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With thefts still high, California Prius drivers wait months for new catalytic converters

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With thefts still high, California Prius drivers wait months for new catalytic converters

When the catalytic converter was stolen from Vanessa Reimer’s Toyota Prius in Lengthy Seashore, she thought the restore could be a easy one, taking just a few weeks at most.

Then her native dealership delivered the unhealthy information: The alternative half may take six months to reach. Reimer, who’s pregnant, might have a child earlier than her Prius has a brand new catalytic converter.

“At first, I believed there have to be one thing I may do,” stated Reimer, 32, a speech language pathologist at an elementary faculty, earlier than she realized that there have been 100 different drivers ready on the identical half. “However there are simply too many individuals in the identical state of affairs.”

For a number of years, older Priuses have held the doubtful distinction of being the No. 1 goal of catalytic converter theft in California. Drivers whose converters have been swiped at the moment are experiencing a second indignity: 1000’s of Prius homeowners are forward of them in line for a similar half, and the delays may stretch on for months.

Thieves goal hybrids as a result of their catalytic converters have the next focus of treasured metals in comparison with automobiles that run solely on fuel. The Prius, which was the best-selling automobile in California a decade in the past, is a straightforward and profitable goal, with tens of 1000’s nonetheless on the highway.

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Theft of the catalytic converters from Prius automobiles has been a rising development within the metropolis.

(Joe Raedle / Getty Photos

)

The Instances referred to as the elements departments of a dozen Toyota dealerships in Southern California and requested the wait time for a catalytic converter for a 2011 Prius. Each service heart stated the half was again ordered and wasn’t instantly out there. Most stated the wait could be greater than three months, and in some instances, so long as eight or 9.

“There’s simply means too lots of them getting stolen, and there are 1000’s on again order,” stated one worker in an apologetic tone. One other stated: “In the event you are available in proper now, you’re trying on the finish of August.”

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Company representatives for Toyota didn’t reply to questions from The Instances.

Even getting a projected restore date is not any assure, as Anwar Glasgow, 25, found when his catalytic converter was stolen in January. A Toyota service heart in Van Nuys stated the restore to his 2012 Prius would take six months, possibly much less. Now they suppose his automobile gained’t be prepared till October.

Glasgow’s insurance coverage can pay to have the brand new half put in, however gained’t subsidize a rental automobile for longer than a month or whole the inoperable Prius so he should purchase one thing else.

“I’m screwed, to be trustworthy with you,” stated Glasgow, 25, an aspiring actor who’s now strolling and skateboarding 3 miles every option to his job as a waiter at a Mexican restaurant. The theft “looks like being kicked when you’re down … it’s fairly demoralizing.”

The frequency of partial theft experiences for older Priuses, a class that features the theft of catalytic converters, surged in California by nearly 850% over a two-year interval, in response to the Freeway Loss Knowledge Institute, a nonprofit funded by the insurance coverage business.

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There was a “stark improve” within the variety of catalytic converter thefts in Los Angeles this yr, in response to Police Chief Michel Moore, with 406 extra reported within the first 5 weeks of 2023 in contrast with the identical time in 2022.

“I’m very a lot stunned,” Moore instructed the police fee final month. The thefts can take as little as a minute, he stated, and are “straightforward pickings” for crews looking for favored makes and fashions of automobiles.

Fed up with the thefts and the lengthy waits for alternative elements, some annoyed Prius homeowners are abandoning their hybrids altogether.

Ryan Eason, 28, found in January that his catalytic converter had been stolen from a secured storage when he and his fiancee acquired within the automobile to go have a look at wedding ceremony rings.

Ryan Eason is photographed in the Arts District on March 8.

Ryan Eason is photographed within the Arts District on March 8. Eason’s catalytic converter was stolen from his 2013 Toyota Prius whereas parked in his condo’s storage in mid-January.

(Christina Home / Los Angeles Instances)

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A mechanic in Pasadena acquired the job executed in about seven weeks, a lot sooner than the six- to eight-month estimate from Eason’s native Toyota dealership. As quickly because the restore was completed, Eason drove to his dad and mom’ home in Carlsbad and left the Prius there.

“I don’t suppose it’s a everlasting resolution,” stated Eason, a lawyer. “However provided that this automobile is a main goal, I’m simply going to maintain it in a secure place for now, in order that I don’t have to consider it for some time.”

There are just a few catalytic converters that the California Air Sources Board has accredited to be used on older Priuses, together with one offered by Toyota for about $1,800, and a mannequin from Magnaflow listed at about $2,800. Each are offered out nearly in all places.

Catalytic converters have one of many longer lead occasions within the business, taking 4 to 9 months to make, stated Mark Wakefield of AlixPartners, a world consulting agency that works with automotive shoppers.

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It’s sophisticated to fabricate the units, which home porous ceramic bricks coated in treasured metals, and it’s laborious for automakers to supply extra on brief discover, notably because the business tries to get better from supply-chain issues, Wakefield stated.

A photo of 112 catalytic converters seized by the San Bernardino County Sheriff's Department.

June 2022 picture of 112 catalytic converters seized by the San Bernardino County Sheriff’s Division throughout the Inland Empire.

(San Bernardino County Sheriff’s Division)

When new converters do arrive, automakers should determine between placing them in new automobiles or sending them out on the service market, Wakefield stated.

Making alternative elements for older automobiles is “not likely the principle enterprise of the provider,” he stated. “The principle enterprise is new automobiles.”

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Toyota doesn’t have the identical wait occasions for all of its automobiles, as Mark McNeill, 46, and Nara Hernandez, 44, not too long ago realized. The couple, who dwell in Silver Lake, each drive Toyotas: his a Highlander SUV, hers a Prius.

In December, the Highlander’s catalytic converter was stolen on a wet evening. The restore took three days.

In January, it was the Prius’ flip. The couple’s mechanic estimated that the restore would take 5 months, however after two months of ready, the timeline grew to become seven months.

“I don’t suppose I’m going to see my automobile for a yr,” stated Hernandez, including that their mechanic stated 60 different Priuses have been forward of them in line.

Getting by with out two automobiles could be just about unattainable with two commutes and pickups and dropoffs for his or her two youngsters, the couple stated.

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“We have been pressured to make a fast determination as a substitute of ready for higher choices,” Hernandez stated. They determined to purchase a brand new automobile, a painful monetary hit proper after Christmas. As soon as the Prius is mounted, they plan to put in a protecting cage across the treasured new half.

John Jackson, a city planner and Toyota Prius owner whose catalytic converter was stolen.

John Jackson, a metropolis planner and Toyota Prius proprietor whose catalytic converter was stolen final fall, waited weeks to have it changed. He’s proven in his automobile at his condo advanced on March 14 in Los Angeles.

(Dania Maxwell / Los Angeles Instances)

In September John Jackson, a 31-year-old metropolis planner, had his catalytic converter swiped whereas the automobile was parked on a facet road in Palms. The restore took about six weeks and price him $700, he stated, together with his deductible, charges and fuel for a rental automobile, and a defend he put in in an try to guard the brand new catalytic converter.

“Now it’s occurred to some different folks I do know,” Jackson stated. “They got here to me asking what to do, and I needed to inform them: ‘Look, that is the timeline. You’re going to be and not using a automobile for months.’”

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Jackson stated he’s leaning towards an electrical automobile when he lastly replaces his black 2011 Prius, partly as a result of automobiles with out gasoline motors don’t have catalytic converters to steal.

Within the interim, Jackson stated, automakers ought to do extra to attempt to forestall these thefts, together with etching catalytic converters with car identification numbers to discourage unlawful resales.

One invoice launched final yr in Sacramento would have required that automobile producers do exactly that. The invoice, sponsored by the L.A. County district lawyer’s workplace, failed within the Meeting.

Two different legal guidelines that took impact Jan. 1 require recyclers and junk sellers to maintain proof their catalytic converters have been obtained legally, and bar folks from buying the units from anybody apart from licensed sellers.

In Los Angeles, it may quickly be unlawful to own a catalytic converter with out proof of possession, corresponding to a invoice of sale or a notice from the earlier proprietor.

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A man in a baseball cap lies on the ground and uses a tool on the underside of a car as a woman kneels nearby and looks on.

LAPD Det. Mario Santana, left, helped by Det. Lisa Nguyen, etches a car identification quantity onto a automobile’s catalytic converter as a safety measure in opposition to theft at a free occasion in 2022.

(Irfan Khan / Los Angeles Instances)

The Metropolis Council voted 8 to 4 on Tuesday to tentatively approve an ordinance that may make the violation a misdemeanor, punishable by a effective of as much as $1,000, as much as six months in jail, or each. The ordinance is slated for a second vote in April.

Comparable legal guidelines have been adopted in different Southern California cities, together with Desert Sizzling Springs, Mission Viejo, Irvine and West Hollywood.

San Fernando Valley Councilman John Lee stated LAPD officers have complained that it’s “close to unattainable to carry catalytic converter thieves accountable for his or her crimes.” Tracing such a tool again to its proprietor, and proving somebody holding the system was concerned within the theft, might be tough.

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Reimer of Lengthy Seashore, who confronted the prospect of being and not using a automobile throughout her complete being pregnant, had a mechanic set up a catalytic converter that isn’t accredited by the California Air Sources Board. The repair value her $600, she stated, and saved her tons of of {dollars} in ride-share charges.

However the car gained’t cross its smog verify this summer season and not using a Toyota converter. So she’ll have to return to the mechanic — assuming the half is available in on time.

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Inflation eases in May, but major relief on interest rates not coming soon

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Inflation eases in May, but major relief on interest rates not coming soon

The rate of inflation eased slightly last month, the government said Wednesday, but the financial squeeze that Americans are feeling is not likely to let up anytime soon, especially in high-cost California.

That’s because a residue of sharply higher prices left behind by the COVID-19 pandemic still weighs on the pocketbooks and psychology of consumers.

Prices of new and used cars and trucks, for example, are 27% higher than before the pandemic, even though they went down 3.4% in May from a year earlier, according to the report from the Bureau of Labor Statistics. Much the same is true of other consumer goods and services, including dining out and personal care services such as hair salons as well as housing.

And there won’t be much relief on interest rates in the near term. The Federal Reserve has raised interest rates to the highest level in more than two decades to fight inflation, and on Wednesday policymakers said the fight wasn’t over.

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Despite previous expectations of multiple rate cuts this year, fed officials projected just one quarter-point rate cut in 2024 in its benchmark interest rate, which currently is in the range of 5.25% to 5.5%.

The Fed, in its statement, said the economy was growing at a “solid pace,” with strong job gains and low unemployment. And Chairman Jerome H. Powell nodded to Wednesday’s better-than-expected inflation numbers.

“We do see today’s report as progress and as building confidence,” he said at a news conference. “But we don’t see ourselves as having the confidence that would warrant beginning to loosen [monetary] policy at this time.”

According to inflation data released Wednesday, overall consumer prices were up 3.3% in May from a year earlier. That’s down slightly from an annual inflation rate of 3.4% in April but still well above the Fed’s 2% target.

“We still need several more months of this, but the fundamentals are encouraging,” said Paul Ashworth, chief North America economist at Capital Economics, a research firm.

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Other experts were less sanguine about the near-term inflation outlook: “It’s a maddening, sticky, stubborn situation,” said Dan North, senior economist at Allianz Trade, a credit insurance firm.

Both economists and political analysts have been puzzled that President Biden’s standing with the public on the economy has been languishing despite steady growth, strong job gains, and significant improvement in inflation. A big part of the answer is that people are still feeling the aftershocks of price increases in 2021 and 2022, when inflation peaked at 9.1%.

The costs of a broad range of everyday goods went up very sharply in those two years, and they’re not likely to return to pre-pandemic levels soon, if ever. The spillover effects are still playing out.

New vehicle prices, for example, went up by double-digit percent mostly in 2022, but auto insurance premiums, partly reflecting the higher car costs, started taking off last year and were up 20% in May from a year earlier.

Housing inflation, including rising rents and what are called homeowners’ equivalent rents, has been especially sticky, remaining in the range of 4.5% to 4.7% this year. That’s a particular concern in California, where the housing market has soared beyond the reach of most would-be buyers and high interest rates have only compounded the problem.

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Despite broadly higher prices, analysts note that workers’ wages have been outpacing inflation, meaning that their purchasing power overall hasn’t weakened. In May, average weekly earnings were up 3.8% from a year earlier — a half point higher than inflation, according to a separate government report.

Still, most people living today have never experienced the kind of sharp, broad inflation that hit the U.S. during the pandemic.

“Even if you had a job, inflation is stressful because it forces you to think about day-to-day purchases,” said Aditya Bhave, senior U.S. economist at Bank of America Global Research.

People may not get over the inflation gloom and get used to the new price levels, he said, until they have “fully internalized the fact that their wages have also grown.”

But in large part because of the incremental gains in income and job gains, the higher costs have not stopped people from spending.

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Consumer spending, which accounts for about two-thirds of U.S. economic activity, is expected to grow by a solid 2% this year.

Wednesday’s report showed that annual inflation also slowed in the Pacific coast region in May but is running above the nationwide average, at 3.7%, in part because of higher price increases for food, transportation and gas.

Housing inflation in May was 4.6% for the U.S. and 4.5% for the Pacific coast states, including Alaska and Hawaii.

Analysts are expecting inflation across the country to come down very slowly in the remaining months of the year, if at all. Prices for many goods, including appliances and new cars, dropped in the second half of last year, and inflation slowed sharply for other items and some services as well, all of which will make year-over-year comparisons more difficult to show favorable readings.

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Palmer Luckey: Millennial slayer of U.S. defense giants

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Palmer Luckey: Millennial slayer of U.S. defense giants

A red phone sits on Palmer Luckey’s desk at the Costa Mesa headquarters of his military tech company, Anduril Industries.

The phone is a genuine article from the U.S. nuclear command, once connected to the network that led to the bunkers dug into the Rockies west of Colorado Springs that could order up the apocalypse. Luckey owned the red phone before he started Anduril, back when he was only famous for inventing the Oculus virtual reality headset in a trailer in the driveway of his childhood home in Long Beach, then selling that company to Facebook for $2 billion at age 21.

Discover the changemakers who are shaping every cultural corner of Los Angeles. This week we bring you The Disruptors. They include Mattel’s miracle maker, a modern Babe Ruth, a vendor avenger and more. All are agitators looking to rewrite the rules of influence and governance. Come back each Sunday for another installment.

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Back then, the phone was just kitsch, a physical piece of history he could gaze at as he worked on VR for a social media company. But after he donated $10,000 to an anti-Hillary Clinton political group in the fall of 2016, then got fired from Facebook a few months later, the red phone changed from a prop to a proposition. Flush with cash, unemployed and annoyed at Silicon Valley, he decided to become a military mogul — possibly the first whose office uniform is a Hawaiian shirt, cargo shorts and flip-flops.

“That was the dream, to be the guy with the red phone who gets The Call,” Palmer, now 31, said in an interview at Anduril’s headquarters.

He founded his new enterprise with four others. One had worked with Luckey at Oculus, but the remaining three came from Palantir, the intelligence analytics software company founded by Peter Thiel, the billionaire tech investor and right-wing political donor. When Thiel founded Palantir in 2003, he named the firm after the magical seeing-stones from Tolkien’s “Lord of the Rings.” Luckey followed in Thiel’s footsteps. Anduril is the elvish name of the reforged sword of Aragorn, king of men and hero of the forces of good in Tolkien’s epic. Translated into English from Quenya, the name means “Flame of the West.” A replica of the sword from the “Lord of the Rings” films hangs on the wall in Anduril’s office.

“The first page of our first pitch deck said that Anduril is a company that will save Western civilization by saving taxpayers hundreds of billions of dollars a year as we make tens of billions of dollars a year,” Luckey said.

“We’re not making tens of billions of dollars a year yet,” he said, “but we’re getting there.”

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Six years later, Anduril has signed well over $1 billion in public contracts with the U.S. and allied governments and raised more than $2 billion in venture funding. Last year, it brought in around $500 million in revenue, according to investor presentations reported by the Information.

Of those contracts, $250 million are with the U.S. Border Patrol, which is in the process of deploying a network of 189 Anduril sensor towers to form a “virtual border wall” of semiautomatic surveillance across the U.S.-Mexico border. Another $100 million is with the Australian navy, which hired Anduril to build submarine drones. Its biggest deal came in 2022, when the U.S. Special Operations Command awarded a 10-year, billion-dollar contract to Anduril for counter-drone defense systems that combine sensors, AI software and drones like Anduril’s Anvils, which can physically ram enemy drones to knock them out of the sky.

‘We are preemptively being invited to conversations to help solve problems — most companies will just never get that call.’

— Palmer Luckey

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Luckey’s company has also developed a tube-launched drone with a “loitering munition” model (a.k.a. an exploding drone) and bought a rocket engine manufacturer in Mississippi that makes propulsion systems for hypersonic missiles. In late 2023, it unveiled a jet-powered drone that could be flown multiple times for surveillance missions, or equipped with a warhead for suicide missions. In April, Anduril beat out Boeing, Lockheed Martin and Northrop Grumman in an Air Force competition for a new autonomous fighter drone that can fly alongside manned warplanes like robot wingmen.

That red phone on Luckey’s desk isn’t connected to a live line — but he is undoubtedly getting The Call.

“We are preemptively being invited to conversations to help solve problems — most companies will just never get that call,” Luckey said. “It’s the dream come true for someone with my ideological bent.”

Luckey’s bent, at least when it comes to business, runs counter to the last few decades of America’s economic development. When he was working at Facebook and trying to scale up the production of the Oculus headset in Chinese factories, he started to believe that something had gone seriously wrong.

“I felt that we lived in a unique period of U.S. history where we had allowed our technological innovation apparatus to be completely hijacked by a foreign power: China,” Luckey said. “Almost none of the major tech companies in the United States were willing to work with the DoD in a major way, because doing so would get them locked out of China, Chinese capital, Chinese markets, Chinese manufacturing.”

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Palmer Luckey

“Apple could not pivot away from China even in the event of World War III,” Luckey said. “So you get to this weird situation, I realized, where these people who are supposed to be the most powerful people in the country are actually handcuffed and prohibited from saying anything that they might believe,” including criticizing the Chinese government’s mass detention of Muslim minorities. “If you’re the CEO of Apple, you can’t go out and say, ‘I think concentration camps are wrong, no matter where they are.’ I looked at that and said, ‘Oh my God, this is terrifying.’”

This line of thinking was considered fringe in the tech industry in 2016, when Luckey left Facebook, but after COVID-19 pandemic supply-chain disruption and wars in Europe and the Middle East, a growing slice of the tech industry has switched to Luckey’s point of view, emphasizing the need to bring manufacturing back to U.S. shores — or at least U.S. allies — and disentangle from the Chinese economy.

Luckey’s enthusiasm for working with the military was unpopular for much of the last decade, but his basic pitch for Anduril is classic Silicon Valley: Use software, venture capital money and a new business model to disrupt an industry full of lumbering incumbents. He and his co-founders thought that they could tap tech talent to bring machine vision and other AI technologies to military operations, and outflank the defense giants of Lockheed Martin, Raytheon, General Dynamics, Boeing and Northrop Grumman — known as the five “primes” in the industry — by pitching the military on a new way to pay. Instead of billing on a cost-plus basis, where the government covers all the costs of development and manufacturing, plus a little profit margin on top, Anduril talks to Department of Defense decision-makers up front, uses its own capital to develop new software and drones, and then sells the finished product to the military.

The company is not profitable, and has no intention of becoming profitable in the next few years. “We should not be profitable” in the near future, Luckey said. “We should be taking all of the money that we’re making and putting it back into growing the company, launching new product lines, trying to become the next major defense prime.”

It was an uphill fight to secure his first round of funding. Investors would tell him, “We love your people, we love your tech. You’re very patriotic, you’re very smart, but we don’t think you can actually get the government to buy your stuff.”

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“I pointed out to people that every defense company that had been founded by a billionaire was a success,” Luckey said, referring to Elon Musk’s SpaceX and Thiel’s Palantir. “I hate that we live in a country where that’s the case, but I realized that I had a unique responsibility as one of the very few people who was willing to work on national security and blessed with the resources to actually make a real go at it.”

Luckey has also used those resources to give millions to Republican political candidates and committees across the country, drawing criticism from a number of his peers in the tech industry, who tend to lean toward Democrats over the GOP.

‘I’m supporting the people who are generally very pro-innovation and national security.’

— Palmer Luckey

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In the 2020 cycle, Luckey and his wife poured nearly $3 million into the coffers of Republican Party committees and congressional candidates in 45 states, and threw in $1.7 million for Donald Trump’s campaign on top. That October, Luckey also hosted a reported $100,000-a-person fundraiser for Trump, with the candidate in attendance, at his waterfront home on the tip of Newport Beach’s Lido Isle.

His political giving has kept up in the years since. In the 2021-22 cycle, federal election records show Luckey donated over $1.4 million to Republican committees and candidates. In 2023, he donated an additional $726,000. His sister, Ginger, is married to Rep. Matt Gaetz (R-Fla.).

“I’m supporting the people who are generally very pro-innovation and national security,” Luckey said. He doesn’t see a contradiction in building weapons for the Ukrainian army and supporting members of a political party that has been wobbly in its support for the war. “They are almost universally very supportive of using Ukraine as an opportunity to show Russia that they are not gonna get away with being an expansionist regime,” he said.

“At the end of the day, I would love it if I could only give money to the politicians who agree with me on everything, and only to the groups that agree with me on everything. Unfortunately, I have not found those groups.”

Earlier this month, Luckey again co-hosted a fundraiser for Trump in Newport Beach. Combined with other events in the region, it was expected to raise about $27.5 million for the presumptive Republican nominee’s campaign committee.

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Besides running a company, Luckey has a growing collection of toys to occupy his time. An 82-foot boat used by the Navy SEALS called the Mark V Special Operations Craft floats at the end of the dock outside his Lido Isle house, visible on Google Maps’ satellite view.

Through a series of LLCs with names such as Luckey Arms, Luckey Air Transport and Luckey Ground Technology, he owns a couple of submarines, a Black Hawk helicopter and a fleet of motorcycles and cars. On the day we met, he drove a Tesla stripped of all paint to the bare aluminum to work. He drove a 1990s Mazdaspeed Autozam converted to electric drive and skinned hot pink with graphics from the anime series “Gun Gale Online” to the annual Anime Expo at the L.A. Convention Center last summer. During his time at Facebook, the Wall Street Journal reported that he would drive a military Humvee to the Menlo Park, Calif., offices, complete with fake guns in its machine-gun mount.

Real guns are also a hobby. “I have a huge number of guns. Massive collection of guns.” His main interest is failed gun designs, stabs at innovation that led to technological dead ends. “I will say I’ve got the extreme machine gene,” Luckey said.

And then there are the nuclear missile silos. “I own a lot of ICBM sites all over the United States.” Corporate filings show that a decommissioned Atlas ICBM silo in rural Saranac, N.Y., is owed by Black Omen LLC, which is in turn managed by Fiendlord’s Keep LLC, whose chief executive is listed as Palmer Luckey.

Luckey would not confirm nor deny his ownership of that site, but he did say that he’s in the process of collecting the entire U.S. ground-based nuclear deterrent system. His goal, he says, is to turn it into a vast museum.

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“There are so many air museums, quite a few naval museums and ship museums, and there’s literally only one missile museum in the United States, the Titan II in Tucson, Arizona,” he said. “It’s just kind of weird that one of the three pillars of the nuclear triad has just been completely ignored by all the people that build museums. So I’m collecting those and restoring them.”

Like the red phone, only bigger.

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Ynon Kreiz: The CEO Mattel (and Hollywood) needed in the darkest hour

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Ynon Kreiz: The CEO Mattel (and Hollywood) needed in the darkest hour

The day “Barbie” hit theaters in July, Mattel Chief Executive Ynon Kreiz was in New York City visiting his oldest daughter and the pair decided to walk to a nearby theater for some real-time market research. Kreiz, who had been the driving force behind the decision to bring Mattel’s iconic doll to life on the big screen, loved the film, but with its fate now in the hands of the ticket-buying public, his opinion didn’t much matter. He wanted to see how people were reacting.

His answer came quickly. As he and his daughter approached, they found themselves walking among droves of people dressed in Barbie’s signature pink. And when they poked their heads into each of the five packed theaters showing the movie, they were met with roars of laughter. Some viewers were crying.

Discover the changemakers who are shaping every cultural corner of Los Angeles. This week we bring you The Disruptors. They include Mattel’s miracle maker, a modern Babe Ruth, a vendor avenger and more. All are agitators looking to rewrite the rules of influence and governance. Come back each Sunday for another installment.

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“Feeling that reaction — that audience reaction — was very telling,” he said, “and very exciting.”

What happened after opening night is now the stuff of Hollywood legend. The Greta Gerwig-directed film became an instant hit at the box office, raking in more than $1.4 billion, and kicked off a cultural phenomenon. Less well known, though, is the role the film has played in the story of Mattel’s revival. It’s a story that was written in large part by Kreiz, 59, who took the reins when the El Segundo-based company was struggling and who over his roughly six years at the helm has orchestrated a remarkable turnaround, making Mattel into one of the biggest corporate success stories of recent years.

At the heart of his plan was a move that seemed obvious to him, but which previous leaders failed to execute: Mattel needed to make a splash in the film business. To Kreiz, Mattel’s intellectual property was a gold mine. The company had a roster of instantly recognizable characters beloved by children and adults alike that he was confident could become enormously lucrative if they were exploited wisely.

For skeptics, that remains a big if. Mattel, in need of a big win in a dark hour, understandably chose to come out of the gate with its most reliable brand. The question now is whether Barbie’s success earned the toy maker’s film division enough industry respect, and breathing room, for the studio to re-create last summer’s magic with other, less potent brands, such as Hot Wheels, Polly Pocket and the card game Uno. Complicating the already uncertain road ahead, earlier this year an activist investor began agitating for the company to jettison some of its key brands to boost its middling stock price.

“This is not a novel concept where you take a strong brand in one vertical and import it to others,” Kreiz said at a conference last fall. “At Mattel, we haven’t done it. … You have ‘Fast and Furious,’ 10, and Hot Wheels, zero.” He believes with certainty that there’s an audience for such a film. After all, Mattel already sells nearly 800 million of the die-cast cars a year.

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Mattel’s consumers, Ynon Kreiz said, are more than just consumers — they are fans.

Kreiz, who gets up around 4:30 or 5 a.m. to kiteboard or get some other workout in before work, brings a similar intensity to the office. He stays impressively on message when talking about Mattel, with seemingly effortless sound bites ready at hand, barely breaking eye contact. Watch clips of his public speaking appearances and it becomes clear he repeats talking points, often word for word, his calm, personable demeanor disguising the discipline with which he approaches the CEO role.

When asked about the key to Mattel’s transformation under his leadership, Kreiz, unhurried and with animated hands, launched into a theory that he has often recounted in interviews. Mattel’s consumers, he said, are more than just consumers — they are fans.

“And when you have a lot of fans, you have an audience,” he said.

Kreiz became Mattel’s fourth chief executive in four years when he took charge, inheriting a company that needed a lifeline. He brought with him extensive experience in the entertainment industry, having made career stops at Fox Kids Europe, Endemol Group — the production company known for its unscripted programs, including “Deal or No Deal” and “Big Brother” — and Maker Studios, a short-form video studio that Disney acquired in 2014.

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The once dominant toy maker had lost its way: Some of Mattel’s biggest brands were struggling, and toy sales had been steadily declining since 2013. Its market cap had dipped more than $5 billion below that of rival Hasbro. Its second-largest customer, Toys R Us, filed for bankruptcy protection in 2017. That same year, Mattel reported a fourth-quarter loss of $281.3 million.

Kreiz needed to stop the bleeding. He restructured the company’s supply chain, reduced the number of items it produces by 35%, and cut five factories from its manufacturing lineup. The company slashed more than 2,200 jobs, 22% of its global nonmanufacturing workforce. Mattel was starting to move away from manufacturing and focus on developing its intellectual property, Kreiz told reporters. Between 2018 and 2021, Mattel said it achieved cost savings of more than a billion dollars.

Ynon Kreiz

The Mattel of today looks much different from the company five years ago. The toy maker is now outpacing Hasbro and dominating in fast-growing toy categories, such as fashion dolls, which are more popular than action figures at the moment, said Linda Bolton Weiser, a managing director and senior research analyst at D.A. Davidson who tracks consumer goods.

Kreiz’s work at Mattel hasn’t gone unnoticed. With Barbie’s wild success, he and the turnaround he’d orchestrated became the talk of corporate Hollywood. Matt Belloni, an industry prognosticator, recently anointed Kreiz “the Hollywood hero of the year” and said he was an obvious choice to replace Bob Iger at Disney.

When the first draft of the “Barbie” script landed in Kreiz’s inbox, he read it twice back to back. The text felt unconventional and special, and he loved it right away. Kreiz isn’t shy with his praise of Gerwig, often calling her a “creative genius.”

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Robbie Brenner, the head of Mattel Films, felt the same.

Kreiz ‘is going to be able to go out there and get the best partners in Hollywood to do these future projects.’

— Linda Bolton Weiser, a managing director and senior research analyst at D.A. Davidson

Brenner, a producer who was nominated for an Academy Award for “Dallas Buyers Club,” was one of Kreiz’s first hires after starting as CEO. The two met at the Polo Lounge at the Beverly Hills Hotel after an agent suggested they connect.

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“I mean, we hired Greta Gerwig for a reason, and you don’t hire Greta Gerwig and then try to cut her legs off,” Brenner added. “I think that we wanted her to fly and to tell an authentic, amazing personal story that was unique and different and bold, and surprise people.”

The film was a hit beyond expectations, both financially and in the cultural consciousness. The “Barbenheimer” opening weekend brought crowds of people back into movie theaters in numbers unheard of since the pandemic. More than a dozen fashion brands launched “Barbie” collaborations, including Zara and Vans. Burger King in Brazil sold a hamburger doused in pink sauce and French fries called “Ken’s potatoes.” “Barbiecore” was everywhere.

The movie became the highest-grossing film of 2023, surpassing $1 billion at the global box office just 17 days after its release. At a conference in September, Anthony DiSilvestro, Mattel’s chief financial officer, said that the company expected $125 million in revenue related to the “Barbie” movie — including toy sales — with a profit margin of about 60%.

Mattel declined to comment on how much its cut of the box office revenue is, but industry analysts have said the company’s take-home pay from ticket sales is in the tens of millions. In addition, insiders with knowledge of the financial arrangement said that Mattel also will receive payments for owning the rights to Barbie’s intellectual property in addition to profits as a producer of the movie, the New York Times reported.

The toy aisle also felt the effects of “Barbie” mania. Mattel’s third-quarter performance beat estimates, with sales of Barbie dolls jumping 16%. The doll category as a whole was up 27% from the previous year.

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The longer-term dividends the film will pay are harder to quantify but crucial to Mattel’s future.

“Barbie” has laid the groundwork for the future of Mattel’s entertainment sector, Bolton Weiser said. “[Kreiz] is going to be able to go out there and get the best partners in Hollywood to do these future projects. And it’s all good, you know? Very low risk for Mattel. They don’t take any big capital risks doing these entertainment events. So it all makes sense.”

Mattel Films now has 16 projects in development: A J.J. Abrams-produced Hot Wheels movie, Lily Collins and Lena Dunham signed on for Polly Pocket, and Vin Diesel as a partner for Rock ’Em Sock ’Em Robots, among others.

As the scale of “Barbie’s” success became clear, a question began to circulate: Can Mattel repeat this success story? Hollywood is a fickle beast, and the company’s use of its most resonant brand for its first act was a gamble.

“It’s difficult to imagine any other movie based on a toy ever reaching ‘Barbie’s’ heights,” Eliana Dockterman, who reviews TV and films for Time magazine, wrote in August. “Barbie is an icon. She has name recognition across the world equal to Mickey Mouse and Coca-Cola. And, sure, Hot Wheels may be popular, but won’t a Hot Wheels movie just be a racing movie, even if J.J. Abrams is at the helm as executive producer?”

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Still, Dockterman admitted that she’s curious about Mattel’s next entertainment ventures, namely “Daniel Kaluuya’s involvement with what sounds like a very meta Barney movie (as in, yes, the big purple dinosaur); whether Lena Dunham can find a quirky take on Polly Pocket; and if a Magic 8 Ball horror movie can actually prove to be scary.”

Kreiz quickly brushed off concerns of “Barbie” as a one-hit wonder. “We’re not saying that every movie will be as successful as ‘Barbie,’” he said, “but we absolutely look to have the same approach in terms of attracting and collaborating with the talent, supporting and backing the talent,” and enticing Mattel’s built-in fan base to the theater.

“The idea is to create something unique in every movie,” he added. “Every project has a unique purpose, and will have a unique voice.”

While “Barbie” captured fans’ collective imagination last year, Mattel’s future is not tied exclusively to films. Company execs like to joke that the nearly 800 million Hot Wheels sold annually make Mattel the biggest auto manufacturer in the world.

In September, the company unveiled a two-story L.A. flagship store for American Girl at the Westfield Century City Mall. On opening day, a line of toddlers to tweens, with dolls clutched to their chests and their parents in tow, lined up in front of the store’s doors. Inside, the cafe serves doll-sized pancakes on tiered serving trays alongside plates of human-sized ones. A hair and nail salon styles dolls and their humans.

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But Kreiz’s big bet on entertainment is never far off. Mattel announced in December plans to give the American Girl brand its own Hollywood treatment with a live-action movie directed by Lindsey Anderson Beer. Some of the American Girls have already starred in movies, mostly direct-to-DVD and made-for-TV films, but the company is aiming to go bigger.

Nostalgia, tapped effectively, can be a powerful force at the box office. There is a reason why studios keep reaching for reboots and reimaginings of beloved franchises — fans want to reconnect with characters with whom they have a history. But it can be a tricky business trying to nail the sweet spot of familiarity and freshness.

Kreiz thinks the company is up to the task.

“Play is our language,” he said. “This is how we start the journey. This is how we speak to our fans.”

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