Podcast Summary: Mattel CEO Ynon Kreiz Talks Toy Industry, Supply Chain
Podcast: Bloomberg Talks
Host: Bloomberg
Guest: Ynon Kreiz (CEO, Mattel)
Date: March 12, 2026
Episode Overview
This episode features a timely conversation with Mattel CEO Ynon Kreiz, recorded during the UBS Global Consumer and Retail Conference. With the toy giant facing geo-political and economic turbulence—including oil price volatility, supply chain disruptions, and shifts in global consumer behavior—Kreiz discusses the resilience and evolution of Mattel’s supply chain, perspectives on market dynamics, brand strategy, and the company’s innovations, including the integration of AI into product offerings.
Key Discussion Points & Insights
Navigating Geopolitical Uncertainty and Supply Chain Volatility
- Geopolitical Tensions and Oil Prices (01:24–02:02)
- Kreiz acknowledges uncertainty linked to the ongoing war in Iran and its possible impact on Mattel’s petroleum-based raw materials.
- Quote: “You know, like the rest of the world we are following developments... We believe over the next few days or a couple of weeks it will be easier to know where things are heading.” — Ynon Kreiz [01:24]
- Emphasizes Mattel’s adaptive and modular supply chain, allowing resilience against disruptions from COVID-19, tariffs, and now, geopolitical crises.
- Quote: “Typically when supply chain is tested, we stand out. It's not that we're insulated, but we have the system. We have the capabilities and expertise to navigate changing market conditions.” — Ynon Kreiz [02:02]
- Kreiz acknowledges uncertainty linked to the ongoing war in Iran and its possible impact on Mattel’s petroleum-based raw materials.
Toy Pricing, Demand, and Industry Resilience
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Toy and Game Price Fluctuations (02:37–03:14)
- Discussion includes recent price drops despite earlier spikes during tariff impositions.
- Kreiz underlines the industry’s sustained growth and the essential nature of play.
- Quote: “The toy industry is a growth industry. It grew in 23 out of the last 25 years... Parents will always prioritize spending money on their children, especially when it comes to quality product and trusted [brands].” — Ynon Kreiz [03:14]
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Consumer Behavior Amid Uncertainty (04:25–04:32)
- Kreiz shares that it’s too early to see behavioral effects from recent events, reiterating the enduring appeal of toys and big brands.
- Quote: “No, too early to tell. But as I said, this is an industry that is driven by innovation and big brands. The importance of big brands is higher than ever...” — Ynon Kreiz [04:32]
- Kreiz shares that it’s too early to see behavioral effects from recent events, reiterating the enduring appeal of toys and big brands.
Brand Power: The Hot Wheels Strategy
- Distribution Visibility & Brand Growth (05:19–05:53)
- The host questions why Hot Wheels has less shelf visibility than Barbie.
- Kreiz counters with impressive growth stats and details the brand’s multi-faceted strategy.
- Quote: “Hot Wheels achieved last year its eighth consecutive record high and we expect another strong double digit growth year for Hot Wheels in 2026 ... Hot Wheels is in every single one of [our 500,000 global stores]. Good news, bad news ... in some cases we cannot keep up with demand.” — Ynon Kreiz [05:53]
- Highlights expansion into new play patterns, targeting adult collectors, and lifestyle branding (e.g., the Legend Tour, mobile games, building sets).
Embracing Innovation: AI and Technology
- AI Partnerships and Responsible Integration (07:29–07:46)
- Mattel’s collaboration with Open Air to introduce AI into toys and operations.
- Quote: “We believe this will be a meaningful addition to how we work, how we innovate, how and how we do things more efficiently... In terms of integrating technology and AI into our product and experiences, we believe that this will represent an exciting way for us to... reinvent and amplify existing play patterns.” — Ynon Kreiz [07:46]
- Strong focus on responsible deployment, privacy, and safety.
- Mattel’s collaboration with Open Air to introduce AI into toys and operations.
Notable Quotes
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On Supply Chain Readiness:
“When supply chain is tested we stand out... it's not that we're insulated, but we have the system. We have the capabilities and expertise to navigate changing market conditions.” — Ynon Kreiz [02:02] -
On Toy Industry Resilience:
“The industry is healthy. Play is a fundamental human behavior... It is a strategic category for retailers and we expect the toy industry to continue to be resilient, not completely insulated, but resilient in challenging economic times.” — Ynon Kreiz [03:14] -
On Brand Strategy:
“Big brands are always going to stand out. And this is exactly the core part of our strategy: how do we leverage the strength of our brands ... to create experiences and product that stand out and continue to excite and delight fans all over the world.” — Ynon Kreiz [04:32] -
On Innovation & AI:
“We believe this [AI] will be a meaningful addition ... to how we do things more efficiently, more productively, faster, at lower cost. ... It's all down to innovation and changing paradigms and looking at new ways to reach and engage fans all over the world.” — Ynon Kreiz [07:46]
Memorable Moments
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Barbie vs. Hot Wheels Shelf Presence
The host humorously observes, “No one gave the message to my daughters,” referencing skepticism about children’s need for fewer toys in the Trump administration, and questions Hot Wheels availability compared to Barbie’s ubiquity. [02:37–05:19] -
Hot Wheels Building Sets Selling Out
Kreiz excitedly explains that Mattel “cannot keep up with demand” for Hot Wheels brickshop sets, underlining the unpredictability of hits with new product lines. [05:53]
Timestamps for Important Segments
- Supply Chain & Oil Price Impact: 01:24–02:37
- Toy Industry Growth & Resilience: 03:14–04:32
- Brand Strength and Shelf Visibility: 05:19–05:53
- Hot Wheels as a Lifestyle Brand: 05:53–07:29
- AI Partnership & Responsible Innovation: 07:29–08:57
Summary Takeaway
Ynon Kreiz presents Mattel as a resilient, innovative company anchored by its flexible supply chain and brand-driven strategy. Despite economic and geopolitical challenges, he projects confidence in the enduring strength of the toy industry, emphasizes the power of flagship brands like Barbie and Hot Wheels, and signals an ambitious push into AI-powered products and experiences—always with a mind to safety, responsibility, and customer delight.