Elliot Handler, co-founder of the toymaker Mattel, passed away on July 21st. Along with his wife, Ruth, and business partner Harold Matson, Mr. Handler formed Mattel Creations in 1945. After purchasing their partner’s share of the business, the Handler’s grew their small company from a manufacturer of picture frames and dollhouse furniture to become the world’s largest toy company.

Elliott Handler might not be a household name, but his most famous creation is. Handler created Hot Wheels miniature cars – and brought his wife Ruth’s idea for Barbie dolls to market in 1959, but Handler was looking for a toy that would appeal to boys the way that Barbie did to girls, and he found his solution by adding spinning wheels to die-cast toy cars in 1968.

Hot Wheels weren’t just small versions of existing cars. Mattel also hired stylists to create fanciful creations that captured the imagination. There have been over 10 000 designs over the years, and adult collectors have been just as driven by the Hot Wheels hobby as little kids have. Indeed, just this year, Tanner Foust imitated a Hot Wheels stunt in real life.

Handler’s passing is a sad day for the toy industry – and for those of us who grew up wheeling the little cars around our living-room floors.