles. That has got to be a good sign.

By the time Mattel realises it's about to lose its lucrative Disney princess line too late to win them back in September. Twenty fourteen Disney gives Hasbro the right. Now. Mattel desperately needs Barbie to make a comeback, so it opts for. Local action for decades bar he's been criticized for rare, impossibly small waste destroy accordingly long legs and well endowed breasts say these proportions. Give little girls and unrealistic idea of what a woman's body should look like now. cells. Addressing those complaints head on in January twenty. Sixteen as the first Hasbro did princess dolls, reach shores matter,

unveils the biggest change in Barbie's fifty seven year history for generations. Barbie dolls have presented an image of perfect beauty and for many that's exactly the problem. But now is embassies. Erika held tells Us Barbie, getting a whole new look Mattel's new barbies embrued diversity, barbies with new facial structures, new skin tones, new hair, tat, yours and a choice of four body shapes original petite, curvy and tall Mattel's decision to finally get with the times and embrace a more inclusive vision of beauty with Barbie generates tons of positive publicity. it makes the tv news the front cover of time magazine and even gets a thumbs from Ellen Degenerous. But the positive welcome doesn't result in their brand resurrection. Mattel hoped for

barbie sales do increase, but by twenty seventeen its clear that sales is nowhere near big enough to make up for lost, the Disney princesses, later than year, Hasbro replaced Mattel as America biggest toy maker. For the first time, I'm in more than twenty years their seventy year conflict shows its never wise to count. Mattel out Mattel survived accounting scandals. The vis oh game, implosion of the eighties and the toxic apples of the learning company. It's made comebacks before Hasbro knows it, but what then battle does show. Is that even in toys? The most fabric? industry of all strong brands endure so long as they adapt with moves like barbies, constant reinvention to try

formers movie back Revival, Mattel and Hasbro. own apart the old idea that toys are here today gone tomorrow, business now the only dead toys, those that failed to move with the times and that course means Hasbro and Mattel's next opportunity to get the jump on each other is always right around the corner. From wondering, this is episode, six of Hasbro versus Mattel for business wars. Like our show. Please give us a five star rating review and be sure, tell your friends subscribe on Apple podcast, Spotify, the wonder reactor wherever you listening right now and to listen episodes. One week. Early joint wonder, Replies so find some links and offers from our sponsors and the episode nodes. Supporting them helps us keep offering our shows for free and other. Where you can.

support the shows by filling out a small survey and wondering dot com, slash survey and tell us which The stories you'd like to hear a quick note about recreations you ve been hearing. In most cases we can't know exactly what was said at the time. Those things are dramatization, but they are based on historical research. I'm your home David Brown. Christian Donovan wrote this story. Karen low is our senior producer and editor attitude and by Emily Frost, sound designed by Kyle Randall Clayton. He's our associate producer. Our executive producers are Jenny, Lauer, Beckmann and Martial Louis created by or not Lopez or wondering I'm Wednesday, grand the host of wonder is new series business movers, where we dive deep into the inner workings of some of the most successful companies of all time, Movers is available early and ad free on one replies from the oars. The stories of their famed leaders to the million dollar ideas the caterpillar

them to success. How exactly did these companies grow from just a dream to multi billion dollar corporations? Here the landmark decisions, the scandals and the stunning triumphs that propelled these companies to the top first up Disneyworld This has moved from errs on January, fourteenth on Apple pon casts Spotify or wherever you get your Pont cast. You can listen to the first episode now early and ad, free by starting your free trial of wondering, plus in the wonder, YAP with business. Movers feel the journey wondering feel the story.