URGENT UPDATE: Mattel, the iconic toymaker behind Barbie and Hot Wheels, has just announced the layoff of 89 workers at its El Segundo, California headquarters. This decision is part of a significant restructuring of its global brands team, set to take effect on January 12, 2026.
In a letter filed with the state’s Employment Development Department, Karen Ancira, Mattel’s executive vice president and chief people officer, emphasized the company’s deep appreciation for the contributions of all employees. “We greatly value the contributions of all our employees and do not take any action regarding our workforce lightly,” Ancira stated.
This restructuring follows a broader cost-cutting initiative aimed at achieving $200 million in savings by the end of 2026. The company has been bracing for potential impacts from tariffs imposed during the Trump administration, which have significantly affected global imports.
According to a spokesperson, the layoffs will impact various roles within the company’s global brands team, including brand marketing, design, and senior management positions. This development comes on the heels of previous layoffs in March, which saw 120 workers let go from diverse roles, including marketing and information technology.
The restructuring is part of Mattel’s strategic shift towards a more brand-centric organizational model designed to enhance brand management and drive growth. Recently, the company appointed Roberto Stanichi as the new executive vice president and chief global brand officer, a move intended to accelerate growth in its entertainment business.
As Mattel navigates these changes, the emotional impact on affected employees is significant, as many held senior positions within the company. The urgency of this announcement highlights a critical moment for Mattel as it seeks to adapt to an evolving market landscape.
For those watching the toy industry closely, this restructuring signals a pivotal shift in how Mattel plans to manage its brands moving forward. Industry analysts are keeping a close eye on the company’s next steps, particularly how they will implement their new marketing integration strategy.
Stay tuned for further updates as this situation develops.
