Barbie, Business Strategy & Emotional Branding Lessons

In 1942, Elliot, his wife Ruth Handler, and Harold Matt Matson(An industrial designer) founded ‘Mattel’ which sold children’s toys. While Elliot and Matt handled the creative side of the product, Ruth took care of the operations and marketing side of the business. She loved selling. She was reasonably successful in bagging sizeable orders for the company.

In the early 1950s, the company was doing well. Some of their products, like Cap Gun, had become massive hits among children. At this time, Ruth Handler conceived the Barbie doll idea.