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Toys aren't just for kids. Mattel and other companies are embracing 'kidults'

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Toys aren't just for kids. Mattel and other companies are embracing 'kidults'

Jeremy Hart played with Hot Wheels as a kid, but he eventually grew out of them, tucking the miniature cars away in a toolbox.

Then nostalgia struck when he attended the Hot Wheels convention in California with his son three years ago.

“I get these little glimmers and glimpses of memories and feelings when I look and see those Hot Wheels from my childhood,” Hart said.

Today, the 48-year-old has fully embraced his inner child. He has spent hundreds of dollars on Hot Wheels and is always on the hunt for new ones that replicate vehicles he’s owned or that were featured on TV shows he watched when he was younger, such as “The Fall Guy” and “The Dukes of Hazzard.” Hart proudly displays his collection at Dent Express, the auto body shop he started in Torrance.

Hart is part of a growing number of adults who are buying toys for themselves, reclaiming memories from their childhood and showing off their fandom on their desks and shelves. Some have managed to cash in on their obsessions, building up lucrative followings of toy fans online.

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Hot Wheels collector Jeremy Hart.

(Christina House / Los Angeles Times)

Toy companies including Mattel, the Lego Group, Hasbro and MGA Entertainment have taken note of the rise of these customers known in the industry as “kidults” and increasingly are making toys with them in mind.

Mattel President and Chief Commercial Officer Steve Totzke said that while the El Segundo-based company has long counted adults among fans of its major brands such as Hot Wheels and Barbie, sales to adults have grown over the last few years. Depending on the brand, he said, adult collectors can account for up to 25% of sales.

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“I’m just thrilled that the rest of the industry and society is catching up, because I do believe that play is essential and you should be enjoying toys and joy at all ages,” said Totzke, who has worked at Mattel for more than 20 years.

During the COVID-19 pandemic, U.S. toy companies saw sales surge as people stuck at home looked for activities to do. While overall growth has since slowed, sales to people who are at least 18 years old and buying toys for themselves are still going strong, data from market research firm Circana shows.

In the 12 months ending June 2024, U.S. adults tallied more than $7 billion in toy purchases, the figures from Circana show. Some of the top-selling toys for adults include Pokémon, Star Wars, Lego Star Wars sets, Funko Pop! and Squishmallows. From January to April, adults bought more toys than any other age group, surpassing preschoolers for the first time, according to Circana.

In the second quarter, from April to June, sales for adults ages 18 to 34 grew by 10%, while sales for ages 35 and older grew by 9% compared with the same period last year.

Azusa Sakamoto, a 42-year-old nail artist and Barbie superfan, started collecting Barbie dolls and all the accessories and decor tied to the doll when she was a teenager. Known as Azusa Barbie, Sakamoto views Barbie as more of a “fashion icon” than a toy. Some people love Chanel. She loves Barbie.

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“I just buy whatever I like, you know, whatever makes me happy,” she said. “I don’t think … age matters.”

Barbie collector Azusa Sakamoto looks at her face in a heart-shaped mirror next to shelves full of Barbies.

Barbie collector Azusa Sakamoto.

(Christina House / Los Angeles Times)

Inside her West Hollywood apartment, Sakamoto is living in a Barbie world. Rows of Barbies line pink walls. There’s a Barbie fridge, Barbie window shades and a Barbie nightstand.

Pink-haired Sakamoto said she relates to Barbie’s optimism and independence. She estimates she owns more than 600 Barbies and 300 Barbie shirts, sharing her fandom and recent purchases on social media.

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Roughly 43% of adults in the United States bought a toy for themselves in the last year, Circana found in a 2024 survey. Some of the top reasons adults said they bought toys were for socialization, enjoyment and collecting. Others responded they purchased toys to escape from reality, display in their homes or as investments.

Harrison Woodward said receiving a Lego Technic set of a model car reignited his childhood interest in the plastic building pieces that can be connected to make intricate creations.

“I was hooked after that,” he said. “I loved the sense of peace that it gives me. … They’re like 3D puzzles.”

He’s now spent close to $20,000 on Lego sets, with the majority of the purchases made within the last year. After his videos of him buying, building and showcasing Lego sets went viral on TikTok, the 26-year-old began earning payments from the social media platform; he also struck sponsorship deals with retailers and other companies.

The Arizona resident said he makes enough money from his Lego venture that he was able to quit his insurance job several months ago to create online content full-time. On TikTok and Instagram, some of his videos rack up millions of views featuring replicas of the Titanic, the Eiffel Tower and the Great Pyramid of Giza.

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Kathy Hirsh-Pasek, a professor of psychology at Temple University, said playing with toys as an adult can be beneficial, helping people foster curiosity, creativity and communication. Adults should be wary, though, if they’re buying dolls as a replacement for making friends in real life.

With people experiencing heightened feelings of loneliness, depression and anxiety while spending more time scrolling on their smartphones, it’s chipped away at social connections adults make, she said.

“They can’t be a substitute for humans,” she said. “But if these toys become a way to get humans to play with other humans again, I’m all for it.”

Juli Lennett, vice president and industry advisor, toys, for Circana, said social media has made it easy for people to find others with the same interests, making it more socially acceptable to buy toys as an adult. Some adults who question whether buying a doll house they never had as a kid is healthy behavior have found reassurance from toy enthusiasts online.

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Barbie collector Azusa Sakamoto.

2 Hot Wheels collector Jeremy Hart

1. Barbie collector Azusa Sakamoto. 2. Hot Wheels collector Jeremy Hart. (Christina House / Los Angeles Times)

Social media star Charli D’Amelio has shown off her Squishmallows collection on Instagram. Olympic rugby player Sammy Sullivan is a mega-fan of Lego sets. SAG-AFTRA President Fran Drescher brought a heart-shaped plushie to union bargaining sessions. When Fisher Price unveiled a Little People Collector Britney Spears set in September, blogger Perez Hilton posted “NEED this!” on X, formerly Twitter.

“There is that opportunity to really think about the audience and create more toys that we’ve never seen before for that more adult audience,” Lennett said.

On Mattel Creations, a website for collectors, adults can find limited-edition collectibles that are of higher quality than toys designed for kids.

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Several of the items on the site were listed recently as sold out, including a $300 Shogun Warriors Skeletor figure that stands more than 2 feet tall, a miniature $200 Porsche 930 in a display case modeled after a white sculpture by artist Daniel Arsham and $30 brightly colored Magic 8 balls decorated like an astronaut Barbie or a Hot Wheels race car driver.

In 2020, Mattel released a $400 remote-controlled Tesla Cybertruck with a vinyl “cracked” window sticker — a nod to when Tesla CEO Elon Musk smashed the “bulletproof” window on the car.

“There’s an aspect of designing for rarity, and then there’s also an aspect of modern play,” said Chris Down, Mattel’s chief design officer. When designing toys, Down said he and his team at Mattel ask themselves, “How are adult consumers not just playing with something the way that you would play with it as a kid but also playing all the way through to displaying?”

Mattel has partnered with artists, an Italian design company, a streetwear brand and others on toys and products. It has tapped into cultural and entertainment draws such as “Harry Potter,” Pokémon, “Wicked” and the hit television show “Breaking Bad,” creating new figurines based on their characters. The company teamed up with Formula One to build new F1-themed Hot Wheels and has released Little People NFL collector sets. The popularity of the 2023 Barbie movie, which grossed more than $1 billion at the box office, drove sales for the dolls.

Mattel reported net sales of $1.08 billion in the second quarter, down 1% compared with the same period last year. Net income surged to $57 million, more than doubling the total from the previous year.

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The Lego Group also has been embracing adult buyers, some of whom call themselves AFOLs (Adult Fan of Lego). On the Lego brand’s website, replicas of the Mona Lisa, cars, plants and more are featured online with the words “Adults Welcome.”

Genevieve Capa Cruz, senior marketing director for adults at the Lego Group, said the company expects sales for both adults and kids to grow.

“Consumer research shows that when adults are building with Lego bricks, they also tend to gift it more to the kids in their lives, and encourage building together, which makes it an even more enjoyable activity for everyone in the family,” she said in a statement.

Other toy companies also have been attracting adult buyers, offering them ways to customize their toys.

MGA Entertainment, the Los Angeles-based company that makes Bratz dolls, sells mini do-it-yourself collectible sets, including one in which fans can make their own wizarding potions from “Harry Potter” or weapons from “The Lord of the Rings.” The company’s Miniverse collection also offers the chance for adults (21 and over, please) to make mini cocktails.

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“People love the detail that goes in the toy. It’s like collecting a piece of art,” said Isaac Larian, founder and chief executive of MGA Entertainment.

Adults make up around 15% to 20% of the company’s sales, he said. Those between the ages of 18 and 35 represent the company’s “sweet spot,” but its consumers also can be older. MGA currently is promoting a Kylie Jenner Bratz doll, and it started releasing dolls based on characters from the “Mean Girls” films this month. Both are targeted at young adults.

Hot Wheel collectors like Hart plan to purchase more toys in the future.

“It’ll probably be never-ending for me,” he said. “Once I move up to the next size display case, I’m gonna have a bunch of real estate to fill.”

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Wildfires Will Deepen Housing Shortage in Los Angeles

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Wildfires Will Deepen Housing Shortage in Los Angeles

Each of the homes burned in the Los Angeles fires is its own individual calamity.

Collectively, the losses — whether in the hundreds or, as is far more likely, in the thousands — will weigh on the city’s already urgent housing shortage.

Fires are still raging, and with 180,000 people under evacuation orders as of Thursday morning, the degree of displacement in the city and its surrounding areas will take time to assess. For the time being, evacuees are holing up in public shelters in Los Angeles County, with friends or family members or in hotels.

But in the coming weeks and months, people whose homes are gone will have to find more stable accommodations while they rebuild. That will not be easy in a metro area that, as of 2022, already had a shortage of about 337,000 homes, according to data from Zillow. The number of homes on the market in Los Angeles was 26 percent below prepandemic norms as of December, according to Zillow.

“One of the biggest challenges ahead will be getting people who lost their homes into permanent, long-term housing,” Victor M. Gordo, the mayor of Pasadena, said on Wednesday. Pasadena, which is battling the Eaton fire, has already lost hundreds of homes.

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The area’s tight rental market is likely to become further strained as many of the thousands of displaced residents turn to rental units, while figuring out their next move. The median rent for a one-bedroom apartment in Los Angeles, as of Jan. 7, was more than $2,000, according to Zillow.

“You’re going to have a positive shock in demand, and a negative shock in supply, so this automatically means prices go up in the rental markets,” said Carles Vergara-Alert, a professor of finance at IESE Business School in Barcelona, who has studied the effects of wildfires on housing markets.

Any uptick in rental costs would affect tenants across the region, beyond those displaced by the fires, Dr. Vergara-Alert said.

Jonathan Zasloff, who lost his home in Pacific Palisades this week, teaches land use and urban policy at the University of California, Los Angeles law school, and is acutely aware of how his search for interim housing could affect the broader market.

Dr. Zasloff is staying with his brother for the time being, while a friend is putting up his wife and daughter. They evacuated their house, which they had lived in for almost 15 years, around noon on Tuesday, before the official evacuation order was issued for the area. That evening, Dr. Zasloff realized the severity of the crisis when he was watching television and saw a reporter standing on his fire-ravaged block.

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His insurance agent told him it could take two to three years to rebuild his house. His family might try to find a rental in West Los Angeles near UCLA in the meantime, he said.

There aren’t many rentals in that part of the city, Dr. Zasloff said, so students and other renters could be displaced as he, and people like him who lost their homes, move in.

“It’s very possible that this event is going to cause a big increase in homelessness, even though the people who got pushed out of their homes are people of means,” he said.

California has been in the grip of an affordable housing crisis for a decade. Both state and local lawmakers have passed a raft of new laws that aim to make housing cheaper and more plentiful by making it easier to build. In Los Angeles, for instance, Mayor Karen Bass signed an executive order that streamlines permitting for projects in which 100 percent of the units are affordable. In response to state housing reforms, there has been a boom of backyard homes — called accessory dwelling units, or A.D.U.s — that homeowners often rent out for extra income and that have added to the housing stock.

Still, both the city and state remain well behind their housing production goals, and affordability has only continued to erode. The number of apartment units approved by the city of Los Angeles, for example, dipped to a 10-year low in 2024, according to data from the Los Angeles Department of Building and Safety compiled by Crosstown LA, a news site. That downturn in building permitting has raised concern about roadblocks to new housing unit creation.

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“This is a place that had massive affordability challenges last week, and after this week it’s going to be that much more challenging,” said Dave Rand, a land-use lawyer at Rand Paster & Nelson in Los Angeles, who also serves on the board of directors of a statewide affordable housing organization.

After the fires are extinguished and the recovery begins, Mr. Rand said, there is hope that the common cause of rebuilding can be a catalyst for tackling affordability challenges by continuing to make it easier to build housing, particularly affordable rental housing, at a faster pace.

“This is such a devastating event that hopefully it rocks the system to the point where we can get real reform,” he said.

The Los Angeles City Council has aimed to build nearly half a million new units by 2029. But many people trying to rebuild all at once after the fires could lead to higher costs, and slow down the overall production of housing, said Jason Ward, a co-director of the center on housing and homelessness at the RAND Corporation.

A longstanding construction labor shortage in Los Angeles does not help. Andy Howard, a general contractor who has worked across the city for three decades, including in the areas affected by the fires, said many of the subcontractors he work with in the past have left California since the pandemic. And there are not enough young people entering the industry.

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The fires are “going to make it worse,” Mr. Howard said. “It’s going to drive the cost up, for sure.”

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For Hollywood workers, L.A. fires are the latest setback as productions halt

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For Hollywood workers, L.A. fires are the latest setback as productions halt

As the market for documentaries and other content slowed and work dried up in Hollywood, producer Kourtney Gleason was already worried about making the mortgage payments on the home she bought last year with her boyfriend.

Now, as raging fires have halted film and TV production in Southern California and many in the industry have lost homes, she’s terrified that the entertainment business will be set back yet again. Though she’s been in the industry for 12 years, Gleason is now reluctantly looking at restaurant jobs to get by.

“The industry in the town is so fragile that every little thing becomes a bigger bump in the road,” she said. “Another bump that will push things back from getting ramped up.”

The destruction of the fires only compounds the difficult lot for many of Hollywood’s workers. Still reeling from the pandemic, they faced financial hardship during the dual Hollywood labor strikes in 2023, then were hit with a sustained slowdown in film and TV production that has driven many to rethink their careers in the industry.

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“A lot of the below-the-line workers were already under an incredible amount of pressure,” said Kevin Klowden, executive director of the Milken finance institute. “For Hollywood workers, it becomes one more blow.”

The sheer scope of the region’s multiple fires means that nearly every echelon of Hollywood has been hard hit.

The Palisades fire, which has burned more than 17,200 acres and destroyed numerous homes, businesses and longtime landmarks in the Pacific Palisades area, is home to many Hollywood stars, studio executives and producers. Actors such as Billy Crystal and Cary Elwes lost homes in the blaze.

Across the region, the Eaton fire has now burned at least 10,600 acres in the Pasadena and Altadena areas and destroyed many structures. The San Gabriel Valley is home to many of the industry’s more modest or middle-class workers, who were already financially harmed by the production slowdown and relocation of shoots to other states or countries.

The fires could rank as one of the costliest natural disasters in U.S. history. A preliminary estimate calculated by AccuWeather, the weather forecasting service, put the damage and total economic loss at $52 billion to $57 billion, which could rise if the fires continue to spread. J.P. Morgan on Thursday raised its expectations of economic losses to close to $50 billion.

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Many affected homeowners reported the insurers had dropped their policies, as some of the biggest insurers have stopped writing or renewing policies in high-risk coastal and wildfire areas. The complications with fire insurance, combined with the region’s problems with housing affordability and supply, will only be exacerbated by these fires, Klowden said, leading some to reconsider whether they can stay in California.

“It adds up,” he said. “How many more people decide they can’t afford to stay?”

Hollywood workers had been holding onto hope that 2025 would be a better year for work, perhaps closer to the levels they saw before the pandemic.

But with yet another disaster, “it feels like it’s just another weight that’s been placed,” said Jacques Gravett, a film editor who has primarily worked in television on such shows as “Power Book IV: Force” on Starz and “13 Reasons Why” on Netflix.

Gravett was out of work for 13 months between the pandemic and the strikes, and said he’s concerned about how already struggling workers will be able to absorb the financial blow from the fires.

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“At least when you’re working and something happens, you have resources to get you by, and a lot of people don’t have the resources now,” said Gravett, who is co-chair of the Motion Picture Editors Guild’s African-American steering committee. “Now we’re faced with another tragedy for those who’ve been displaced. What do you do?”

The effect of the fires on industry workers could give lawmakers a push to approve Gov. Gavin Newsom’s proposed increase to the state’s film and TV tax credit program, which aims to lure production back to California and increase jobs in the Golden State, Klowden said.

“Right now, the industry desperately is waiting on the incentives to be expanded,” he said.

In the near term, discussions about new projects are already hitting a wall. Gary Lennon, showrunner of various “Power” spinoffs, including “Force,” said an agent told him there will likely be a temporary pause before anyone wants to talk about new ideas.

“Buyers and meetings for pitches being sold will take a hit for a moment,” Lennon said. “People are focused on what is immediately happening in front of them.”

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Even before the fires, he said he was already getting two to three calls a week from production designers, editors, costume designers and others looking for work.

But once the industry is ready to ramp back, he said he thinks it will move quickly.

“So much has happened recently, I think production will start right away again because people do need to work,” Lennon said. “And that’s a good thing.”

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Paul Oreffice, a Combative Chief of Dow Chemical, Dies at 97

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Paul Oreffice, a Combative Chief of Dow Chemical, Dies at 97

Paul F. Oreffice, who as the pugnacious head of Dow Chemical grew and diversified the company at the same time that he rebuffed Vietnam veterans over Agent Orange, argued that the chemical dioxin was harmless and oversaw the manufacturing of silicone breast implants that were known to leak, died on Dec. 26 at his home in Paradise Valley, Ariz. He was 97.

His family confirmed his death.

Mr. Oreffice (pronounced like orifice) spoke in staccato, fast-paced sentences, and they were often deployed in pushing back against environmentalists, politicians and journalists during an era, the 1970s and ’80s, when the environmental movement was gaining force by focusing on toxic chemicals in the air and water.

Under his 17-year leadership, which included the titles of president, chief executive and chairman, Mr. Oreffice weathered intense controversies.

His public relations instinct was for confrontation, not conciliation. He had an intense dislike for what he perceived as government meddling in business, which he traced to his having grown up in Italy under Mussolini. “I’ve seen what overgoverning can do,” he told The New York Times in 1987. “I was born under a Fascist dictatorship, and my father was jailed by it.”

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Mr. Oreffice took the reins of the Dow USA division in 1975, when its public image was tainted from campus protests of the 1960s that had vilified the company as a maker of the incendiary agent napalm, which was widely used in Vietnam.

When Dow pulled out of apartheid South Africa in 1987 under pressure from shareholders, Mr. Oreffice said: “I’m not proud of it. I think we should have stayed and fought.”

In 1977, when Jane Fonda lacerated Dow in a speech at Central Michigan University, not far from Dow headquarters, in Midland, Mich., Mr. Oreffice canceled the company’s donations to the school, writing its president that he could not support Ms. Fonda’s “venom against free enterprise.”

Instead, Mr. Oreffice financed the campaigns of anti-regulation politicians. And he sued the Environmental Protection Agency for surveilling Dow’s sprawling Midland plants from the air when the company refused an on-site inspection.

The case made its way to the United States Supreme Court, which in 1986 ruled against the company, at the time the No. 2 American chemical maker after DuPont. (The companies merged in 2017, then split into three companies.)

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In 1983, Rep. James H. Scheuer, Democrat of New York, disclosed that Dow had been allowed to edit an E.P.A. report on the leakage of dioxin, one of the most toxic substances ever manufactured, from the Midland plants into the Tittabawassee and Saginaw Rivers and Saginaw Bay.

E.P.A. regional officials told Congress that their superiors in the Reagan administration ordered the changes to comply with demands made by Dow. Mr. Oreffice, appearing on NBC’s “Today” show, offered a sweeping dismissal.

“There is absolutely no evidence of dioxin doing any damage to humans except for causing something called chloracne,” he said. “It’s a rash.”

His statement brushed aside evidence that dioxin was extremely hazardous to laboratory animals and had been shown in some research to be linked with a rare soft-tissue cancer in humans.

One former Dow president, Herbert Dow Doan, a grandson of the company founder, told a public relations publication, Provoke Media, in 1990 that Mr. Oreffice’s style was not one fine-tuned to mollify critics. “The reason is part ego, part pride,” he said. “Paul is inclined to push his line to the point where some people say he is arrogant.”

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There is no question that Mr. Oreffice’s strength of will also uplifted Dow’s businesses, which through the 1970s were overly dependent on basic chemicals like chlorine. When a glut of low-priced petrochemicals flooded the global market in the early 80s, he aggressively reshaped Dow by diversifying into consumer products, such as shampoos and the cleaning fluid Fantastik, and by moving into foreign markets. By 1987, Dow posted a record profit of $1.3 billion (about $3.5 billion in today’s currency).

At the same time, a class-action lawsuit on behalf of 20,000 Vietnam veterans and their families against Dow and other makers of Agent Orange was further tarnishing the company’s image. The suit, filed in 1979, charged that dioxin in Agent Orange led to cancer in combat veterans and genetic defects in their children.

Dow argued that it had made Agent Orange at the request of the government and was not responsible for how it was used. But in 1984, the company and other makers of Agent Orange, without admitting liability, settled the lawsuit for $180 million, with the proceeds going to veterans and their families.

In another controversy, Dow Corning, a joint venture between Dow Chemical and Corning Inc., released documents in February 1992 showing that it had known since 1971 that silicone gel could leak from breast implants it made.

Tens of thousands of women had sued the company, claiming their implants had given them breast cancer and autoimmune diseases. Dow Corning agreed to a $3.2 billion settlement after the company had been driven to file for bankruptcy protection.

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In 1999, an independent review by an arm of the National Academy of Sciences concluded that silicone implants do not cause major diseases.

Paul Fausto Orrefice was born Nov. 29, 1927, in Venice. His parents, Max and Elena (Friedenberg) Oreffice, moved the family to Ecuador in 1940 as Mussolini declared war on Britain and France. Paul came to the U.S. in 1945, entering Purdue University with fewer than 50 words of English at his command.

He graduated with a B.S. in chemical engineering in 1949, became a naturalized citizen, and after two years in the Army went to work for Dow in 1953.

“When I walked into Midland, Mich., this was ‘WASP’ country, and I was a ‘W’ but I wasn’t an ‘ASP,’” he told The Washington Post in 1986. “I spoke with an accent and combed my hair straight back, which just wasn’t done.”

Mr. Oreffice represented Dow in Switzerland, Italy, Brazil and Spain before being called back to the Midland headquarters in 1969 and appointed the company’s financial vice president. He became president of Dow Chemical U.S.A. in 1975 and was then promoted to president and chief executive of the parent Dow Chemical Company in 1978. In 1986, he added the title of chairman.

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To the astonishment of many observers, Dow poured millions of dollars in the mid-1980s into a public-relations campaign to improve its image, including a new slogan, “Dow let’s you do great things.”

Under company rules, when he reached age 60, Mr. Oreffice stepped down as president and chief executive in 1987. He retired as chairman in 1992.

He is survived by his wife of 29 years, Jo Ann Pepper Oreffice, his children Laura Jennison and Andy Oreffice, six grandchildren and one great-granddaughter.

In retirement, Mr. Oreffice pursued a passion for thoroughbred racehorses, investing in Kentucky Derby starters and spending summers at a home in Saratoga Springs, N.Y. He was a partner in a Preakness Stakes winner, Summer Squall, and a Belmont Stakes winner, Palace Malice.

In 2006, he published a memoir about rising from an immigrant with little English to a corporate titan, titling it “Only in America.”

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