{"id":3544,"date":"2025-07-29T09:23:14","date_gmt":"2025-07-29T09:23:14","guid":{"rendered":"https:\/\/bullfincher.io\/blog\/?p=3544"},"modified":"2025-07-29T09:23:16","modified_gmt":"2025-07-29T09:23:16","slug":"mattel-mission-statement-analysis","status":"publish","type":"post","link":"https:\/\/bullfincher.io\/blog\/mattel-mission-statement-analysis\/","title":{"rendered":"Mattel Mission Statement Analysis"},"content":{"rendered":"\n<ul style=\"color:#060606;background-color:#f3f5f8\" class=\"wp-block-list has-text-color has-background has-link-color wp-elements-cf32bc232270fa8ce258ce5274361d0b\">\n<li><strong>Company:<\/strong> Mattel, Inc. &nbsp;<\/li>\n\n\n\n<li><strong>CEO:<\/strong> Ynon Kreiz<\/li>\n\n\n\n<li><strong>Year founded:<\/strong> 1945<\/li>\n\n\n\n<li><strong>Headquarters:<\/strong> El Segundo, California, USA<\/li>\n\n\n\n<li><strong>Number of Employees:<\/strong> 34,000<\/li>\n\n\n\n<li><strong>Type:<\/strong> Public<\/li>\n\n\n\n<li><strong>Ticker Symbol:<\/strong> MAT<\/li>\n\n\n\n<li><strong>Market Cap (Mar 2025):<\/strong> $5.43 Billion<\/li>\n\n\n\n<li><strong>Annual Revenue (FY 2024):<\/strong> $5.4 Billion<\/li>\n\n\n\n<li><strong>Profit | Net income (FY 2024):<\/strong> $543 Million<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-color has-background has-link-color wp-elements-68321f69efd32371fe6cedd194336fee\" style=\"color:#000000;background-color:#f3f5f8\"><strong>Products &amp; Services:<\/strong> Toys | Entertainment Content | Consumer Products | Digital &amp; Live Experiences<\/p>\n\n\n\n<p class=\"has-text-color has-background has-link-color wp-elements-f5c50ebc6b91db124198b5212d005706\" style=\"color:#000000;background-color:#f3f5f8\"><strong>Competitors:<\/strong> Hasbro | Lego | Bandai Namco | GTX | Vtech | Spin Master | Funko | LeapFrog | <a href=\"https:\/\/bullfincher.io\/companies\/the-walt-disney-company\/overview\">Walt Disney<\/a> | Pixar Animation Studios | MGA Entertainment | Carnival Corporation<\/p>\n\n\n\n<p class=\"has-text-color has-background has-link-color wp-elements-3ff620d509dd0bcba75cf716befcfb22\" style=\"color:#000000;background-color:#f3f5f8\"><strong>Did you know?<\/strong> Mattel\u2019s iconic President Barbie doll has run for president 7 times since 1992. &nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<p><span style=\"color: #000000;\">Mattel is a leading toy manufacturing and entertainment company founded by Ruth Handler, Elliot Handler, and Harold Matson. It owns iconic brands like Barbie, Hot Wheels, Fisher-Price, UNO, American Girl, Thomas &amp; Friends, Masters of the Universe, Monster High, MEGA, Matchbox, and Polly Pocket. Mattel\u2019s mission, purpose, brand promise, and sustainability strategy. In FY2024, Mattel generated <strong>$5.4 billion in annual revenue<\/strong> and $543 in profit. [<\/span><a href=\"https:\/\/www.statista.com\/statistics\/198722\/international-revenue-of-mattel-by-region\/#:~:text=Among%20the%20brands%20that%20Mattel,billion%20U.S.%20dollars%20in%20revenue\" target=\"_blank\" rel=\"noopener\">1<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<p><span style=\"color: #000000;\">Mattel is one of the world\u2019s top three toymakers. It sells dolls, action figures, games, puzzles, toy vehicles, and youth electronics in over 150 countries. Mattel&#8217;s top customers include<\/span> <a href=\"https:\/\/bullfincher.io\/companies\/walmart\/overview\">Wal-Mart<\/a><span style=\"color: #000000;\">,<\/span> <a href=\"https:\/\/bullfincher.io\/companies\/target-corporation\/overview\">Target<\/a><span style=\"color: #000000;\">,<\/span> <span style=\"color: #000000;\">and<\/span> <a href=\"https:\/\/bullfincher.io\/companies\/amazoncom\/overview\">Amazon<\/a><span style=\"color: #000000;\">. North America is Mattel&#8217;s most significant sales market. In 2023, Mattel <strong>generated $3.2 billion in North America<\/strong> and $1.24 billion in EMEA. Its top-selling brand was Barbie, which made $1.54 billion, followed by Hot Wheels at $1.4 billion and Fisher-Price at $852.6 million. [<\/span><a href=\"https:\/\/www.statista.com\/statistics\/198835\/total-reveue-of-us-toy-manufacturer-mattel-by-brand-since-2008\/\" target=\"_blank\" rel=\"noopener\">2<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<p><span style=\"color: #000000;\">To understand why Mattel is so successful, here is a comprehensive analysis of its mission statement, purpose, brand promise, and sustainability strategy:<\/span><\/p>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-mattel-s-mission-statement\">Mattel\u2019s Mission Statement<\/h2>\n\n\n\n<p class=\"has-text-color has-background has-link-color has-huge-font-size wp-elements-a86460b1404cf30b6f21e6abda3f9a9e\" style=\"color:#333333;background-color:#f3f5f8\"><strong><em><em><em><em><em><em><em>To create innovative products and experiences that inspire fans, entertain audiences, and develop children through play<\/em>. [<a href=\"https:\/\/corporate.mattel.com\/about-us\" target=\"_blank\" rel=\"noreferrer noopener\">3<\/a>]<\/em><\/em><\/em><\/em><\/em><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<p><span style=\"color: #000000;\">Here is our analysis of Mattel&#8217;s mission statement.<\/span><\/p>\n<h4><span style=\"color: #000000;\">1. Create innovative products<\/span><\/h4>\n<p><span style=\"color: #000000;\">Mattel strives to create<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/top-video-game-companies-in-the-world-by-revenue\">innovative toys,<\/a><span style=\"color: #000000;\"> games, puzzles, and entertainment content. It won the Digital Transformation Award at the 2024 Supply Chain Excellence Awards USA. In Mar 2024, Mattel was <strong>#17 on Fast Company\u2019s 2024 Most Innovative Companies list<\/strong>. It earned this by transforming its heritage brand into a modern cultural event. [<\/span><a href=\"https:\/\/www.fastcompany.com\/91038650\/mattel-most-innovative-companies-2024\" target=\"_blank\" rel=\"noopener\">4<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<p><span style=\"color: #000000;\">Mattel has dominated the toys and<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/most-expensive-media-stocks-in-world\">entertainment sector<\/a> <span style=\"color: #000000;\">for 80 years. It designs and manufactures the world&#8217;s most iconic dolls, including Barbie and Hot Wheels. In Apr 2024, Mattel announced <strong>plans to close one of its Chinese manufacturing plants<\/strong>. The company produces 50% of its products in China. It has several manufacturing plants in Malaysia, Thailand and Indonesia. [<\/span><a href=\"https:\/\/www.logisticsmanager.com\/less-than-40-of-mattel-toys-to-be-produced-in-china-in-2025-as-trade-war-concerns-grow\/\" target=\"_blank\" rel=\"noopener\">5<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<h4><span style=\"color: #000000;\">2. Deliver memorable experiences<\/span><\/h4>\n<p><span style=\"color: #000000;\">Mattel aims to deliver memorable experiences to consumers. The company achieves this mission by collaborating with leading entertainment houses. In Mar 2025, Mattel <strong>renewed its multi-year global licensing agreement with Disney for new products<\/strong> commemorating Toy Story&#8217;s 30<sup>th<\/sup> anniversary and announced the release date of Toy Story 5. Its Toy Story line includes action figures, vehicles,<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-video-game-companies-in-the-world-by-market-cap\">radio control, games, and plush<\/a><span style=\"color: #000000;\">.<\/span><\/p>\n<p><span style=\"color: #000000;\">Mattel plans to expand its action figures in 2026 with a memorable movie and characters and introduce a Toy Story 5-themed edition inspired by the film under its UNO brand. It will also launch a new Toy Story plush range and radio control products, delivering unforgettable movie moments to kids worldwide. In 2025, Mattel <strong>celebrated its 80<sup>th<\/sup> anniversary<\/strong>. [<\/span><a href=\"https:\/\/corporate.mattel.com\/news\/mattel-and-disney-renew-multi-year-global-licensing-agreement-for-toy-story-franchise\" target=\"_blank\" rel=\"noopener\">6<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<h4><span style=\"color: #000000;\">3. Inspire kids<\/span><\/h4>\n<p><span style=\"color: #000000;\">Mattel strives to empower children to explore childhood wonders and reach their full potential. The company has worked to achieve this mission since its founding. In Feb 2025, Mattel <strong>released two new Barbie dolls to celebrate the music industry<\/strong>. The 2025 Career of the Year: Women in Music set and the Alicia Keys and Ann Mincieli Barbie Role Model dolls inspire kids to maximize their musical talents and embrace two careers: musical artist and tour manager. Each doll has career-related<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-clothing-stores-companies-in-the-world-by-market-cap\">clothing<\/a> <span style=\"color: #000000;\">and accessories, including guitars, microphones, an all-access pass,<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-computer-companies-in-the-world-by-market-cap\">laptops<\/a><span style=\"color: #000000;\">, and hand radios. [<\/span><a href=\"https:\/\/toybook.com\/mattel-barbie-2025-music-dolls-news\/\" target=\"_blank\" rel=\"noopener\">7<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<h4><span style=\"color: #000000;\">4. Entertain consumers<\/span><\/h4>\n<p><span style=\"color: #000000;\">Mattel seeks to entertain kids and families with innovative products. Its 65-year-old Barbie doll and 30-year-old Toy Story have entertained children for 65 decades. The company also achieves this mission by offering world-class animated movies and experiences. In Aug 2023, Mattel announced plans to establish an <strong>adventure park in Arizona with a life-size Barbie Beach House and Hot Wheels rollercoasters<\/strong>. It will be Arizona\u2019s first fully themed indoor and outdoor amusement park and provide a year-round Arizona<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-employer-in-united-states\">entertainment destination.<\/a> <span style=\"color: #000000;\">[<\/span><a href=\"https:\/\/corporate.mattel.com\/news\/mattel-adventure-park-set-for-2024-opening\" target=\"_blank\" rel=\"noopener\">8<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<h4><span style=\"color: #000000;\">5. Develop children through play<\/span><\/h4>\n<p><span style=\"color: #000000;\">Mattel is committed to developing children through play. \u201c<em>Play is our language. We speak to our consumers authentically by representing the world as they see and imagine it<\/em>,\u201d says the company. Mattel leverages its Purposeful Play program to harness its brands\u2019 cultural impact to promote and influence behavior on social and<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-energy-employer-in-united-states\">environmental issues<\/a><span style=\"color: #000000;\">, creating a better world. It creates toys appropriate for children at various developmental stages to match their current abilities and challenge them to learn and grow. For example, Mattel\u2019s Barbie and American Girl dolls encourage pretend play, self-expression, and imagination. They empower kids to develop empathy and social skills, including caregiving, friendship, collaboration, and conflict resolution. [<\/span><a href=\"https:\/\/corporate.mattel.com\/purposeful-play\" target=\"_blank\" rel=\"noopener\">9<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<p><span style=\"color: #000000;\">Mattel integrates purposeful play in all its products. Hot Wheels and Matchbox cars offer an exciting way to play and experiment with energy, force, scale, and motion. Infants, toddlers, and preschool children can play with Mattel\u2019s Fisher-Price ride-on vehicles and playsets to enhance sensory development and awareness, fine and gross motor skills, problem-solving, cooperation, and emotional intelligence. In Jun 2024, Mattel joined the state of California and the United Nations to <strong>celebrate the International Day of Play<\/strong>. It donated 100,000 toys and books from the Mattel Children\u2019s Foundation to Save the Children and over 150,000 toys to more than 7,000 children on Jun 11. [<\/span><a href=\"https:\/\/www.toyassociation.org\/PressRoom2\/News\/2024_News\/mattel-recognized-for-its-leadership-by-california-state-legislature-for-international-day-of-play.aspx\" target=\"_blank\" rel=\"noopener\">10<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/bullfincher.io\/ranking\/largest-media-companies-in-the-world-by-market-cap\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"550\" src=\"https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Media-Companies-by-Market-Cap-1024x550.png\" alt=\"Largest Global Media Companies by Market Cap\" class=\"wp-image-3557\" srcset=\"https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Media-Companies-by-Market-Cap-1024x550.png 1024w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Media-Companies-by-Market-Cap-300x161.png 300w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Media-Companies-by-Market-Cap-768x412.png 768w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Media-Companies-by-Market-Cap-370x199.png 370w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Media-Companies-by-Market-Cap-270x145.png 270w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Media-Companies-by-Market-Cap-570x306.png 570w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Media-Companies-by-Market-Cap-740x397.png 740w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Media-Companies-by-Market-Cap.png 1377w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure><\/div>\n\n<p style=\"text-align: center;\">Checkout: <a href=\"https:\/\/bullfincher.io\/ranking\/largest-media-companies-in-the-world-by-market-cap\">Largest Global Media Companies by Market Cap<\/a><\/p>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-mattel-s-purpose-statement\">Mattel\u2019s Purpose Statement<\/h2>\n\n\n<p><span style=\"color: #000000;\">\u201c<em>Empower generations to explore the wonder of childhood and reach their full potential<\/em>.\u201d [<\/span><a href=\"https:\/\/corporate.mattel.com\/about-us\" target=\"_blank\" rel=\"noopener\">11<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<p><span style=\"color: #000000;\">Mattel is committed to empowering generations to achieve their dreams. For example, it uses Barbie dolls to remind girls of their limitless potential and inspire them to pursue their dream careers. In Aug 2024, Mattel unveiled its <strong>Barbie brand campaign titled \u201cGive Limitless Possibilities.\u201d<\/strong> The company partnered with Barbie Role Model and WNBA legend Sue Bird on the campaign, supercharging its \u201cYou Can Be Anything\u201d tagline. Barbie dolls leverage the power of imagination to project dreams, build self-esteem, tell endless stories, and nurture empathy. [<\/span><a href=\"https:\/\/corporate.mattel.com\/news\/barbie-launches-new-brand-campaign-championing-parents-belief-in-kids-potential\" target=\"_blank\" rel=\"noopener\">12<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<p><span style=\"color: #000000;\">Mattel aims to empower kids to reach their full potential. Its brands achieve this purpose by designing innovative products. For example, in Oct 2024, Mattel\u2019s Hot Wheels <strong>launched its new Challenge Accepted platform <\/strong>to help children cultivate a growth mindset. It ignites the challenger spirit in every child and empowers them through play to try, fail, repeat, and grow. [<\/span><a href=\"https:\/\/www.businesswire.com\/news\/home\/20241016547476\/en\/Hot-Wheels-Ignites-New-Challenge-Accepted-Platform-Dedicated-to-Building-Resilience-and-Fostering-a-Growth-Mindset-in-Children\" target=\"_blank\" rel=\"noopener\">13<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-mattel-s-brand-promise\">Mattel\u2019s Brand Promise<\/h2>\n\n\n<p><span style=\"color: #000000;\">Mattel\u2019s brand promise is founded on trust, which guides the company&#8217;s relationship with its staff, consumers, business partners, and communities. Trust ensures all Mattel brands do the right thing and live up to their commitments.<\/span><\/p>\n<p><span style=\"color: #000000;\">Mattel\u2019s brand promise focuses on <strong>product attributes, including quality, safety, and value<\/strong>. The company earns trust by operating with integrity and transparency, fulfilling its mission and purpose as a trusted partner to parents and families. This approach protects Mattel\u2019s reputation and competitive advantage, driving long-term success. [<\/span><a href=\"https:\/\/corporate.mattel.com\/about-us\" target=\"_blank\" rel=\"noopener\">14<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<h4><span style=\"color: #000000;\">1. Quality<\/span><\/h4>\n<p><span style=\"color: #000000;\">Mattel prioritizes the consumer experience in its innovation by creating products with purposeful play. Its design team focuses on the appearance, functionality, materials, and packaging of toys. However, Mattel failed to deliver this brand promise with its new &#8220;Wicked&#8221; doll. The company faced backlash from disappointed fans and concerned parents, damaging its reputation and eroding consumer trust. It apologized to affected clients, recalled defective products, and implemented damage control measures. In 2024, <strong>Mattel was sued for $5 million <\/strong>to compensate US consumers who bought \u201cWicked\u201d dolls with the incorrect link. [<\/span><a href=\"https:\/\/www.waywedo.com\/blog\/quality-control-mattels-wicked-mistake\/\" target=\"_blank\" rel=\"noopener\">15<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<h4><span style=\"color: #000000;\">2. Safety <\/span><\/h4>\n<p><span style=\"color: #000000;\">Mattel designs and develops its products to meet or exceed all safety standards. Its <strong>Quality Team has around 450 professionals<\/strong>, including engineers, product safety specialists, compliance experts, test laboratory personnel, and child development experts. The company uses a 5-step product safety strategy. First, Mattel\u2019s Quality Team reviews all concepts. They guide product designers on quality and safety standards. Second, its product developers follow Quality Team&#8217;s safety, quality, reliability, durability, and testing guidelines. Third, the company conducts several pilots to test concepts before production begins. Each Mattel manufacturing facility implements continuous testing and improvement, ensuring products meet high safety standards. [<\/span><a href=\"https:\/\/corporate.mattel.com\/product-quality-and-safety\" target=\"_blank\" rel=\"noopener\">16<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<h4><span style=\"color: #000000;\">3. Value<\/span><\/h4>\n<p><span style=\"color: #000000;\">Mattel designs its products and experiences to deliver an intrinsic value that entertains, inspires, and develops children through play. It ensures parents and families get the most from their play budget by creating toys that meet their expectations. The company adopted several circular economy and business model innovations to extend product life and reuse products and materials. For example, its American Girl Doll Hospital repairs and restores dolls. It also cleans, restyles, and customizes toys for customers. In 2020, the <strong>American Girl Doll Hospital repaired over 28,000 dolls<\/strong>, extending their lifetime and maximizing value for owners. [<\/span><a href=\"https:\/\/corporate.mattel.com\/business-model-innovation\" target=\"_blank\" rel=\"noopener\">17<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/bullfincher.io\/ranking\/largest-video-game-companies-in-the-world-by-market-cap\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"614\" src=\"https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Video-Game-Companies-by-Market-Cap-1024x614.png\" alt=\"Largest Global Video Game Companies by Market Cap\" class=\"wp-image-3570\" srcset=\"https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Video-Game-Companies-by-Market-Cap-1024x614.png 1024w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Video-Game-Companies-by-Market-Cap-300x180.png 300w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Video-Game-Companies-by-Market-Cap-768x461.png 768w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Video-Game-Companies-by-Market-Cap-370x222.png 370w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Video-Game-Companies-by-Market-Cap-270x162.png 270w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Video-Game-Companies-by-Market-Cap-570x342.png 570w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Video-Game-Companies-by-Market-Cap-740x444.png 740w, https:\/\/bullfincher.io\/blog\/wp-content\/uploads\/2025\/06\/Largest-Global-Video-Game-Companies-by-Market-Cap.png 1377w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure><\/div>\n\n<p style=\"text-align: center;\">Checkout: <a href=\"https:\/\/bullfincher.io\/ranking\/largest-video-game-companies-in-the-world-by-market-cap\">Largest Global Video Game Companies by Market Cap<\/a><\/p>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-mattel-s-sustainability-strategy\">Mattel\u2019s Sustainability Strategy<\/h2>\n\n\n<p><span style=\"color: #000000;\">Mattel is committed to building a sustainable business and supporting communities. It strives to create value for its stakeholders and contribute to a better future for the next generation. In 2019, Mattel set several sustainability goals, including:<\/span><\/p>\n<ul>\n<li><span style=\"color: #000000;\">Use 100% <\/span><a href=\"https:\/\/bullfincher.io\/ranking\/top-waste-companies-in-the-world-by-revenue\">recycled, recyclable<\/a><span style=\"color: #000000;\">, or bio-based plastics in all toys and packaging by 2030.<\/span><\/li>\n<li><span style=\"color: #000000;\">Maintain 95% recycled or Forest Stewardship Council (FSC)-certified content in the processed paper and wood fiber used in products and packaging.<\/span><\/li>\n<li><span style=\"color: #000000;\">Reduce plastic<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-packaging-companies-in-the-world-by-market-cap\">packaging<\/a> <span style=\"color: #000000;\">by 25% per product by 2030. [<\/span><a href=\"https:\/\/www.forbes.com\/sites\/joanverdon\/2022\/06\/07\/mattel-continues-its-efforts-to-get-greener-by-expanding-its-toy-recycling-program\/\" target=\"_blank\" rel=\"noopener\">18<\/a><span style=\"color: #000000;\">]<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #000000;\">How is Mattel progressing on its sustainability goals?<\/span><\/p>\n<p><span style=\"color: #000000;\">Mattel\u2019s ESG strategy focuses on sustainable product design and development, responsible sourcing, and nurturing inclusive communities. It develops innovative products that are better for the world by <strong>integrating sustainable materials and circular design principles<\/strong>. Mattel also optimizes its resource use in operations to reduce environmental effects and promotes ethical sourcing practices and worker health and safety across its supply chain. In 2021, the company launched Mattel Playback with free<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-shipping-companies-in-the-world-by-market-cap\">shipping<span style=\"color: #000000;\">.<\/span><\/a><span style=\"color: #000000;\"> Parents can use this program to recycle Mega Bloks, old Barbie dolls, and Matchbox cars and games to Mattel\u2019s collection sites for<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-waste-disposal-companies-in-the-world-by-market-cap\">recycling and reuse<\/a><span style=\"color: #000000;\">. The toymaker released certified carbon-neutral toys in 2022, and the Tesla Roadster, made from 99%<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/top-renewable-energy-companies-in-the-world-by-revenue\">recycled materials.<\/a> <span style=\"color: #000000;\">[<\/span><a href=\"https:\/\/corporate.mattel.com\/citizenship?_gl=1*k83g4s*_up*MQ..*_ga*ODY3NDAxNDMwLjE3NDM2NzM2NjU.*_ga_6TREHF7P2E*MTc0MzY3MzY2NC4xLjAuMTc0MzY3MzY2NC4wLjAuNjA5NjA5MzUy\" target=\"_blank\" rel=\"noopener\">19<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n<p><span style=\"color: #000000;\">Mattel strives to create a sustainable future for young people through toy repair, reuse, and recycling schemes. It is committed to<\/span> <a href=\"https:\/\/bullfincher.io\/ranking\/largest-waste-companies-in-the-world-by-market-cap\">reducing its products\u2019 impact<\/a> <span style=\"color: #000000;\">on the planet. In 2021, Mattel increased recycled PET (polyethylene terephthalate) in its window cartons and blister packs from 25% to 30%. The brand expanded its How2Recycle label usage on packaging in the US and Canada and <strong>achieved 97.9% recycled or FSC-certified content<\/strong> in the paper and wood fiber. It also achieved zero-waste packaging for Mega Bloks Big Building Bag. \u201c<em>Our goal is to contribute to a more diverse, equitable, inclusive, and sustainable future<\/em>,\u201d said CEO Ynon Kreiz. [<\/span><a href=\"https:\/\/sustainabilitymag.com\/articles\/Mattels-sustainability-goals-promote-planet-positive-play\" target=\"_blank\" rel=\"noopener\">20<\/a><span style=\"color: #000000;\">]<\/span><\/p>\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-references\">References<\/h3>\n\n\n<ol>\n<li>Davies, K. (2025, Mar 19). <a href=\"https:\/\/www.statista.com\/statistics\/198722\/international-revenue-of-mattel-by-region\/#:~:text=Among%20the%20brands%20that%20Mattel,billion%20U.S.%20dollars%20in%20revenue\" target=\"_blank\" rel=\"noopener\">Sales of Mattel worldwide 2018-2024, by region<\/a>. Statista<\/li>\n<li>Davies, K. (2025, Jan 14). <a href=\"https:\/\/www.statista.com\/statistics\/198835\/total-reveue-of-us-toy-manufacturer-mattel-by-brand-since-2008\/\" target=\"_blank\" rel=\"noopener\">Gross sales of US toy manufacturer Mattel in 2023 by brand<\/a>. Statista<\/li>\n<li>Mattel, Inc. <a href=\"https:\/\/corporate.mattel.com\/about-us\" target=\"_blank\" rel=\"noopener\">About us: Our mission<\/a>. Mattel.com<\/li>\n<li>LaPorte, N. (2024, Mar 19). <a href=\"https:\/\/www.fastcompany.com\/91038650\/mattel-most-innovative-companies-2024\" target=\"_blank\" rel=\"noopener\">Most Innovative Companies 2024<\/a>. Fast Company<\/li>\n<li>McLoughlin, J. (2025, Feb 20). <a href=\"https:\/\/www.logisticsmanager.com\/less-than-40-of-mattel-toys-to-be-produced-in-china-in-2025-as-trade-war-concerns-grow\/\" target=\"_blank\" rel=\"noopener\">\u201cLess than 40%\u201d of Mattel toys to be produced in China in 2025, as trade war concerns grow<\/a>. Logistics Manager<\/li>\n<li>Mattel, Inc. (2025, Mar 24). <a href=\"https:\/\/corporate.mattel.com\/news\/mattel-and-disney-renew-multi-year-global-licensing-agreement-for-toy-story-franchise\" target=\"_blank\" rel=\"noopener\">Mattel and Disney Renew Multi-Year Global Licensing Agreement for Toy Story Franchise<\/a>. Mattel.com<\/li>\n<li>Battle, T. (2025, Feb 28). <a href=\"https:\/\/toybook.com\/mattel-barbie-2025-music-dolls-news\/\" target=\"_blank\" rel=\"noopener\">Mattel Celebrates Music with New Barbie Career and Role Model Dolls<\/a>. Toy Book<\/li>\n<li>Mattel, Inc. (2023, Aug 7). <a href=\"https:\/\/corporate.mattel.com\/news\/mattel-adventure-park-set-for-2024-opening\" target=\"_blank\" rel=\"noopener\">Mattel Adventure Park is set for the 2024 opening, featuring a first-of-its-kind Hot Wheels Bone Shaker Rollercoaster<\/a>. Mattel.com<\/li>\n<li>Mattel, Inc. <a href=\"https:\/\/corporate.mattel.com\/purposeful-play\" target=\"_blank\" rel=\"noopener\">Purposeful Play<\/a>. Mattel.com<\/li>\n<li>TA Staff (2024, Jun 12). <a href=\"https:\/\/www.toyassociation.org\/PressRoom2\/News\/2024_News\/mattel-recognized-for-its-leadership-by-california-state-legislature-for-international-day-of-play.aspx\" target=\"_blank\" rel=\"noopener\">Mattel was Recognized for its Leadership by the California State Legislature for International Day of Play Initiatives<\/a>. The Toy Association<\/li>\n<li>Mattel, Inc. <a href=\"https:\/\/corporate.mattel.com\/about-us\" target=\"_blank\" rel=\"noopener\">About us: Our purpose<\/a>. Mattel.com<\/li>\n<li>Mattel Inc. (2024, Aug 30). <a href=\"https:\/\/corporate.mattel.com\/news\/barbie-launches-new-brand-campaign-championing-parents-belief-in-kids-potential\" target=\"_blank\" rel=\"noopener\">Barbie Launches New Brand Campaign Championing Parents\u2019 Belief in Kids\u2019 Potential<\/a>. Mattel.com<\/li>\n<li>Mattel, Inc. (2024, Oct 16). <a href=\"https:\/\/www.businesswire.com\/news\/home\/20241016547476\/en\/Hot-Wheels-Ignites-New-Challenge-Accepted-Platform-Dedicated-to-Building-Resilience-and-Fostering-a-Growth-Mindset-in-Children\" target=\"_blank\" rel=\"noopener\">Hot Wheels Ignites New \u201cChallenge Accepted\u201d Platform Dedicated to Building Resilience and Fostering a Growth Mindset in Children<\/a>. Business Wire<\/li>\n<li>Mattel, Inc. <a href=\"https:\/\/corporate.mattel.com\/about-us\" target=\"_blank\" rel=\"noopener\">About us: Brand promise<\/a>. Mattel.com<\/li>\n<li>Sutton, A. (2024, Nov 25). <a href=\"https:\/\/www.waywedo.com\/blog\/quality-control-mattels-wicked-mistake\/\" target=\"_blank\" rel=\"noopener\">Quality Control: Don\u2019t Replicate Mattel\u2019s \u2018Wicked\u2019 Mistake<\/a>. Way We Do<\/li>\n<li>Mattel, Inc. <a href=\"https:\/\/corporate.mattel.com\/product-quality-and-safety\" target=\"_blank\" rel=\"noopener\">Product Quality and Safety<\/a>. Mattel.com<\/li>\n<li>Mattel, Inc. (2022, Apr 14). <a href=\"https:\/\/corporate.mattel.com\/business-model-innovation\" target=\"_blank\" rel=\"noopener\">Business Model Innovation: Circularity<\/a>. Mattel.com<\/li>\n<li>Verdon, J. (2022, Jun 7). <a href=\"https:\/\/www.forbes.com\/sites\/joanverdon\/2022\/06\/07\/mattel-continues-its-efforts-to-get-greener-by-expanding-its-toy-recycling-program\/\" target=\"_blank\" rel=\"noopener\">Mattel Continues Its Efforts To Be Greener By Expanding Its Toy Recycling Program<\/a>. Forbes<\/li>\n<li>Mattel, Inc. <a href=\"https:\/\/corporate.mattel.com\/citizenship?_gl=1*k83g4s*_up*MQ..*_ga*ODY3NDAxNDMwLjE3NDM2NzM2NjU.*_ga_6TREHF7P2E*MTc0MzY3MzY2NC4xLjAuMTc0MzY3MzY2NC4wLjAuNjA5NjA5MzUy\" target=\"_blank\" rel=\"noopener\">Citizenship: ESG Strategy<\/a>. Mattel.com<\/li>\n<li>King, C. (2023, Jul 31). <a href=\"https:\/\/sustainabilitymag.com\/articles\/Mattels-sustainability-goals-promote-planet-positive-play\" target=\"_blank\" rel=\"noopener\">Mattel\u2019s sustainability goals promote net zero play<\/a>. Sustainability Magazine<\/li>\n<li>Featured Image by <a href=\"https:\/\/unsplash.com\/@mechtasbivaetsa\" target=\"_blank\" rel=\"noopener\">Elena Mishlanova<\/a><\/li>\n<\/ol>","protected":false},"excerpt":{"rendered":"<p>Products &amp; Services: Toys | Entertainment Content | Consumer Products | Digital &amp; Live Experiences Competitors: Hasbro | Lego | Bandai Namco | GTX | Vtech | Spin Master | Funko | LeapFrog | Walt Disney | Pixar Animation Studios | MGA Entertainment | Carnival Corporation Did you know? Mattel\u2019s iconic President Barbie doll has [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":3546,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[],"class_list":["post-3544","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mission-statement"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v25.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Blog - Bullfincher<\/title>\n<meta name=\"description\" content=\"What is Mattel\u2019s mission statement? How does Mattel achieve its mission and purpose, fulfill its brand promise, and implement its sustainability strategy? Learn how Mattel\u2019s mission, purpose, commitments, and sustainability efforts drive growth and success. 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