Mattel advertising spend, FY2025

Mattel (MAT) reported $522M of advertising expense for the fiscal year ended Dec 31, 2025. That is 9.8% of revenue of $5.3B. Up 2.9% from FY2024.

Ad spend, FY2025
$522M
year ended Dec 31, 2025
Change vs prior year
+2.9%
vs FY2024
Share of revenue
9.8%
of $5.3B revenue
Rank by ad spend
#122
of 336 companies

Key facts

  • Ad spend is 27% below its FY2015 level ($718M); revenue is 6% lower.
  • The highest year on file is FY2013 at $750M; FY2025 is 30% below it.
  • Largest increase +8.0% in FY2011; largest cut -18.4% in FY2018.
  • Ad spend is 9.8% of revenue, down from 11.5% in FY2020.
  • Mattel spends more on advertising than 64% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.9x the median of 5.2%.

Ad spend by fiscal year

$0 $200M $400M $600M $800M FY2007 (ended 2007-12-31): $709M 2007 FY2008 (ended 2008-12-31): $719M FY2009 (ended 2009-12-31): $610M FY2010 (ended 2010-12-31): $647M 2010 FY2011 (ended 2011-12-31): $699M FY2012 (ended 2012-12-31): $718M FY2013 (ended 2013-12-31): $750M 2013 FY2014 (ended 2014-12-31): $733M FY2015 (ended 2015-12-31): $718M FY2016 (ended 2016-12-31): $635M 2016 FY2017 (ended 2017-12-31): $642M FY2018 (ended 2018-12-31): $524M FY2019 (ended 2019-12-31): $550M 2019 FY2020 (ended 2020-12-31): $526M FY2021 (ended 2021-12-31): $546M FY2022 (ended 2022-12-31): $534M 2022 FY2023 (ended 2023-12-31): $525M FY2024 (ended 2024-12-31): $507M FY2025 (ended 2025-12-31): $522M 2025 $522M

Ad spend as % of revenue

0% 5% 10% 15% FY2007 (ended 2007-12-31): 11.9% 2007 FY2008 (ended 2008-12-31): 12.2% FY2009 (ended 2009-12-31): 11.2% FY2010 (ended 2010-12-31): 11.1% 2010 FY2011 (ended 2011-12-31): 11.2% FY2012 (ended 2012-12-31): 11.2% FY2013 (ended 2013-12-31): 11.6% 2013 FY2014 (ended 2014-12-31): 12.2% FY2015 (ended 2015-12-31): 12.6% FY2016 (ended 2016-12-31): 11.6% 2016 FY2017 (ended 2017-12-31): 13.2% FY2018 (ended 2018-12-31): 11.6% FY2019 (ended 2019-12-31): 12.2% 2019 FY2020 (ended 2020-12-31): 11.5% FY2021 (ended 2021-12-31): 10.0% FY2022 (ended 2022-12-31): 9.8% 2022 FY2023 (ended 2023-12-31): 9.6% FY2024 (ended 2024-12-31): 9.4% FY2025 (ended 2025-12-31): 9.8% 2025 9.8%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $522M +2.9% $5.3B 9.8% MarketingAndAdvertisingExpense 10-K Feb 23, 2026
FY2024 Dec 31, 2024 $507M -3.3% $5.4B 9.4% MarketingAndAdvertisingExpense 10-K Feb 23, 2026
FY2023 Dec 31, 2023 $525M -1.8% $5.4B 9.6% MarketingAndAdvertisingExpense 10-K Feb 23, 2026
FY2022 Dec 31, 2022 $534M -2.1% $5.4B 9.8% MarketingAndAdvertisingExpense 10-K Feb 26, 2025
FY2021 Dec 31, 2021 $546M +3.8% $5.5B 10.0% MarketingAndAdvertisingExpense 10-K Mar 15, 2024
FY2020 Dec 31, 2020 $526M -4.4% $4.6B 11.5% MarketingAndAdvertisingExpense 10-K Feb 22, 2023
FY2019 Dec 31, 2019 $550M +4.9% $4.5B 12.2% MarketingAndAdvertisingExpense 10-K Feb 28, 2022
FY2018 Dec 31, 2018 $524M -18.4% $4.5B 11.6% MarketingAndAdvertisingExpense 10-K Feb 25, 2021
FY2017 Dec 31, 2017 $642M +1.2% $4.9B 13.2% MarketingAndAdvertisingExpense 10-K Feb 25, 2020
FY2016 Dec 31, 2016 $635M -11.5% $5.5B 11.6% MarketingAndAdvertisingExpense 10-K/A Nov 12, 2019
FY2015 Dec 31, 2015 $718M -2.1% $5.7B 12.6% MarketingAndAdvertisingExpense 10-K Feb 27, 2018
FY2014 Dec 31, 2014 $733M -2.3% $6B 12.2% MarketingAndAdvertisingExpense 10-K Feb 23, 2017
FY2013 Dec 31, 2013 $750M +4.5% $6.5B 11.6% MarketingAndAdvertisingExpense 10-K Feb 25, 2016
FY2012 Dec 31, 2012 $718M +2.7% $6.4B 11.2% MarketingAndAdvertisingExpense 10-K Feb 25, 2015
FY2011 Dec 31, 2011 $699M +8.0% $6.3B 11.2% AdvertisingExpense 10-K Feb 23, 2012
FY2010 Dec 31, 2010 $647M +6.2% $5.9B 11.1% AdvertisingExpense 10-K Feb 23, 2012
FY2009 Dec 31, 2009 $610M -15.2% $5.4B 11.2% AdvertisingExpense 10-K Feb 23, 2012
FY2008 Dec 31, 2008 $719M +1.5% $5.9B 12.2% MarketingAndAdvertisingExpense 10-K Feb 24, 2011
FY2007 Dec 31, 2007 $709M n/a $6B 11.9% MarketingAndAdvertisingExpense 10-K Feb 24, 2010

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Earlier years use a different tag. The Tag column above shows which one applies to each year.

Compared with similar spenders

The 6 companies closest to Mattel in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
119 Teladoc Health $546M 21.6% -8.2% FY2025
120 News Corp $545M 6.0% +7.9% FY2026
121 Albertsons Companies $525M 0.6% -1.0% FY2026
122 Mattel $522M 9.8% +2.9% FY2025
123 Chime Financial $510M 23.3% +11.7% FY2025
124 Under Armour $502M 10.1% -8.7% FY2026
125 EverQuote $501M 72.3% +45.1% FY2025

Full ranking of 336 companies · Biggest increases #205

Questions

How much does Mattel spend on advertising?

Mattel spent $522M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 23, 2026.

What percentage of revenue does Mattel spend on advertising?

9.8% of revenue in fiscal 2025 ($522M of $5.3B). The median across the 336 companies tracked is 5.2%.

Is Mattel spending more on advertising?

Yes. Ad spend rose 2.9% in fiscal 2025 from fiscal 2024.

How does Mattel rank by advertising spend?

#122 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Mattel's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2025, filed Feb 23, 2026
Accession number
0001628280-26-010716
Company
MATTEL INC /DE/, CIK 63276, SIC 3942 (Dolls & Stuffed Toys)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Mattel advertising spend, FY2007-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 23, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/mattel/advertising-spend/
Download
CSV, all years · CSV, all 336 companies