What does it take to grab the social media generation's attention? This is the question 74-year-old Mattel is struggling to answer. The company has seen revenues plummet, profits turn to losses, and stock prices hit a 10-year low. It is also currently dealing with the fallout of long-time partner Toys 'R' Us folding. The last few years, it is safe to say, have not been much fun for the toymaker.