International brand Mattel (MAT +1.17%) is one of the world’s largest publicly traded toy companies, with a portfolio of globally recognized brands including Barbie, Hot Wheels, American Girl, and Fisher-Price. In recent years, the company has expanded beyond traditional toys into entertainment, licensing, and digital gaming.
Founded in 1945, Mattel became a household name after launching Barbie in 1959 and going public in 1960. While the company has faced periods of turbulence, including regulatory issues in the 1970s and declining toy demand in more recent years, it has consistently leveraged its intellectual property through licensing and media.
Today, Mattel operates film and television studios and licenses its brands across toys, movies, and games, including successful projects like the Barbie movie and ongoing franchise development.
How to buy Mattel stock
Investing in Mattel stock isn't difficult because it's a publicly traded company. If you want to invest in Mattel stock, here's what you need to know.
- Open your brokerage app: Log in to your brokerage account where you handle your investments. If you don't have one yet, take a look at our favorite brokers and trading platforms to find the right one for you.
- Search for Mattel: Enter the ticker "MAT" into the search bar to bring up the stock's trading page.
- Decide how many shares to buy: Consider your investment goals and how much of your portfolio you want to allocate to this stock.
- Select order type: Choose between a market order to buy at the current price or a limit order to specify the maximum price you're willing to pay.
- Submit your order: Confirm the details and submit your buy order.
- Review your purchase: Check your portfolio to ensure your order was filled as expected and adjust your investment strategy accordingly.
Should you invest in Mattel?
Mattel operates in a challenging, cyclical industry. Toy sales have been pressured by inflation, shifting consumer behavior, and competition from video games and digital entertainment. The company was also impacted by the Toys “R” Us bankruptcy and broader retail disruptions.
That said, Mattel has taken steps to reposition itself. It’s focused on:
- Expanding licensing and franchise monetization
- Improving inventory and supply-chain management
- Growing digital and mobile gaming tied to its IP (via partnerships and its Mattel163 joint venture with NetEase)
Mattel reported $5.4 billion in revenue in 2024, down 1% year over year, showing stabilization but not strong growth. Investors who believe in the long-term value of Mattel’s brands -- and who don’t need near-term returns -- may find the stock appealing. More conservative investors may prefer companies with steadier demand or dividend income.
NASDAQ: MAT
Key Data Points
Is Mattel profitable?
Mattel has fluctuated in terms of profitability recently and was not profitable in part of 2024. However, the company finished fiscal 2024 by reporting net income of $542 million for the 12-month period, a $327 million improvement from the prior year.
For the year, operating cash flow came to $801 million, a decline of $69 million, primarily driven by higher working capital requirements, but partially offset by higher net earnings.
Management previously announced in the company's 2023 financial report that it plans to achieve cost savings of $200 million by 2026 as part of a move to consistent profitability. The company authorized a $600 million share repurchase program for 2025.
Does Mattel pay a dividend?
Mattel does not currently pay a dividend. It suspended its dividend in 2017, around the time it was beginning to experience the negative impact of the Toys "R" Us bankruptcy, which drove sales downward and spurred a suspension of the dividend to free up additional capital.
How to invest in Mattel through ETFs
If you want to invest in Mattel without direct exposure to the stock, you might want to consider purchasing shares through an exchange-traded fund.
Various funds that offer exposure to Mattel include:
Exchange-Traded Fund (ETF)
Will Mattel stock split?
Mattel has gone through multiple stock splits, but its most recent split occurred almost three decades ago. These splits have been as follows.
- 1996-03-04: 5:4
- 1995-01-23: 5:4
- 1994-01-10: 5:4
- 1992-06-03: 3:2
- 1991-11-18: 5:4
The bottom line
Mattel is a leader in the toy industry, and its entertainment divisions have been involved in some of the most popular character-driven TV series, commercials, and films in recent memory. At the same time, it's important for investors considering the stock to understand that the toy industry is cyclical. Spending in this space remains weak in the current economic environment.
Mattel has a lot of work ahead to improve its consistent profitability and grow its top line. For investors who want a slice of the action of the value proposition of a storied toymaker and entertainment company with a house of iconic brands, that may induce some to take a position in Mattel stock.
On the other hand, investors searching for steady near-term growth, dividend income, or a less risky stock may want to tread cautiously.
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