"You Can Tell It’s Mattel… It’s Swell!”

Forty years ago, Cold War technology and memories of a still-recent World War II combined to make a plastic paradise of great toys—which wistful baby boomers can now revisit.

It is among the most famous scenes in all movie history. Citizen Kane on his deathbed utters his last word, “Rosebud.” We learn at the end that Rosebud was Kane’s childhood sled. As he faced death, it was not all his vast worldly possessions or his accomplishments and failures that occupied him; it was a toy. For this complex, rich, and powerful man, that sled embodied the long-lost, happiest moments of his life.

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