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Mattel: 70 Years of Innovation & Play - Assouline Books
Mattel: 70 Years of Innovation & Play - Assouline Books
Mattel: 70 Years of Innovation & Play - Assouline Books
Mattel: 70 Years of Innovation & Play - Assouline Books
Mattel: 70 Years of Innovation & Play - Assouline Books
Mattel: 70 Years of Innovation & Play - Assouline Books
Mattel: 70 Years of Innovation & Play - Assouline Books
Mattel: 70 Years of Innovation & Play - Assouline Books

Mattel: 70 Years of Innovation & Play - Assouline Books

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Assouline
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"Innovation became a hallmark of Mattel operations,” said Mattel co-founder Elliot Handler in 1968. “We were unorthodox, venturesome—our people were willing to try new things. This quality, more than any other, has been the key to the company’s progress.” From its humble beginnings producing picture frames for portrait studios to icons including Barbie and Hot Wheels, Mattel has been a master of imagination and innovation for seventy years.

In 1938, Handler began crafting art objects from Lucite in the LA garage of Harold “Matt” Matson. Soon he was in business as Elzac Jewelry, with Hollywood starlets modeling his designs. When Handler and Matson left Elzac and went into business as Mattel, the year was 1945 and with the nation at war, plastics were restricted for military use. Innovators as they were, they began selling wooden picture frames and quickly branched out into dollhouse furniture, before changing their emphasis to toys. Barbie was born in 1959 and one year later Mattel became a publicly owned company. In the following years, Mattel launched other iconic toys, including Hot Wheels and He-Man; began incorporating other brands, such as Fisher-Price, Pleasant Company (including American Girl), and Tyco Toys; and entered licensing agreements with Disney, Nickelodeon, and Harry Potter.

Celebrating the spectacular history of the Mattel family of brands, this volume brings together archival images from the early years of Mattel and original photography of some of Mattel’s most iconic toys to express the joy and energy of all the toys since its founding, a fantastic tribute to the happiness of childhood and the enduring memories of life’s best moments. Readers of all ages will delight in rediscovering their favorite toys and learning the stories behind them.

Since its beginnings in 1994, Assouline has been dedicated to creating books that are as informational as they are beautiful works of art. The respect for the product and the process of creation is evident in every facet – the traditional technique of hand-binding covers, the imagery that transports the reader to another place and time, the luxurious thickness of each page. The passion and the attention to detail are like that of an haute couture atelier.

Known worldwide for bringing luxury to the publishing industry, Assouline produces one-of-a-kind books on fashion, art, architecture, photography, design, and travel, weaving a story of L’Art de Vivre with every publication. The Ultimate Collection is the epitome of the Assouline brand as it offers an unparalleled standard of excellence in the 21st century. Each book from the collection pays homage to the time-honored craft of bookbinding and pictures are individually hand-tipped, a process which requires cutting, gluing, and placing each photo onto the page. This level of craftsmanship yields the highest quality books in the world, truly pieces of art in their own right.

Item #ASL-9781614284604

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