As car culture cranks up in the early 1950s, a young machinist in England invents one of the world's most successful toys when he creates a toy car small enough to fit inside a matchbox for his daughter to take to school. In Los Angeles, Elliot Handler creates one of the biggest toy rivalries in history when he brings on a former missile designer to make a toy car behemoth of his own.

After failing to make a living selling lithographs, Milton Bradley creates one of America's first board games, which will go on to become one of the biggest of all time. But the Parker brothers threaten Bradley's reign. But it's a game about Monopoly that will upend the business. And in its earliest days, it might have been pirated from its true creator, who has been largely lost to history--until now

During World War II, a naval engineer accidentally creates an iconic spiral toy that walks downstairs. At the same time, an engineer is trying to invent a synthetic rubber for the war effort and instead creates a strange putty that becomes another world-famous toy.

As the post-war baby boom creates unprecedented demand for toys, Ruth Handler turns her greatest gamble into the most recognizable toy in the world. Meanwhile, rival Merrill Hassenfeld, at the reigns of a company that will one day be one the most famous brands in the world, tries to capitalize on Handler's success to launch a military doll for boys--which is brilliantly rebranded as the world's first "action figure," and eventually spawns a tv series and a movie franchise. For decades, these two companies battle each other to dominate the toy industry. But when the cultural landscape shifts, they are forced to make desperate choices that ultimately earn their toys immortal status.