Elliot Handler and continued to be produced in different versions until the early 1970s. Another product line was Hot Wheels, introduced in 1968, which gave rise to 10,000 different models. First called Mattel Creations, the company has become the largest toy maker in the world in terms of revenue. In April 2008, Mattel honored Handler with a 90th birthday party at its headquarters in El Segundo, California. Guests included his daughter Barbara Segal, the namesake of the Barbie doll. Handler died of heart failure at home in Century City, a district of Los Angeles, California, at age 95 on July 21, 2011.
Daniel Handler Student Poet Prize, which he claims was earned by ripping off Elizabeth Bishop. He is an alumnus of the San Francisco Boys Chorus. He is married to Lisa Brown, a graphic artist whom he met in college. They have a son, Otto Handler, born in 2003. They live in an old Edwardian house in San Francisco. Handler is politically active and helped form LitPAC. In the June 10, 2007 edition of "The New York Times Magazine", Handler revealed ambivalence toward his wealth and the expectations that it creates. He stated that he is often asked for money for charitable causes