Mattel had done the online thing and failed: shop.mattel.com
It was with a 3rd party, then went to AG, and last I heard went back to a 3rd party. But, it was always an extremely small part of the business... only a few million in revenue per year.
This. Mattel never really committed to expanding its online presence when it was the right time for it and I highly doubt that'll change any time soon. Actually, I think it might be too late for online for us all together by now...