Mattel Statistics By Revenue, Segment, Net Sales, Gross Sales, Country, Brand, Major Customers And Overview
Updated · Mar 17, 2025
TABLE OF CONTENTS
- Introduction
- Editor’s Choice
- Mattel Statistics By Revenue By Segment
- By Net Sales Worldwide
- Gross Sales Of Mattel’s Barbie Brand Worldwide
- Mattel.com Traffic By Country
- By Worldwide Revenue By Brand
- By Gross Profit
- Net Sales Of Mattel By Major Customers
- Top Toy Manufacturers in The World By Brand Value
- Acquisitions By Mattel By Year
- Overview of Mattel
- Market Share By Business Segment And Region
- Recent Product Developments
- Future Product Launches
- Strategic Focus And Competitive Positioning
- Financial Performance And Projections
- Market Trends And Consumer Behavior
- Conclusion
Introduction
Mattel Statistics: Mattel, a name synonymous with childhood wonder, has captivated generations with its iconic toys. From the ubiquitous Barbie doll to the ever-evolving Hot Wheels cars, the company has not only shaped playtime but also reflected the changing cultural landscape for over 75 years. Founded in 1945, Mattel rose to prominence with innovative and engaging toys.
Mattel’s success lies not just in a single product but in its diverse portfolio. Brands like Hot Wheels, Fisher-Price, and Matchbox have captured the hearts of children worldwide. These diverse offerings cater to a range of interests, from nurturing play with baby dolls to imaginative adventures with action figures. Let’s check the Mattel Statistics.
Editor’s Choice
- In 2023, the majority of the revenue was generated from North America, contributing 3003.22 million US dollars.
- As of 2023, Mattel’s net sales were reported at 5,441.2 million US dollars, which is almost similar to 2022. As Mattel Statistics has identified, worldwide sales have increased and decreased unsteadily over the last two decades.
- Over the last six months of 2024, the United States of America contributed the most traffic from mobile devices on the website. Mexico, the United Kingdom, Brazil, and Spain followed, respectively, with the highest traffic from mobile devices.
- In the previous year, customers generated the majority of net sales through Walmart, resulting in 1.13 billion US dollars. Target contributed significantly.
- In Latin America, Mattel holds a 35% market share, driven by Barbie’s popularity.
- Mattel is committed to sustainability. By 2030, it aims to use 100% recycled, recyclable, or bio-based plastic materials in all products and packaging.
- The company reported a 10% year-over-year increase in revenue in the latest fiscal year, amounting to approximately USD 5.5 billion.
- Mattel’s Barbie segment generated the highest revenue worldwide in 2023, with 1,537.8 million US dollars. Hot Wheels followed shortly after contributing 1,432.4 million US dollars of revenue.
- The dolls segment includes iconic brands like Barbie and American Girl. Mattel holds approximately 40% of the doll market share in North America.
- Action Figures, Building Sets, and Games segments hold 25% of the market share.
Mattel Statistics By Revenue By Segment
(Reference: statista.com)
Mattel Statistics show that, in the previous financial year, the majority of the revenue was generated from North America, contributing 3003.22 million US dollars. Overall, the North American and international segments have been generating high and low revenue compared to each other.
By Net Sales Worldwide
(Reference: statista.com)
In 2023, Mattel’s net sales were reported at 5,441.2 million US dollars, which is almost similar to 2022. As Mattel Statistics has identified, worldwide sales have increased and decreased unsteadily over the last two decades.
Gross Sales Of Mattel’s Barbie Brand Worldwide
(Reference: statista.com)
As of 2023, Mattel’s gross sales were recorded at 1,537.8 million US dollars. The highest-ever sales were generated in 2021, contributing 1,679.3 million US dollars. Overall, the brand’s Barbie segment has seen bouncy gross sales.
Mattel’s gross sales worldwide between 2017 and 2023 by product category (in million US dollars)
| Year | Dolls | Vehicles | Infant, toddle, and preschool | Action figures, building sets, and games |
| 2017 | 1,724.01 | 1,101 | 1,257.65 | 981.58 |
| 2018 | 17,30.91 | 1,065.45 | 1,417.82 | 861.35 |
| 2019 | 1,724 | 1,101.30 | 1,257.60 | 981.6 |
| 2020 | 1,886.40 | 1,110 | 1,154.50 | 991.6 |
| 2021 | 2,299.10 | 1,252.80 | 1,220.90 | 1,308.90 |
| 2022 | 2084 | 1,450.80 | 1,117.50 | 1,396.10 |
| 2023 | 2,394.20 | 1,641 | 1,000.80 | 1,0.65.8 |
(Source: statista.com)
Based on Mattel Statistics, the Dolls segment has been generating the highest gross sales worldwide compared to other business segments. The lowest-performing segment is action figures, building sets, and games.
Mattel.com Traffic By Country
(Reference: semrush.com)
Mattel Statistics show that, over the last six months of 2024, the United States of America contributed the most traffic from mobile devices on the website. Mexico, the United Kingdom, Brazil, and Spain followed, respectively, with the highest traffic from mobile devices. In addition, 71,97% of the traffic is generated from mobile devices, while 28.03% belongs to desktops.
By Worldwide Revenue By Brand
(Reference: statista.com)
Mattel’s Barbie segment generated the highest revenue worldwide in 2023, with 1,537.8 million US dollars. Hot Wheels followed shortly after contributing 1,432.4 million US dollars of revenue. Comparatively, fisher prices generated less than US$1,000 million.
By Gross Profit
(Reference: statista.com)
Over the last two decades, Mattel’s gross profit has been unstable. The highest ever was recorded in 2013, with 3,478.88 million US dollars. Since then, it declined significantly and reached 2,583.7 million US dollars in 2023.
Net Sales Of Mattel By Major Customers
(Reference: statista.com)
In 2023, the majority of net sales were generated by customers through Walmart, resulting in 1.13 billion US dollars. Target has contributed significantly. Since COVID-19, Mattel has started selling on Amazon as well, which has nearly reached an equal share of sales to Target. Overall, Walmart has been contributing significantly throughout the years.
Top Toy Manufacturers in The World By Brand Value
| Rank in 2023 | Rank in 2024 | Brand Name, Country | Brand Value in 2023 (in million USD) | Brand Value in 2024 (in million USD) |
| 1 | 1 | Lego, Denmark | 7,444 | 7,926 |
| 2 | 2 | Bandai Namco, Japan | 1,583 | 1,491 |
| 4 | 3 | Barbie, USA | 701 | 721 |
| 3 | 4 | Fisher-Price, USA | 879 | 652 |
| 6 | 5 | Hot Wheels, USA | 410 | 464 |
| 5 | 6 | Nerf, USA | 462 | 349 |
| 8 | 7 | Dragon Ball, Japan | 383 | 338 |
| 12 | 8 | Mobile Suit Gundam, USA | 303 | 290 |
| 11 | 9 | Mattel, USA | 305 | 272 |
| 14 | 10 | Hatchimals, Canada | 278 | 265 |
(Source: brandirectory.com)
Acquisitions By Mattel By Year
- Dee & Cee Toy Co. Ltd (1962)
- Standard Plastic Products, Inc (1966)
- Hong Kong Industrial Co., Ltd (1967)
- Monogram Model, Inc. (1968)
- A&A Die Casting Company,(1968)
- Ratti Vallensasca, Mebetoys, Ebiex S.A. (1969)
- H&H Plastics Co. Inc. (1969)
- Meta Frame Corp. (1969)
- Ringling Bros and Barnum & Bailey Circus/ Feld Productions (1971 – 1982)
- Ice Follies (1979- 1982)
- Holiday on Ice (1979- 1982)
- Western Publishing (1979)
- Corgi Toys, Ltd. (1989)
- International Games (1992)
- Fisher-Price, Inc. (1993)
- Tyco Toys, Inc, (1997)
- Pleasant Company (1998)
- Bluebird Toy (original home of Polly Pocket (1998)
- The Learning Company (formerly SoftKey) (1999- 2001)
- Pinky:st (2004)
- HIT Entertainment (2012)
- Mega Brands (2014)
- Fuhu (2016)
(Source: wikipedia.org)
Overview of Mattel
Mattel, Inc., a leading global toy company founded in 1945 and headquartered in El Segundo, California, designs, manufactures, and markets a wide range of toys and family products. Its extensive portfolio includes some of the world’s best-known brands, such as Barbie, Hot Wheels, Fisher-Price, American Girl, and Thomas & Friends. The company operates in over 150 countries and employs approximately 32,000 people.
Mattel’s business is segmented into various categories and regions, with each contributing
differently to the overall revenue.
North America:
- Dolls: This segment includes iconic brands like Barbie and American Girl. Mattel holds approximately 40% of the doll market share in North America.
- Infant, Toddler, and Preschool: Fisher-Price is a major player here, contributing to around 35% of the market share.
- Vehicles: Hot Wheels and Matchbox dominate this segment, capturing nearly 45% of the market share.
- Action Figures, Building Sets, and Games: This category includes brands like Masters of the Universe and Mega Bloks, which hold about 25% of the market share.
International:
Europe:
- Dolls: Mattel has a market share of 30%, with Barbie being particularly popular.
- Infant, Toddler, and Preschool: Fisher-Price products hold about 25% of the market share.
- Vehicles: Hot Wheels maintains a 35% market share.
- Action Figures, Building Sets, and Games: This segment has a 20% market share.
Asia-Pacific:
- Dolls: Mattel enjoys a 25% market share, with a growing presence of Barbie.
- Infant, Toddler, and Preschool: Fisher-Price commands a 20% market share.
- Vehicles: Hot Wheels and Matchbox hold about 30% of the market share.
- Action Figures, Building Sets, and Games: This segment captures 15% of the market share.
Latin America:
- Dolls: Mattel holds a 35% market share, driven by Barbie’s popularity.
- Infant, Toddler, and Preschool: Fisher-Price products account for 30% of the market share.
- Vehicles: Hot Wheels enjoys a 40% market share.
- Action Figures, Building Sets, and Games: This segment holds 25% of the market share.
Recent Product Developments
- Mattel has been actively innovating and expanding its product lines to cater to changing consumer preferences and market trends.
- Barbie Fashionista Line: Mattel has introduced new dolls with diverse body types, skin tones, and disabilities to promote inclusivity.
- Hot Wheels ID: This is a new range of digitally connected die-cast cars that integrate with a mobile app for enhanced interactive play.
- Fisher-Price Wonder Makers: A creative line that encourages open-ended play with modular pieces for building and role-playing.
- UNO Remix: A customizable version of the classic UNO card game, where players can add special rules and cards.
Future Product Launches
Mattel continues to focus on innovation and expanding its portfolio. Some upcoming product launches include:
- Barbie Dreamhouse 2024 Edition: An updated version of the popular Barbie Dreamhouse with new features and accessories.
- Hot Wheels Monster Trucks: A new line of Monster Trucks with enhanced features for more exciting play.
- Fisher-Price Smart Connect Nursery Line: This line will include connected nursery products like cribs and rockers that can be controlled via a smartphone app.
- Mega Bloks Green Town: A new eco-friendly line of building sets made from sustainable materials.
Mattel’s strategic focus on innovation, inclusivity, and digital integration positions the company well to maintain its market leadership and adapt to evolving consumer demands.
Strategic Focus And Competitive Positioning
Mattel’s strategic initiatives are aimed at solidifying its competitive positioning in the global toy market. Here are some key strategies:
- Brand Diversification: Mattel continues to expand its portfolio through strategic acquisitions and partnerships. Recent collaborations include licensing deals with popular franchises like WWE, Jurassic World, and Disney Princesses, which bolster their market presence and attract a wider audience.
- Sustainability Efforts: Mattel is committed to sustainability, aiming to use 100% recycled, recyclable, or bio-based plastic materials in all products and packaging by 2030. This initiative not only appeals to environmentally conscious consumers but also aligns with global sustainability trends.
- Digital Transformation: Mattel’s key focus is integrating digital and physical play. Products like Hot Wheels ID and the Fisher-Price Smart Connect Nursery Line exemplify this strategy. The company is also investing in augmented reality (AR) and virtual reality (VR) experiences to enhance the interactive play experience.
- Global Market Expansion: Mattel is actively working to increase its market share in emerging markets, particularly in the Asia-Pacific and Latin America regions. This expansion plan includes tailored marketing strategies and localized product offerings.
Financial Performance And Projections
Mattel’s financial performance in recent years reflects its strategic initiatives and market dynamics.
- Revenue Growth: Mattel’s revenue has shown consistent growth, driven by strong performance in the Dolls and Vehicles segments. The company reported a 10% year-over-year increase in revenue in the latest fiscal year, amounting to approximately USD 5.5 billion.
- Profit Margins: Improved operational efficiencies and cost-saving measures have contributed to better profit margins. The gross profit margin stood at 48%, while the operating margin improved to 12%.
- Investment in R&D: Mattel has been increasing its investment in research and development to fuel innovation. The R&D expenditure as a percentage of sales has been around 5%, focusing on new product development and digital integration.
Competitive Landscape
Mattel operates in a highly competitive market, facing competition from companies like Hasbro, LEGO, and Spin Master. Here’s a comparison:
- Hasbro: Known for brands like Transformers, My Little Pony, and Nerf, Hasbro is a strong competitor with a diversified portfolio. Their market share in the action figures and games segments is significant.
- LEGO: A dominant player in the construction toys market, LEGO has a strong brand presence and continues to innovate with new themes and digital integration.
- Spin Master: With popular brands like Paw Patrol and Hatchimals, Spin Master is a formidable competitor in the preschool and interactive toy segments.
Market Trends And Consumer Behavior
Understanding market trends and consumer behavior is crucial for Mattel’s continued success.
- Shift to Digital Play: Children’s increasing preference for digital play experiences is driving demand for toys that integrate with digital platforms. This trend is evident in the success of products like Hot Wheels ID.
- Sustainability and Ethical Consumption: Consumers are increasingly favoring brands that prioritize sustainability and ethical production. Mattel’s sustainability initiatives are well-aligned with this trend.
- Inclusive and Diverse Products: There is a growing demand for toys that reflect diversity and inclusivity. Mattel’s efforts to diversify the Barbie line and introduce products representing different abilities and ethnicities resonate well with modern consumers.
- Parental Spending: Economic factors influence parental spending on toys. Despite economic uncertainties, there has been a steady demand for quality and educational toys, benefiting brands like Fisher-Price.
Conclusion
Mattel, Inc. remains a leading player in the global toy industry with a diverse and innovative product portfolio. By focusing on sustainability, digital integration, and inclusivity, Mattel is well-positioned to adapt to changing market dynamics and consumer preferences, as shown in the above Mattel Statistics.
Monitoring their financial performance, strategic initiatives, and market trends will provide valuable insights for stakeholders and market researchers alike. As the company continues to launch new products and expand its global footprint, its ability to maintain market share and drive revenue growth in the entire industry is appreciated.
Joseph D'Souza started Coolest Gadgets in 2005 to share his love for tech gadgets. It has since become a popular tech blog, famous for detailed gadget's reviews and companies statistics. Joseph is committed to providing clear, well-researched content, making tech easy to understand for everyone. Coolest Gadgets is a trusted source for tech news, loved by both tech fans and beginners.
