In 2025, Mattel's North America segment generated about  billion U.S. dollars in revenue. Mattel is an American multinational toy manufacturing company founded in 1945 and headquartered in El Segundo, California.Â
How does Mattel compare to other toy manufacturers?
In 2024, Mattel had the third highest revenue of all major toy companies worldwide. That year, Bandai Namco was the second-largest major toy manufacturer generating nearly  billion U.S. dollars in revenue. In addition to being a toy company, Bandai Namco is a Japanese video game developer and publisher, known for producing popular games such as Tekken, Pac-Man, Dark Souls, and games of the Dragon Ball franchise. The highest-earning toy manufacturer, however, was LEGO, a Danish plastic brick toy company that has spawned video games, movie franchises, and an amusement park known as Legoland.
Over the years, Mattel has decreased its global advertising expenditure considerably, from around million U.S. dollars in 2013 annually to roughly to million in the last seven years. Still, Mattel produces some of the most popular and well-known toy brands in the world, such as Barbie and Hot Wheels, the latter of which has enjoyed increasing sales figures in the past few years.
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