The Toys That Built America Season 2 Episode 1 Masters of the Toy Universe

The Toys That Built America is a documentary series that portrays the history of American toy manufacturers. Season 2 episode 1, titled "Masters of the Toy Universe," provides a comprehensive look at the success stories of the most renowned toy makers in the 80s.

The episode showcases the competitive business strategies of the 'masters' of the toy universe, including Mattel, Hasbro, and Kenner. The episode begins by highlighting the makeover of the Barbie doll- who wasn't popular earlier- by Mattel, one of the most lucrative decisions in the history of toy-making. It explains how Mattel, under the leadership of CEO Ruth Handler, revolutionized the toy industry by introducing the first-ever toy personalization.

The episode then shifts its focus on Hasbro, the giant toy manufacturer that is a household name even today. The show illustrates how Hasbro's success isn't just because of one toy but because of their innovation and marketing schemes that build a strong connection with their customers. Hasbro's successful campaigns like GI Joe's "Real American Hero" and Transformers' cartoon were directed towards not just children but also teenagers. The episode also explains how Hasbro marketed their toys as a collector's item, which helped to build their brand.

The focus of the episode then shifts to the story of Kenner, the underdog manufacturer, and how it grew to compete with Hasbro and Mattel. The episode explains how Kenner became a competitor to giants like Mattel and Hasbro by sticking to its niche market and carrying out small-scale production. Kenner was not afraid to try new things- instead of producing dolls and trucks for children, they focused on science fiction, eventually leading to the creation of the Star Wars collectible figurines.

The episode continues to unravel how Kenner's Star Wars collection of toys became a phenomenon. With behind-the-scenes footage and interviews with the sales and marketing team that created the "Force" behind the toys, the episode guides the viewers through the popularity explosion of the figurines. The show also enlightens viewers about how Kenner reacted to the initial disinterest shown to the Star Wars toys and how they created a promotional video that went viral in the pre-social media era.

Throughout the episode, the makers of the show interviews toy historians, collectors, and experts who provide an in-depth look at the toy industry. They provide insightful anecdotes and personal stories, making the episode much more than a generic history lesson.

In conclusion, The Toys That Built America, season 2, episode 1, "Masters of the Toy Universe," is a must-watch for individuals who grew up in the '80s and '90s and are curious to know how favorite toys were made. It's also equally informative and entertaining for people looking to understand the business strategies that build a successful brand. The episode is filled with never-before-seen footage, ups and downs of the toy industry giants, and most importantly, the passion of the people who created each toy.