As early as the 1940s, Mattel integrated its assembly line and hired a black foreman. "It was unheard of in those days to put a black production worker next to a white production worker and have them all share toilet facilities," Ruth Handler told me. And in recognition of its policies, Mattel was honored by the Urban League. But Mattel's most startling project, little known outside the toy world, began in 1968, when, as a response to the Watts riots, it helped set up Shindana Toys-the name means "competitor" in Swahili-a black-run, South Central Los Angeles-based company that manufactured multicultural playthings before they wrere trendy.
( M.G. Lord )
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