Mattel — Online vs. Offline Split
Mattel's online and offline brand revenue totaled US$4,776m in 2025, of which 35% was generated online across all retailers combined.
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Mattel Revenue Online vs. Offline
- Mattel's online and offline revenue totaled US$4,776m in 2025.
- Online made up 35% of that total in 2025.
- Offline made up 65% of that total in 2025.
Sales Online vs. Offline (In Million US$)
2023
2024
4,776
3,086
1,690
2025- Online
- Offline
Mattel D2C Channel Mix
- Mattel's D2C Online revenue was US$368m in 2025.
- Mattel's D2C Offline revenue was US$0m in 2025.
- D2C Online is the larger of the brand's two D2C channels in 2025.
Brand Revenue – Channel Mix (In %)
7.7%
0.0%
- D2C Online
- D2C Offline
- Wholesale Online
- Wholesale Offline
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