Joe Morrison, a visionary toy executive and creative force behind some of the industry’s most enduring franchises, passed away on May 13. He was 81 years old.
Morrison began his career in the toy industry in 1978 at Mattel, where he quickly rose through the ranks to become Executive Vice President of Marketing. He led the company’s Boys’ Toys division during the development and launch of He-Man and the Masters of the Universe, one of the most influential action figure lines of the 1980s. He later helped establish Mattel’s Entertainment and Licensing Division, ushering in a new era of toy-driven storytelling through animated content.
In 1987, Morrison decided to leave the corporate world and pursue his own creative path. He co-founded Morrison Entertainment Group (MEG) with longtime collaborator and former Mattel executive John Weems. The company quickly made its mark with Monster In My Pocket in 1990, a collectible line that became a global hit and has sold more than 500 million units worldwide.
Under Morrison’s leadership, MEG Toys expanded the In My Pocket portfolio with Puppy In My Pocket, Kitty In My Pocket, Jungle In My Pocket, and more — lines that have remained popular for generations. Morrison also spearheaded the launch of Stink Blasters, a cult-favorite toy line that reflected his irreverent humor and creative boldness. In the mid-1990s, he helped bring Headliners — a line of caricature-style sports collectibles developed in partnership with U.K.-based Corinthian — to the U.S. market, expanding MEG’s reach to sports fans and collectors.
Morrison’s career spanned more than 40 years, during which he was known not just for his creative instincts and business acumen, but also for his quiet strength, fierce independence, and deep integrity.
“Joe was a force of nature — first at Mattel, and then at MEG,” said Weems. “He was someone truly special. He mattered deeply to people around him.”
Morrison led MEG Toys for more than thirty years, building a rare, independent powerhouse that defined play for generations of kids. He is remembered not only for the brands he built but also for the principled, uncompromising way he built them.
He is survived by his wife, Barbara; four children, Pia, Joe III, Jonathan, and Maggie; six grandchildren; and two sisters. He was a longtime resident of Manhattan Beach, California.
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