Word: mattel
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California's Mattel, Inc., the biggest toy company, will use more than 150,000 Ibs. of Saran filament for the hair of its bestselling and well-dressed Barbie Doll, another 5,000,000 midget phonograph records and needles-for its talking toys, as well as huge quantities of plastic, zinc and steel for its new line of bikes, tricycles and trucks; the line will have a battery-driven device called the VRROOM, which emits a roar like a motorcycle and is intended to catch every...
...receiver, she said to me. 'You are nothing but a machine.' And I decided that a toy named Mr. Machine would be an adequate psychological symbol of our times." Glass, who is already planning his 1964 line, manufactures no toys himself, instead leases his ideas to toymakers (Mattel, Ideal) for a percentage of the gross...
...choosing a tough successor to carry on Mattei's expansionary and controversial policies. Premier Amintore Fanfani last week did neither. To succeed Mattei as head of the "state within the state'' Fanfani selected E.N.I.'s scholarly vice president. Professor Marcello Boldrini, a mere 72, and Mattel's lifelong loyal friend...
Last week Mattel's luck gave out. As he was heading back from a business trip to Sicily, his private E.N.I jet ran into a soupy fog, crashed in flames ten miles south of Milan and killed the three men aboard...
...their drive for the top, the Handlers this year alone have doubled their plant space and payroll (to 4,400). At Mattel's Los Angeles factory, a staff of 200 toy developers, including chemists, sculptors and engineers, tinker behind locked doors on an annual research budget of $1,500,000. Currently, the company has 17 new toy "principles" ready to employ in a variety of toys. Exults Jack Ryan, a onetime missile engineer who heads Mattel's R. & D. department: "We're right out on the frontier of technology...