Toy Monster C Hardcover - 2009 - 1st Edition

From the rear cover

From Boise to Beijing, Mattel's toys dominate the universe. Its no-fun-and-games marketing muscle reaches some 140 countries, and its iconic products--Barbie, Hot Wheels, and Chatty Cathy, to name a few--have been a part of our culture for generations.

Now, in this intriguing and entertaining expos, New York Times bestselling author Jerry Oppenheimer places the world's largest toy company under a journalistic microscope, uncovering the dark side of toy land, and exploring Mattel's oddball corporate culture and eccentric, often bizarre, cast of characters.

Based on exclusive interviews and an exhaustive review of public and private records, Toy Monster exposes Mattel's take-no-prisoners, shark-infested corporate style. Throughout this scrupulously reported, unauthorized portrait, you'll discover how dangerous toys are actually nothing new to Mattel, and why its fearsomely litigious approach within the brutal toy business has helped their products dominate over potential rivals such as Bratz.

But this is only part of the story. Along the way, you'll also become familiar with the larger-than-life personalities who have shaped Mattel's eccentric world. There's cofounder Ruth Handler, a "one-woman sales-merchandising-promotion-administrative force, a sort of industrial Orson Welles," who becomes a white-collar criminal. There's Jack Ryan, the "Father of Barbie," whose second of five wives calls him "a full-blown seventies-style swinger into wife-swapping and sundry sexual pursuits as a way of life." And don't forget CEO Robert Eckert, who came from the worlds of processed cheese and hot dogs to lead Mattel--only to get grilled by the U.S. Congress, and the world press, in the lead-paint-and-dangerous-magnets cause clbre.

The phenomenal Barbie brand's 50th anniversary arrives in 2009, hot on the heels of the China Toy Terror recall scandal that has tarnished Mattel's image in the hearts and minds of millions of people worldwide. Toy Monster takes you inside the many scandals that have been a part of this company, and shows you why today's toy business isn't always fun and games.

Media reviews

Citations

• Library Journal, 03/01/2009, Page 80
• Newsweek, 03/02/2009, Page 54
• People Weekly, 03/02/2009, Page 41
• Publishers Weekly, 01/26/2009, Page 112
• Reference and Research Bk News, 05/01/2009, Page 115