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Mattel
Mattel (MAT) investor relations material
Mattel Q4 2025 earnings summary
Complete event summary combining all related documents: earnings call transcript, report, and slide presentation.Q4 2025 earnings summary10 Feb, 2026
Executive summary
Q4 2025 gross billings grew 6%, with 7% in North America and 4% internationally; full-year results were impacted by weak U.S. December sales and a 5% North America decline, partially offset by 6% international growth.
Vehicles and Challenger categories drove growth, with Hot Wheels achieving its eighth consecutive record year; Dolls and ITPS declined for the year, while American Girl grew for the fifth consecutive quarter.
Announced acquisition of full ownership of Mattel163 mobile games studio for $159 million, expected to close by end of Q1 2026 and contribute $150 million in 2026 sales.
Board authorized a new $1.5 billion share repurchase program through 2028, with $600 million repurchased in 2025 and $1.2 billion over the last three years.
Secured global multi-year rights to develop Teenage Mutant Ninja Turtles products starting in 2027 and expanded partnerships with major entertainment IPs.
Financial highlights
Q4 net sales: $1.77 billion, up 7% year-over-year; full-year net sales: $5.35 billion, down 1%.
Adjusted gross margin Q4: 46% (down 480 bps); full-year: 48.9% (down 200 bps), impacted by higher discounting, inflation, FX, and tariffs.
Adjusted operating income Q4: $160 million (flat); full-year: $620 million (down 16%).
Adjusted EBITDA for 2025: $927 million (down 12% year-over-year).
Free cash flow: $411 million (down from $598 million); year-end cash: $1.24 billion.
Outlook and guidance
2026 net sales growth expected at 3–6% in constant currency, with FX as a 1.5% tailwind and partial year contribution from Mattel163.
Adjusted gross margin targeted at ~50% for 2026.
Adjusted operating income guidance: $550–$600 million; adjusted EPS: $1.18–$1.30.
Strategic investments of ~$110 million in 2026, mainly in digital games, D2C, and AI; $40 million in digital performance marketing.
Double-digit adjusted operating income growth expected in 2027, with investments becoming self-funding.
Mattel163 acquisition: how will it scale digital output?
Detail 2026 investment ROI confidence for 2027
Barbie's 2026 decline: what drives 2027 growth?
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Next Mattel earnings date
Q1 20264 May, 2026
Mattel
Next Mattel earnings date
Q1 20264 May, 2026
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Frequently asked questions
The Company Behind Barbie
Mattel, Inc. is an American toy company with global operations, most known for its iconic Barbie dolls. These dolls have become some of the most popular children's toys of all time, seeing continuous success since their introduction during the late 1950s. Besides Barbie, the company also produces a variety of other toys and games. Mattel is headquartered in El Segundo, California, and its shares are listed on the Nasdaq.
The Story of Barbie and Mattel
The story of Barbie begins with Ruth Handler, who co-founded Mattel, Inc. with her husband, Elliot, and their business partner, Harold "Matt" Matson, in 1945. The inspiration for Barbie came to Ruth in the late 1950s when she noticed her daughter, Barbara, playing with paper dolls and imagining them in adult roles during a time when most children's dolls were representations of infants. Ruth envisioned a doll that could project an adult or teenage girl's future self, offering an opportunity for play in which children could envision themselves in adult roles.
While on a trip to Europe in 1956, Ruth encountered a German doll named Bild Lilli, which was unlike any doll she had seen in the United States. Bild Lilli was based on a popular comic strip character and was marketed as an adult novelty item, but Ruth saw potential in adapting a similar concept for children. She bought three of them: one for her daughter and two for study back home.
Ruth's idea faced skepticism within Mattel, as well as from bankers who doubted its market potential. However, she persisted, and with the help of engineer Jack Ryan, Mattel developed the Barbie doll, named after Ruth's daughter, Barbara. Barbie made her debut at the American International Toy Fair in New York on March 9, 1959 (considered Barbie's official birthday). The first Barbie doll wore a black-and-white striped swimsuit and had her hair in a ponytail. She was marketed as a "Teen-age Fashion Model," and her clothing was created by Mattel fashion designer Charlotte Johnson. The initial reception was lukewarm, but Barbie's popularity soared after Mattel launched a television advertising campaign, a novel strategy for toy marketing at the time.
Expanding the Barbie Line
Barbie's success led to an expansive product line, including a variety of dolls with different identities, professions, and backgrounds, as well as an extensive range of accessories, playsets, and vehicles Over the decades, Barbie has become a cultural icon, and Mattel has continuously updated the dolls and launched a massive amount of different models.
Not Just Barbie
Besides Barbie, which is the main IP and what Mattel is most known for, the company also owns and produces other toys. One of the most recognizable lines of toys is Hot Wheels, small collectible cars that can be raced around purpose-built tracks. The company also owns the popular Uno card game, operates a number of subsidiaries, and has licensing agreements with Disney and World Wrestling Entertainment.
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