(MONEY Magazine) – Lately the shares of Mattel (MAT) have attracted buyers such as Robert Uek, co-manager of John Hancock Large Cap Growth, who bought in the high teens. Mattel now makes up 2% of his portfolio.

Uek and others are drawn to the $4.7 billion (sales) toymaker largely because of CEO Robert Eckert, who took over in 2000. Since joining Mattel, he has paid down debt and boosted international sales by 11%. Wall Street is also impressed by Mattel's efforts in brand building and targeting new audiences. Mattel, notes Morgan Stanley's Brian McGough, is modeling itself after master marketer Nike by doing mounds of research on trends to develop new products--such as Ello, the construction game for girls. "That differs from coming up with a toy and hoping it's popular," says McGough.

These tactics should help Mattel outrun the toy industry's growth. At $22, it trades for 19 times expected 2002 profits. Wait until the shares dip below $20 before loading up. --Erica Garcia