Toy Monster: The Big, Bad World of Mattel

Name: Toy Monster: The Big, Bad World of Mattel
Brand: Wiley
SKU: 9780470371268
Price: 1816.0 INR
Availability: InStock

by Jerry Oppenheimer

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ISBN13: 9780470371268
Binding: Hardcover
Subject: N/A
Publisher: Wiley
Publisher Imprint: Wiley
Publication Date: February 1, 2009
Pages: 280
Original Price: USD 24.95
Language: English
Edition: N/A
Item Weight: 454 grams
BISAC Subject(s): Industries / General and Infrastructure

About The Book

From the Inside Flap
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 exposé, 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 célèbre.

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.

About The Author

JERRY OPPENHEIMER has written eight biographies of major American icons, from Martha Stewart and Barbara Walters to the Clintons and Kennedys, and has worked in all facets of journalism, from national investigative re-porting in Washington, D.C., to producing TV news and documentaries. He's quoted in magazines such as Vanity Fair, and is a frequent guest on national TV interview and syndicated magazine shows, including Good Morning America, Entertainment Tonight, Extra, Anderson Cooper 360°, Nancy Grace, BBC News, Fox News, and more.

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