Mattel to keep roughly half of US toys below $20

Mattel’s goal is to keep prices as low as possible, according to executives. 

“We’re committed to the uninterrupted supply for a wide range of high-quality products and providing the right balance of price and value for our customers,” said Ruh, who joined the company roughly two months ago. 

With nearly 80% of toys imported to the U.S. coming from China, the category could prove to be especially vulnerable to the impact of tariffs. That is on top of a consumer base that is already stating prices will impact their purchasing behaviors during the back-to-school season, per an ICSC report. 

However, CEO Ynon Kreiz doesn’t see consumers as any more price sensitive compared to a year ago, as the company has been working “very closely with our retail partners when we consider pricing” headed into the second half of the year and the holiday season. 

The company expects the total tariff exposure for this year before any mitigating actions to be under $100 million. Mattel last quarter forecast a $270 million impact from tariffs. 

Mattel to keep roughly half of US toys below $20 | Retail Dive

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