Mattel

Mattel creates toys and games for children and families worldwide. Its products offer play, learning, and entertainment for all ages.

Popular brands like Barbie and Hot Wheels have broad appeal and engage children and collectors worldwide.

Playtime Portfolio: Products and Services

• Dolls: Includes Barbie, American Girl, and licensed characters; 34% of gross billings in 2025; targets children and collectors.
• Vehicles: Hot Wheels, Matchbox, and related playsets; 32.8% of gross billings in 2025; appeals to kids and hobbyists.
• Infant, Toddler, Preschool: Fisher-Price, Thomas & Friends; 12.9% of gross billings in 2025; designed for early childhood development.
• Action Figures, Games, Building Sets: UNO, MEGA, Masters of the Universe; 20.4% of gross billings in 2025; for children and families.
• Licensor Partner Brands: Disney, NBCUniversal, Microsoft, and others; products span all categories and age groups.

Building Blocks: Growth and Expansion

• Entered into a definitive agreement in early 2026 to acquire the remaining 50% of Mattel163 (mobile games studio) for approximately $159 million, subject to customary closing conditions.
• Expanded Hot Wheels with Formula 1 partnership and new product lines in 2025.
• Expanded Mattel Brick Shop in 2025 and announced a full-franchise relaunch for Thomas & Friends planned for Fall 2026.
• Discontinued two manufacturing plants in China (2024 and 2025) to optimize costs.
• Launched new action figure lines tied to major film releases in 2025.

What Makes Mattel Stand Out

The company invests in digital play, content, and supply chain efficiency. Its diverse brand portfolio and licensing partnerships help manage market shifts and consumer trends.

Five Things You Need to Know

• Net sales were $5.35 billion in 2025, down 1% from 2024.
• International sales made up 44% of total net sales in 2025.
• Vehicles category grew 11% in 2025, while dolls fell 7%.
• Operating income was $546 million in 2025, down 21% from 2024.
• Three largest customers (Walmart, Target, Amazon) accounted for 42% of 2025 sales.

Bottom Line

Mattel has adapted through brand diversification, digital expansion, and cost management. Its broad product mix and global reach support resilience in a changing toy industry.