In the late 60s Elliot was looking for something new. He had one of his designers come up with a car design. After seeing the design Elliot had that car made. It started a line of cars that is now the largest in the world. even larger than the "big three" combined. What line is it? Its Hot Wheels, of course.
Elliot was co-founder of Mattel in 1945 with his wife Barbara and Harold "Matt" Matson. The Hot Wheels lines was Elliot's answer to Barbara's creation of Barbie in 1959. He wanted something similar for boys. Little did he know the impact he'd have on generations of automotive enthusiasts--boys and girls.