Bloomberg Talks Mattel CEO Ynon Kreiz Talks Toy Industry, Supply Chain
Mar 12, 2026
Ynon Kreiz, Chairman and CEO of Mattel, leads the toy maker behind Barbie, Hot Wheels and Fisher-Price. He discusses supply-chain resilience and diversification. He describes explosive Hot Wheels and Barbie demand and pricing trends. He previews Mattel’s partnership with OpenAI and plans to use AI for product innovation and efficiency.
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Supply Chain As A Strategic Advantage
- Mattel views supply chain as a competitive advantage built to be flexible and modular.
- Ynon Kreiz says this diversification and expertise lets Mattel navigate disruptions like oil price swings and tariffs effectively.
Toy Industry Resilience And Growth
- The toy industry is resilient and grew in 23 of the last 25 years, driven by both price and value.
- Kreiz notes parents prioritize quality play and retailers treat toys as strategic traffic drivers, supporting continued growth.
Big Brands Stand Out In Ubiquitous Distribution
- Big brands grow more important as distribution widens because they stand out amid limitless shelf space.
- Kreiz frames Mattel's core strategy as leveraging strong IP to create experiences that engage fans globally.