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Find a shoe for every you at your DSW store or dsw.com. This is Lee Habib and this is Our American Stories, the show where America is the star and the American people. And we feel pretty confident in saying that only one woman in the world has been an Olympic athlete, an astronaut, a news anchor, a nurse, the president, an aerobics instructor, and a computer engineer all within one lifetime. Her name? Barbie. That's right, Barbie the doll. But perhaps the most interesting thing about Barbie beyond her numerous occupations and staying power is the woman who created her, Ruth Handler. Here to tell the story of Ruth is Robin Gerber, author of Barbie and Ruth. We'd like to thank the Library of Congress for allowing us to access this audio taken back at a book talk in 2010.
She could have been my mother. Joseph Mosko, her father, lived in Poland and was conscripted, as many Jews were, into the Russian army. And it was a way of assimilating Jews and also, of course, beefing up the Tsar's army and many of them did what Joseph did. He went AWOL. He was also a great gambler and from what we can tell, he had quite a large amount of gambling debts and so he got out of Poland rather as quickly as he could, got on a ship to the United States and left behind Ida, who had their first six children. When he got to Ellis Island, he didn't like New York very much, he had shooed horses in the old country. And so they said, well, you'd be perfect to help build the railroad out west.
And so they sent him off to Denver. It took three years before Ida joined him and once she got to Denver along with him, living in what was really a Jewish ghetto in the city, they had four more children. Ruth was the tenth and last and by the time she came along, Ida was pretty tired and rather sick. She needed an operation shortly after Ruth was born and so she said to her oldest child, Sarah, who had just gotten married, would you take the baby for a little while? And so Sarah took Ruth and never gave her back. In fact, Sarah became Ruth's mother and in a twist of fate or God's will, Sarah herself never could have children. So Ruth became the only beloved child of her sister and her sister and her husband, Louis Greenwald, were entrepreneurs.
Louis owned a liquor store during Prohibition and after, he did quite well. And Sarah ran a deli counter in a big public market in Denver, one of these places that took up a whole city block and people would come in, there were lots of vendors inside. She had the only place where you could go to eat. Well, by the time she was ten years old, all Ruth wanted to do was work at the deli with Sarah. She said later, I didn't really like hanging out with the other little girls.
What they did didn't really interest me. I wanted to work with my sister, who she always called her sister. Interestingly, they did of course have contact with Ruth's biological parents, but they never spoke English. And Ruth, because she wasn't raised in the house, didn't learn to speak Yiddish. So she couldn't actually communicate very well with her own parents.
Sarah and Louis's household also was a bit more prosperous, so they lived in a better part of town. So she had quite a different upbringing than her other siblings, the big Moscow clan. Well, Ruth was working in the deli when she was a teenager.
I actually found a wonderful picture of this. When a young man came in who she thought was really cute, later she saw him walking down the street with a friend. His name was Elliot Handler, very similar background to hers. And a few weeks later, she went to a B'nai Brith dance where you could dance with a partner for a nickel a dance. And this very cute boy spotted her and asked her to dance. He had a ripped t-shirt, but he had great black curly hair. And after the first dance, he said to her, stay right there, don't move. Because he only had one nickel. And he ran back to his friends and asked to borrow some more. And they danced all night. And that began a 60, more than 60 year marriage and business partnership that I think is really unparalleled in American history in terms of marriages that really worked. Because Elliot, Elliot Handler, was a great artist.
He was a wonderful designer and artist. And a terribly, terribly shy person. It was all he could do to get Ruth dancing at this dance. She said later he couldn't even order his own food in a restaurant.
She, of course, was totally out there and ready to do anything and be anything. Well, over great protests of her sister Sarah, they did get married. They were only about 20 years old at the time. Sarah thought that Elliot wasn't going to amount to anything. He was just an artist. She'd end up living in a garret for the rest of her life.
How wrong can one person be? And so after they got married in Denver, Ruth said to Elliot, let's go to Los Angeles. I went there for summer. I love it there. Weather's a lot better than here.
Let's go to LA. And as they're driving across the desert, these newlyweds, she turns to him and she says, I want you to do something for me. Elliot at that time, and all through his childhood, had been known as Itzhak. Izzy. Itzhak was his real name. Izzy was his nickname. Ruth had a brother that they called Muzzy. That was his nickname. And when she was a young teenager, she and Muzzy got stopped by the police in Denver. And when the police heard his name, they started making anti-Semitic comments and really bullying them in a way that was quite frightening to Ruth. And so she turned to Elliot, Izzy, as they're driving across the desert and she said, I want you to do this for me. I want you to change your name.
When we get to Los Angeles, I want you to use your middle name, Elliot. And so he did. Of course, he did whatever Ruth said for quite a long time. And I think it's a great and poignant moment in their story because it is that very clear moment of assimilation where Ruth is saying, we're going to be Americans first as we go forward in our life.
And I don't want to have to suffer this kind of anti-Semitism in Los Angeles. And we've been listening to the story of Ruth Handler, the woman who would go on to create Barbie and her husband as well. They were partners, as we learned from this story and partners for 60 years. And my goodness, the husband was an introvert. She was an extrovert. And as they're driving to Los Angeles at her suggestion, she decides and chooses her husband's name. And of course, what her older sister did was, well, give her a shot and give her an identity away from the family. And my goodness, she didn't want to be with her peers.
She wanted to work at that deli with her sister. It unleashed her imagination and more than likely changed her life in a radical way. When we come back, more of the story of Ruth Handler here on Our American Stories.
Lee Habib here again. Our American Stories tries to tell the stories of America's past and present to Americans. And we want to hear your stories, too.
They're some of our favorites. Send them to us. Go to OurAmericanStories.com and click the Your Stories tab.
Again, please go to OurAmericanStories.com and click the Your Stories tab. Did you know that there's a victim of identity theft every three seconds? It's Identity Theft Awareness Week, which means it's the perfect time to protect your identity with LifeLock.
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For real. This time, a little Supreme, some Gucci. I even have that vintage Prada on my watch list. That's why eBay is my go-to for all my go-tos. Yeah, eBay. The place for new, pre-loved, vintage, and rare fashion.
eBay. Things people love. Hello, iHeart listener.
We have a confession to make. If iHeart and this commercial you're listening to right now would probably sound a heck of a lot better on the new Roku Pro Series TV. It's got side-firing speakers that fill your room with sound, Dolby Atmos audio that puts you right in the middle of the entertainment, and the ability to pair seamlessly with your home theater sound systems that already have surround sound and booming bass. If all that sounds too good to be true, it'll sound even better on the new Roku Pro Series. Your hearing isn't better. Your TV is. Hello, it is Ryan, and I was on a flight the other day playing one of my favorite social spin slot games on ChumbaCasino.com.
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Void where prohibited by law. 18 plus terms and... And we return to Our American Stories and the story of Ruth Handler, the creator of The Barbie Doll. Telling the story is Robin Gerber, the author of Barbie and Ruth. When we last left off, Ruth and her husband Elliot had decided to move to L.A. Let's continue with the story. Ruth is working at Paramount Pictures as a secretary. Elliot's making some designs, going to art school. He makes some little knick-knacks like ashtrays, bookends, this kind of thing. And Ruth looks at him and says, they're brilliant, they're wonderful. Everything Elliot did for the next 60 years was brilliant and wonderful, and much of it was. And she throws it into an old battered suitcase, takes time off at lunchtime at her job, picks out the most expensive store in Wilshire Boulevard that sells gifts, marches in and says, you want to buy this?
And they do. She gets her first order, and it is as if Ruth had started taking drugs. Because she walks out of there and she describes this feeling of immense elation and thrill. She loved the game. She loved the competition. And one thing we have to remember, what I said about Joseph, he was a great gambler, her father. So were all of the clan of the Moscos, and Ruth herself was a gambler. And so this was her gamble.
Well, it paid off, of course. Elliot started making toys. Ruth discovered she could sell those as well.
They started a little business, mostly with the knick-knacks, a little bit with the toys. And then she, of course, did what women at that time did. She had a baby. Her first daughter, 1943, she named Barbara.
And shortly after that, she had a little boy named Ken, yes. And she was, as she later said, the most miserable mother you can imagine. She couldn't stand being out of the business. She was dying to get back to work.
And finally she said to Elliot, I can't stand it. I've got to get back in the business. You keep selling the knick-knacks. By then he had partners and was doing pretty well.
I'm going to start this other company selling the toy designs that you have. Elliot was working with a foreman from his knick-knack company to help Ruth get started. And that man's name was Matt Mattson. And so the men got together and decided they'd call it Mattel. And Ruth said later, what was I thinking? I founded that company.
How could I not have my name in it? But she got Mattel off the ground with Elliot's designs, with her marketing skill. She found representatives. They started to sell toys. 1945, of course, the war, Second World War has ended. Soldiers are coming back, starting families.
And what are they looking for and what isn't very readily available? What hasn't been made for years in any big numbers? Toys. So it was a great time to start a toy company. Elliot was extremely innovative in the toys that he made. And Ruth catered to him and that innovation.
And this is what I mean by that. Most toy companies would have the machinery to make one type of toy. Ruth realized that Elliot had such a flexible imagination, she wanted him to be able to make anything. So she early on contracted out for the manufacturer.
So if he wanted to use one material, he could, but if he wanted to switch, he could do that too. And so they made the jack-in-the-box wind-up mechanism. Some people might remember, a few of us. Well, that was then used in many other toys. And so this was Mattel's model, to take one mechanism that Elliot came up with and put it in many toys.
They started to grow and they were doing pretty well. 1950s come and toys started to be advertised on television. But the big giant of toys at the time, the biggest toy company in the world, Marks Toys, well, Lewis Marks said, toys will never be successfully sold on television.
Ruth didn't believe this. Ruth understood that there was a different way of marketing. And so when this new show was about to start, something called the Mickey Mouse Club, and her PR company came to her and said, Ruth, they're starting this new show, Disney, and everyone knew Disney by then, and they want to advertise in a new way. Every 15 minutes, they're going to have a little block of ads. And so you'll get four ads in the hour, but you have to commit up front to a half million dollars for the year. You have to commit to advertise for the whole year, not just before Christmas, like most toy companies did. Well, a half million dollars was the total net worth at that time of Mattel.
And Ruth hesitated about 30 seconds and said, I'll do it. Advertising in the Mickey Mouse Club led Mattel into really reaching into homes, and the other thing that Ruth understood was that toys needed to be sold to children. After that, what I'm going to tell you next, you're going to really hate her, because up until this time, if you wanted to buy a toy for your child, you looked in the catalog, you went to the toy store, you discussed it with the owner of the toy store, and all the adults decided the toys the kids would get. But Ruth, she geared her ads directly at children.
Now, of course, that's all there is. But at that time, it was revolutionary. The toy stores were furious about it. Parents, once they caught on, were really quite upset about it, but it drove sales.
And all through the 50s, Ruth had this idea. She believed that little girls wanted to play at being big girls, and the only toys they had for doll-type toys were baby dolls. And to play at being big girls, they had to use paper dolls. And for those of you, some of you who use paper dolls like me, it was a very frustrating experience, because the little paper dresses, the tabs would always tear off, and if you weren't real coordinated, it just wasn't very good. And she watched her daughter playing with paper dolls, and her friends realized that they wanted this adult experience. And so she started saying to her designers, the all-male design team, I want to make this adult doll. Ruth, they said, mothers will never buy their daughters a doll with breasts. Well, she kept pushing, she kept pushing, kept getting pushed back.
Even Elliot told her it was the craziest idea, forget it. But then in the summer of 57, the family went on the grand European tour, Ruth and Elliot, the two children. And in Luzerne, Switzerland, in a famous toy store, Franz Bader Toy Shop, they see a doll hanging in the window that you and I would think is a Barbie doll, or very, very close. It was, in fact, called the Lily doll, taken from a cartoon character in a tabloid newspaper called Build Lily. And Lily, in this cartoon, was actually a prostitute. She took things from men in exchange for her favors, and she was so wildly popular that the cartoonist decided a doll would be a fun gag for men.
Europe's a little less uptight than we are here. A little girl saw it, said we'd like to play with it, and it made its way into toy shops. But Ruth didn't know all that. All she knew was this was the toy doll she was trying to get her designers to make. So Barbara says to her, I want that doll.
And Ruth says, yes, so do I. She buys three of these dolls, takes them back, hands them to her designer, says, go to Japan, figure out how to make this doll. And while he's doing that, and they, by the way, toned Lily down a bit. If you look, Lily's eyes were a little sharper, and her mouth was a little harder looking, and also the plastic was very hard. Ruth used the better plastic.
But by and large, Barbie was copied from Lily. And Ruth then hired a wonderful designer center to Japan for a year to make these perfect little clothes with the tiny zippers and buttons. And she also hired the greatest branding expert of the time, maybe the first real branding expert in America, a man named Ernest Dichter, a psychologist who'd come from Vienna. He'd studied with Freud, came here, decided he wasn't going to do well enough just counseling people. And so he started a business counseling companies how to sell products in a psychological way. A car isn't a car after all.
It's a way for men to feel sexual prowess. And you've been listening to Robin Gerber, author of Barbie and Ruth, telling the story of Ruth Handler. And my goodness, her father was a compulsive gambler. Well, she wasn't wasting her money on card games or jacks, but she was a gambler. And my goodness, what a decision to make, the entire net worth of the company. She puts down on the line, betting that the Mickey Mouse Club will change Mattel. Without this decision, we don't get Barbie or anything else, because if it went bad, the company's wiped out.
And it most certainly didn't. Her insight, sell to the children, not to the adults. And that television, that television was going to change the world.
When we come back, more of the story of this visionary entrepreneur and marketing genius, Ruth Handler, when we continue here on Our American Stories. If fashion is your thing, eBay is it. eBay is where I find all my favorites, from handbags to iconic streetwear, all authenticated.
For real. This time, a little Supreme, some Gucci. I even have that vintage Prada on my watch list. That's why eBay is my go-to for all my go-tos. Yeah, eBay, the place for new, pre-loved, vintage, and rare fashion. eBay, things people love. Hello, iHeart listener.
We have a confession to make. iHeart and this commercial you're listening to right now would probably sound a heck of a lot better on the new Roku Pro Series TV. It's got side-firing speakers that fill your room with sound, Dolby Atmos audio that puts you right in the middle of the entertainment, and the ability to pair seamlessly with your home theater sound systems that already have surround sound and booming bass. If all that sounds too good to be true, it'll sound even better on the new Roku Pro Series.
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Visit wellsfargo.com slash active cash. Terms apply. And we return to our American stories and the final portion of our story on Ruth Handler, the creator of the Barbie doll. Telling the story is Robin Gerber, author of Barbie and Ruth. When we last left off, Ruth had decided to put her money where her mouth was and test out her theory that girls wanted to play with dolls of big girls, not babies and children. So she hired a psychologist who had worked with Sigmund Freud.
Let's return to the story. Ruth hires Ernest Dichter to do focus groups with women and their daughters and figure out how to market this doll. And so what she discovers is sure enough, mothers hate a doll with breasts.
Daughters love it. And Dichter says market this doll as a teenage fashion model. Then you can tell the mothers that she'll be teaching their daughters good grooming.
And the daughters won't really care. And so all this is put together. And on March 11, 1959, Ruth unveils Barbie at the Barbie doll, of course named for her daughter, at Toy Fair, which is where all new toys even today are unveiled to the buyers from the big companies. And she is very nervous. She's ordered a huge supply of these dolls and clothes.
She has no idea how it's going to be taken. The biggest buyer walks into the room. Sears was the big buyer at the time because they were catalogs. And he walks around and Ruth is walking next to him. And she didn't look like a Barbie doll because she wasn't tall and skinny, but she was certainly well in doubt. She dressed in beautiful coat to her clothes.
And she smoked like a chimney. And she's walking around with this man and she's saying, look, this is what we have planned. We have TV ads. We've done all this research.
Girls are going to love it. He walks around the room and he says, no, it's not going to work. And he doesn't put in a single order. And she is in a complete panic, rushes to the phones, trying to get on the phone to Japan, tell them to cut back on the orders, goes back to her hotel room.
And Elliot told me, I did interview him, that she actually cried, which he said was not like Ruth. Not much was happening with Barbie those first few months. But then school let out. And all those little girls wanted their Barbie dolls.
300,000 were sold that first year. And, of course, the rest is history. Then very quickly, after about a year, during the first year, she started getting letters, Barbie needs a boyfriend. And so they came up with the Ken doll. And, of course, the big debate was whether he should be endowed or not. And you might recall he was not.
And Ruth felt he should be, at least to some extent, because she was quite worried about her son and his feelings. I don't know why she didn't just change the name. In fact, both children hated the fact that the dolls were named after them, just hated it.
And Ken did get teased rather roundly. Mattel leaped forward as a company. It was $14 million in 59, $100 million the next year. On the stock market throughout the 60s, you would have had double-digit returns if you had bought Mattel stock. It flew up on the basis of Barbie and then later Hot Wheels, which Elliot also designed.
And Ruth and Elliot were sitting on a behemoth. And so they started buying up some little companies. One made playground equipment, one made reel-to-reel recordings for kids. They bought a movie company that made the movie Sounder. They bought Ringling Brothers Circus. But these purchases were not such a good idea, and the man she brought in to oversee it was someone whose ethics were, at best, questionable. And when they had a bad quarter, he suggested that they do a scheme called Bill and Hold, which falsified the books. Ruth went along with this.
Eventually it was discovered. She was pushed out of the company. She pleaded no contest to SEC fraud. And at the same time that all this was happening, the lumps that had been in her breast for many years, one of them turned cancerous, and she had a mastectomy. It's hard to describe the low point that she was at by 1978. She contemplated many things, including suicide, including becoming a gambler for the rest of her life. Elliot wanted her to retire.
They were still fabulously wealthy. But she couldn't do that. She couldn't turn it off. Remember what I said turned around that very first time? It was the competition.
It was being in the game. It was that drive that she couldn't shut off. And so she did something that actually redeemed her.
And as I say in the book, I don't think I could have written the book if she hadn't found this path to her own redemption. When she got the breast cancer and lost her breast, at that time, it was 1971, reconstruction was not done commonly. So you had to use a prosthetic.
You put it inside the bra. It looked kind of like an egg, like a lumpy, awful egg. And when Ruth went to get fitted for one, she felt like the saleswomen were doing everything they could to stay away from her. Who drew the short straw to have to sell to her? And she said they literally dangled these things over the door because no one wanted to look at her, this kind of thing. And she felt totally humiliated. And the prosthetic was horrible.
She looked terrible. She, who had worn these form-fitting clothes, was now wearing essentially sacks. And so she had this idea of creating wonderful sculpted prosthetics, as she said, with a left and a right, and in different sizes. And she built a company, and the only people she hired were women who'd also had mastectomies. And once she designed this product called Nearly Me, in a company called Ruthton, which she admitted was a horrible name for a company, but she was going to have her name in this company. She went on television, she went on the Merv Griffin Show, and when he asked if these prosthetics were really any good, she opened her blouse and said, see if you can tell the difference. She went out to the big stores, Neiman Marcus Bloomingdale's.
She insisted they create special salons where women who had had mastectomies could come and be fitted with dignity and respect. She went out and fitted women personally. And when they'd come out of the dressing room and look at themselves, and they would hug her and start crying and thank her for giving them their life back, she started to discover a different part of herself. She started also to connect for the first time in her life very closely with other women, something she had never done.
She was absolutely intrepid, and this brought her back. And then in the 90s, when Jill Barad took over Mattel, some of you might remember, she was the first woman CEO after Ruth. She brought Ruth back into the company, invited her back in. She said, we're going to revive the Barbie brand, which was flagging in the 90s, with your original idea.
Little girls just want to play at being big girls. And Jill told me that Ruth absolutely drove her under the table. She was such a hard worker, even at this point in her life. She was in her 70s, and of course had been quite sick. They traveled overseas together. Jill said, I could barely keep up with her. And she said she was a rock star wherever she went. She died in 2002 from further complications of cancer, but I think it is a remarkable life and a life that reminds us that there are great heroes without fatal flaws, but there are also great people like Ruth Handler, who lose track and lose their way and find their way back. And a terrific job on the production, editing, and storytelling by our own Monty Montgomery, and a special thanks to Robin Gerber, author of Barbie and Ruth.
The biggest buyer in the world, the equivalent of Walmart in its day, Sears doesn't buy one. Then comes summertime, and those little girls wanted to play with the big girl toys. She was right. Then would come massive growth, then problems, of course because of her, in the end, her fatal flaw, which is gambling. Big risk taking made the company, and big risk taking also cost her a whole lot. But she's redeemed with her work in the area of prosthetics, and then truly redeemed when she finds her way back to Mattel, a 20th century story of marketing genius, meeting entertainment, and meeting the world of television.
The story of Ruth Handler, here on Our American Stories. Traveling to see your fave sports team is cool, but traveling with Amex Platinum for the big game is even better. Right this way. With access to dedicated card member entrances at select events, you can skip the line. And with access to the Centurion lounge, you can catch the next game on the way home. That's the powerful backing of American Express.
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