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Article: Mattel makes several strides in its post-Barbie strategy.
- Article from:
- Los Angeles Business Journal
- Article date:
- July 31, 2006
- Author:
CopyrightCOPYRIGHT 2006 CBJ, L.P. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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BARBIE who?
El Segundo-based Mattel Inc. took two major steps last week in its campaign to find new life--and new revenue streams--without its iconic but so-yesterday blonde.
First, the toy-making giant partnered with actress Julia Roberts to turn its American Girl doll characters into a feature film. Also in the partnership is Walden Media, publisher of the 11-book American Girl series, which has sold 111 million copies. The movie will be based on Kit Kittredge, the American Girl character who endures hardships growing up during the Great Depression.
Then, Mattel spent $230 million to acquire Hong-Kong based techno toy firm Radica and unveiled ...