The toy manufacturer Mattelknown worldwide for its brands Barbie y Hot Wheelsannounced an increase in prices of some of its products in the United States and the acceleration of its strategy to reduce dependence on products manufactured in China. This decision responds to the impact of the new duty established by the administration of the former president Donald Trump and the volatility of the global macroeconomic environment.
The company, based in Californiafaces additional costs estimated at 270 million dollars By 2025, derived from duty applied to imported products from China. According to statements from its executives, Mattel is implementing mitigation measures that include price settings, diversification of its supply and reduction chain. These actions seek to maintain the financial and operational stability of the company in a complex commercial context.
Mattel’s financial director, Anthony DiSilvestrohe declared to Reuters That, although the tariffs did not affect the financial results of the first quarter of 2025, significant challenges are anticipated for the rest of the year. Dysilvestro indicated that the measures taken will allow absorbing the potential impact of additional costs and guaranteeing products during the most demand seasons.
According to Fox Businessthe administration Trump reactivated and expanded the duty About imported products from China as part of its commercial strategy. These levies affect various industries, including the toy sectorand have generated interruptions in the production and sending of goods to the United States.
The executive director of Mattel, Ynon radiateexplained to Reuters than the duty They have caused disruptions throughout the toy industry. Kreiz added that many companies have stopped the production and sending of products to the United States as a direct consequence of these rates. In addition, Mattel’s support expressed to the efforts of the Toy Associationwhich advocates the total elimination of tariffs for imported toys.
According to data from Reuters, Mattel currently imports around 20% of the products he sells in the United States from China. However, the company has established a goal to reduce that figure to less than 15% in 2026 and subsequently less than 10% by 2027. This change is part of a broader strategy of diversification of your supply chain.
According to Supply Chain Divehe 40% Mattel’s world production production is currently done in Chinaa considerably lower proportion to the average of the industry, which is located in 77%. The company also announced that no country will represent more than 25% of its world production by 2027.
Mattel has started the transfer of the production of approximately 500 products To other countries. Supply Chain Dive He informed that a significant part of that production will be relocated to Indiawhere the manufacture of the popular card game will be increased A. This measure seeks to reduce the exposure of the company to risks associated with the concentration of production in a single country.
The medium Logistics Manager He pointed out that Mattel will close one of its four factories in China Before finishing 2025. This decision will further reduce direct manufacturing capacity in that country, leaving only an operational plant. In addition, the company has declared that its plans aim to substantially reduce the production proportion made in China For the next few years.
Mattel also produces and imports toys like Barbie y Hot Wheels from Indonesia, Malaysia y Thailand. These three countries were subject to duty by the administration Trumpalthough these rates were temporarily suspended in April 2025 for a 90 -day review period, he reported Reuters.
US News He indicated that the company continues to transfer part of its production to countries with lower tariff risks, such as India, Vietnam e Indonesiafollowing a trend observed throughout the toy industry.
The Toy Association He warned, he reported The Guardianthat duty They could cause price increases for US consumers. This situation could limit access to toys during key shopping seasons, such as Christmas.
During a public statement cited by Fox Businessthe former president Donald Trump He acknowledged that the duty They could reduce the amount of toys available and raise their prices. Trump declared: “Maybe the children will have two dolls instead of thirty, and those two wrists could cost a couple more dollars than they would normally cost.”
Despite the challenges derived from duty and of the reorganization of its supply chain, Mattel reported Net sales of 827 million dollars in the first quarter of 2025. The company registered a loss adjusted by action lower than expected, as reported Reuters.
Besides, US News He pointed out that Mattel executed a repurchase of shares for a value of 160 million dollars during the first quarter and maintains its objective of repurcharging actions for a total of 600 million dollars For the whole year.
The impact of tariff policies is not limited to Mattel. Other toys manufacturers, such as Entertainment y HasbroThey are also adjusting their production strategies to reduce their exposure to duty related to China. According to Reuters, Mga plans to transfer a considerable part of its production to India, Vietnam e Indonesia.
The Guardian He also stressed that these measures reflect a broader trend in the toy sectorwhere companies seek to minimize the risks derived from fluctuations in commercial policies and production costs.
