Mattel Global Consumer Privacy Statement

November 10, 2025

WHAT DOES THIS PRIVACY STATEMENT COVER?

At Mattel, we empower generations to explore the wonder of childhood and reach their full potential.

This Privacy Statement explains what Mattel does with your personal information and the rights you have over your data. It applies to personal information collected and processed by Mattel through our websites, applications, features, or other services that post a link to this Privacy Statement (collectively, the “Services”), as well as personal information collected and held by Mattel offline, which we may combine with online data.

WHO IS RESPONSIBLE FOR YOUR PERSONAL INFORMATION?
WHAT IS PERSONAL INFORMATION?
YOUR PRIVACY CHOICES
1. Opt Out of “Selling” or Sharing for Targeted Advertising (United States)
2. Opt Out of Cookies and Tracking Technologies
3. Universal Opt-Out Mechanism (Global Privacy Control (“GPC”))
4. Opt Out of Marketing Communications from Us
OUR COLLECTION, USE, AND DISCLOSURE OF PERSONAL INFORMATION
PERSONAL INFORMATION COLLECTED DIRECTLY FROM YOU
1. Create an Account
2. Authentication and Age Verification
3. Place an Order
4. Customer Support
5. Mattel And American Girl Catalogues
6. Digital Marketing Communications (Email, Social, SMS, Push Notifications)
7. Contests, Sweepstakes, And Other Promotions
8. Consumer Studies
9. Store Locations Video Monitoring (CCTV)
PERSONAL INFORMATION COLLECTED FROM THIRD PARTIES
PERSONAL INFORMATION AUTOMATICALLY COLLECTED THROUGH COOKIES AND SIMILAR TECHNOLOGIES
ADDITIONAL INFORMATION ON OUR USES AND DISCLOSURES OF PERSONAL INFORMATION
SPECIAL CATEGORIES OF PERSONAL INFORMATION (SENSITIVE DATA)
SECURITY OF PERSONAL INFORMATION
INTERNATIONAL TRANSFERS
DATA RETENTION
CHILDREN AND MINORS’ PERSONAL INFORMATION
CHANGES TO THIS PRIVACY STATEMENT
CONTACT US
REGION-SPECIFIC DISCLOSURES
1. Australia
2. Brazil
3. Canada
4. China
5. UK, EEA, and Switzerland
6. United States – State Laws

1. WHO IS RESPONSIBLE FOR YOUR PERSONAL INFORMATION?

This Privacy Statement is issued on behalf of Mattel, Inc., and its affiliates and subsidiaries (including, but not solely, Fisher-Price, Inc., American Girl Brands, LLC, HIT Entertainment Limited, Mega Brands Inc. their affiliate and subsidiaries). Mattel’s list of entities, affiliates, and subsidiaries that act as data controllers (the “Mattel Regional Data Controllers”) can be found in our Regional Data Controllers List.

For purposes of privacy and data protection laws, Mattel, Inc., is the ultimate data “controller” of your personal information, which means it is the entity that is responsible for deciding how your personal information is used and who gets to see it. When we mention “Mattel”, “we”, “us”, or “our”, we are talking about Mattel, Inc. In some cases, and depending on where you live, a local Mattel company will serve as the data controller for certain local processing activities. For more information about your local data controller please see the Mattel Regional Data Controllers page. When we mention “third parties,” we are talking about a non-Mattel company or group of companies.

If you have any questions about this Privacy Statement or our data processing practices, please contact Mattel Global Consumer Support.

2. WHAT IS PERSONAL INFORMATION?

When we say, “personal information,” we’re talking about any details that can be reasonably linked to you or otherwise used to identify you. This includes information you might share directly with us, like your name, phone number, or email when you create an account or make a purchase. It also includes information we might gather from your devices, like your computer or phone, when you visit our websites, apps, or social media pages. Personal information could also be things like your IP address or unique identifiers from your phone, which help us show you videos and content about our toys, movies, and games that we think you’ll enjoy. When permitted by law, we may also use AI tools to generate insights or inferences about you (for example, likely preferences or demographic attributes) based on the personal information we already hold. When we refer to “processing,” this means any operation performed on your personal information, such as collecting, using, storing, transferring (including cross-border transfers to other Mattel entities and third parties, as described in this Privacy Statement), disclosing, altering, or erasing your personal information.

We collect this information in various ways, either because you provide it directly to us, we automatically collect it when you use the Services, or sometimes we get the information with the help of other companies. Some of this information might be considered “sensitive” depending on the laws in your area (for example, a consumer may sign up for a newsletter based on pregnancy due date and we will use the information to customize the content they have requested).

For more detailed information about the personal information we collect, please review the Our Collection and Use of Personal Information and the Special Categories of Personal Information (Sensitive Data) sections of this Privacy Statement.

3. YOUR PRIVACY CHOICES

You may have certain privacy rights, such as the right to ask us what information we collect about you, how we use it, to have access to it, or even delete it. To learn more about the rights available to you, and to exercise such rights, please visit the Mattel Privacy Choice Portal. You can also review the Region-Specific Disclosures, which provides a breakdown of additional rights you have based on your jurisdiction. If you are a parent, please review our Privacy Notice for Parents and Children, which provides more information on the rights associated with children’s personal information.

You can also control your personal information in the following ways:

Opt Out of “Selling” or Sharing for Targeted Advertising (United States)
You can go to Do Not Sell or Share My Personal Information in the footer of the website to ask us not to “sell” your personal information and not to share your personal information for targeted advertising purposes. Please note that to exercise the right to opt-out of the “sale” and “sharing” of personal information through cookies and online tracking technologies, you also have to opt-out out of both Functional/Performance/Analytics and Advertising cookies using the Cookie Preferences Tool, a link to which is available in the footer of Mattel websites that have non-essential trackers. Please note that the Cookie Preferences tool is browser and website specific, so you must reset your preferences if you clear cookies, visit a different Mattel-owned website, or use a different browser or advice.
Opt Out of Cookies and Tracking Technologies
Some cookies are required to make our online offerings work, but others are optional. You can go to our Cookie Preferences Tool in the footer of the website you are visiting to control what types of cookies we may use when you access Mattel’s websites and other digital apps, or to opt-out of data “sales” or targeted advertising.
Universal Opt-Out Mechanism (Global Privacy Control (“GPC”))
Where available, you may choose to enable an online tool that automatically communicates your universal opt-out preferences, such as GPC. You can go to https://globalprivacycontrol.org/ to download the GPC web browser plugin that tells our websites your privacy preferences for cookies. We will honor your privacy rights according to the GPC signal you set.
Opt Out of Marketing Communications from Us
We provide you with the option to update your information or to opt out of marketing communications. You may opt out of marketing communications as set forth below.
- Emails. If you wish to opt out of marketing email messages that we send to you, you can unsubscribe through the opt-out mechanism included in each marketing email we send to you. Note that we reserve the right to send you certain email communications relating to your use of our websites, service announcements, notices of changes to this Privacy Statement or our other terms, or similar administrative or transactional messages, and these transactional account messages may be unaffected if you choose to opt out from e-mail marketing communications.
- Text Messages. If you sign up to receive SMS or MMS or RCS messages that may be offered on the Services, you may unsubscribe by replying “STOP.” Learn more about our Text Message Program.
- Push Notifications. If you have accepted push notifications through our mobile applications, you can turn off push notifications in your device settings.

4. OUR COLLECTION, USE, AND DISCLOSURE OF PERSONAL INFORMATION

We collect personal information in a variety of ways. For example, you may provide us with your personal information when you place an order, register for an account, make an online purchase, send us messages, subscribe to our mailing lists, newsletters, or other forms of marketing communications, or use some other feature of the Services.

We may link or combine your activities and information collected from you online with information we have collected from you offline, information we receive from third parties, as well as information we collect automatically through tracking technologies (as described below).

When you use the Services, we might also handle information that’s been scrubbed clean of anything that could point back to you or your household (this is called anonymization). Once your personal information has been anonymized, we will treat this data as non-personal data and will keep it anonymized and will not try to figure out who it belongs to. The only time we’d look into it is to make sure we’re following the rules about keeping information anonymous and to make sure that our anonymization process works.

We also use a technique called “pseudonymization” to help protect your privacy. This means we change or remove parts of the data that could identify you, but it still allows us or our partners to figure out who you are if really needed. Unlike completely anonymous data, pseudonymized data still has some hidden links to your identity, but those links are harder to trace. For clarity, we treat pseudonymized data like personal information and handle it according to this Privacy Statement.

The following sections set out the activities through which we may collect information, the category the personal information we may collect, how we may use it, and categories of third parties to whom we may disclose it for business purposes, and, if applicable, to whom it may be sold for valuable consideration or shared for cross-contextual targeted advertising (“targeted advertising”). If you are a resident of the EU or EEA, we also provide you with the legal basis for processing such information.

Note if you do not provide the necessary personal information to us (we will let you know when this is the case, for example, by making this information clear in our registration forms when something is required), we may not be able to provide you with our goods and/or services.

Children and Minors’ Personal Information

At Mattel, the safety and privacy of children and minors online is a top priority. We have implemented safety and privacy measures to ensure that children and minors, and their personal information, are protected while interacting with our products, Services, and online platforms. To prevent unintended access by children, certain features are equipped with age verification mechanisms.

To further protect personal information, we obtain parental consent where required by local regulations. We do not knowingly collect, store, use, or process personal information from children without obtaining parental consent.