Mattel Electronics was a Mattel subsidiary created in the mid-1970s by younger executives that wanted to create a new kind of entertainment beyond the traditional and successful toy offerings like Barbie.
Mattel Electronics pioneered successful handheld games, which prompted the organization to partner with General Instruments and APh to create the Intellivision console to compete with Atari.
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web.archive.org/web/20221208104022/www.eurogamer.net/40-years-on-celebrating-the-mattel-intellivision