GCEIP 500 Global rank #23 · United States
Mattel: toy brands that now travel through films and live experiences
Mattel’s 2025 strategy brought its toy brands into a broader entertainment business, with a new studio structure and plans for digital games, direct sales and live experiences.
The company
What it does
Mattel designs, manufactures and markets toys and family-entertainment products. Its portfolio includes Barbie, Hot Wheels, Fisher-Price and other brands. The company also develops films, television, games, consumer products and experiences based on its intellectual property.
Across markets
Mattel’s 2025 annual report and results describe a business that sells toys internationally while expanding into content and digital experiences. The company’s brands can generate activity beyond retail through film partnerships, licensed products and games. That wider reach creates new routes to audiences, but the value depends on the quality of the products and stories rather than brand recognition alone. Its global supply chain also makes manufacturing choices and sourcing part of the company’s footprint.
The company’s footprint and context are linked to the public sources below.
GCEIP view
What the record tells us
TIME included Mattel in its 2021 and 2023 TIME100 Companies lists. These are editorial selections, not awards. The company’s presence on the list tracks a shift from toy maker toward owner and distributor of entertainment properties. GCEIP’s view is that the business is testing how far a play brand can travel across formats; the outcome will depend on whether new releases keep the original products relevant.
Published recognition
Selected results
See published awards and company-list results 2 sources
- TIME100 Most Influential Companies · 2023View source
Titans
Toys and entertainment
- TIME100 Most Influential Companies · 2021View source
Leaders
Toys and entertainment; “Toying with a media empire”