The David Rubenstein Show Ynon Kreiz
Dec 12, 2025
Ynon Kreiz, the Chairman and CEO of Mattel, shares his vision of transforming the toy giant into a major player in entertainment and brand management. He discusses the pivot away from Chinese manufacturing and the importance of adapting to retail dynamics. Kreiz highlights Barbie’s cultural relevance and discusses the thriving franchise of Hot Wheels, which extends into car culture. Additionally, he reveals exciting upcoming films, including a new Barbie project, and explores a partnership with OpenAI to enhance product innovation.
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Diversify Manufacturing To Reduce Risk
- Mattel deliberately reduced reliance on China to create a flexible global manufacturing footprint.
- By 2027 no single country will account for more than 25% of Mattel's manufacturing to mitigate concentration risk.
Use Flexibility To Offset Tariff Impact
- Use diversified sourcing and flexible production to absorb tariff shocks and cost changes.
- Optimize production across seven countries so you can modulate supply in response to trade shifts.
Build Ecosystems Around Toys
- Hot Wheels is now Mattel's top-selling product and the toy industry's best-selling item.
- The brand succeeds by creating a full ecosystem: tracks, content, games, events, and location-based experiences.