Why Mattel likes tech-free toys … and lets the consumer guide innovation

Mattel, the toy manufacturer, is taking a balanced approach to integrating new technology into its products, in reflection of the specific needs of parents and children.

Sven Gerjets has learned numerous invaluable lessons – and a few counter-intuitive truths – since joining Mattel as chief technology officer in mid-2017.

In that role at the El Segundo, California-based toy manufacturer, it might be expected that Gerjets would be eager to inject any new offering from Barbie, Hot Wheels or American Girl with artificial intelligence, voice technology, or equivalent digi