Speed, creativity, and joy. Those are three of the key elements in Mattel’s plan to turn around the brand, “kick-start” core products like Barbie and Hot Wheels, and innovate in new spaces. Mattel’s partnership with Quirky is expected to result in “dozens and dozens” of new toys for the brand, and a new focus on technology going forward will, they hope, “entice children who are drawn to smartphones and video games.” (LA Times)
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