Mattel

Hot Wheels now outsells Barbie.

Mattel's cars brand billed $1.7 billion in 2025 against $1.2 billion for Barbie, making vehicles, not dolls, its biggest brand.

How big is Mattel?

Dolls and cars, side by side.

• Dolls34%$2.1B
• Vehicles33%$2.0B
• Action Figures, Building Sets, Games, and Other20%$1.2B
• Infant, Toddler, and Preschool13%$786.3M

Make the core. Sell via big retail. Borrow stars.

1. 1Power brands, own plants
2. 2Through three big retailers
3. 3Film and TV partner brands

Walmart, Target and Amazon buy 42% of sales, so shelf space matters as much as the toy.

More than Mattel.

American GirlDolls and booksBarbieFashion dollsFisher-PriceInfant and preschool toysHot WheelsToy vehiclesUNOCard games

• EdgePoint Investment Group Inc.16.3%
• The Vanguard Group11.9%
• PRIMECAP Management Company11.4%

CEO: Ynon Kreiz

1. 1948Mattel is incorporated in California
2. 1959Barbie launches
3. 1968Hot Wheels launches
4. 1993Fisher-Price merges into Mattel
5. 1998Mattel acquires Pleasant Company (American Girl)