North America was Mattel’s largest segment in fiscal 2025, bringing in $3.00B of $5.35B (56%).
| Segment | FY 2008 | FY 2009 | FY 2010 | FY 2011 | FY 2012 | FY 2013 | FY 2014 | FY 2015 | FY 2016 | FY 2017 | FY 2018 | FY 2019 | FY 2020 | FY 2021 | FY 2022 | FY 2023 | FY 2024 | FY 2025 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| North America | $3.21B | $3.21B | $3.17B | $3.00B | ||||||||||||||
| Mattel Girls & Boys Brands | — | — | — | — | ||||||||||||||
| International | $2.22B | $2.23B | $2.21B | $2.35B | ||||||||||||||
| International Region | — | — | — | — | ||||||||||||||
| Fisher-Price Brands | — | — | — | — | ||||||||||||||
| Europe | — | — | — | — | ||||||||||||||
| Latin America | — | — | — | — | ||||||||||||||
| American Girl Brands | — | — | — | — | ||||||||||||||
| Asia Pacific | — | — | — | — | ||||||||||||||
| American Girl | — | — | — | — | ||||||||||||||
| Other Geographic Area | — | — | — | — | ||||||||||||||
| Other International | — | — | — | — | ||||||||||||||
| Other | — | — | — | — | ||||||||||||||
| Other Worldwide Revenue | — | — | — | — | ||||||||||||||
| Total | $5.43B | $5.44B | $5.38B | $5.35B |
Mattel brought in $5.35B from its two segments in fiscal 2025, the year ended December 31, 2025. That was down 0.6% from $5.38B in fiscal 2024. North America was the largest at $3.00B (56.1%), ahead of International at $2.35B (43.9%).
Compared with fiscal 2024, International grew 6.1% to $2.35B, while North America fell 5.3% to $3.00B. From fiscal 2022 to 2025, combined revenue from these segments fell from $5.43B to $5.35B, a compound annual decline of 0.5%. North America's share of the total fell from 59.2% to 56.1%.
North American Region was Mattel’s largest region in fiscal 2025, bringing in $3.00B of $5.35B (56%).
| Geography | FY 2008 | FY 2009 | FY 2010 | FY 2011 | FY 2012 | FY 2013 | FY 2014 | FY 2015 | FY 2016 | FY 2017 | FY 2018 | FY 2019 | FY 2020 | FY 2021 | FY 2022 | FY 2023 | FY 2024 | FY 2025 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| North American Region | $3.21B | $3.21B | $3.17B | $3.00B | ||||||||||||||
| North America | — | — | — | — | ||||||||||||||
| United States | — | — | — | — | ||||||||||||||
| Worldwide | — | — | — | — | ||||||||||||||
| International | — | — | — | — | ||||||||||||||
| Europe | — | — | — | — | ||||||||||||||
| Emea | $1.32B | $1.24B | $1.24B | $1.34B | ||||||||||||||
| Latin America | $590.96M | $658.02M | $608.22M | $602.54M | ||||||||||||||
| Asia Pacific | $304.60M | $331.28M | $362.82M | $401.89M | ||||||||||||||
| Global Emerging Markets | — | — | — | — | ||||||||||||||
| Total | $5.43B | $5.44B | $5.38B | $5.35B |
Mattel brought in $5.35B from its four regions in fiscal 2025, the year ended December 31, 2025. That was down 0.6% from $5.38B in fiscal 2024. North American Region was the largest at $3.00B (56.1%), ahead of Emea at $1.34B (25.1%) and Latin America at $602.54M (11.3%). The remaining region, Asia Pacific, brought in $401.89M.
Compared with fiscal 2024, Asia Pacific grew fastest, up 10.8% to $401.89M, while North American Region fell the most, down 5.3% to $3.00B. From fiscal 2022 to 2025, combined revenue from these regions fell from $5.43B to $5.35B, a compound annual decline of 0.5%. North American Region's share of the total fell from 59.2% to 56.1%.
North America was Mattel’s largest segment in fiscal 2010, bringing in $3.19B of $6.39B (50%).
| Segment By Type | FY 2010 |
|---|---|
| North America | $3.19B |
| International | $2.68B |
| American Girl | $517.03M |
| Total | $6.39B |
Mattel brought in $6.39B from its three segments in fiscal 2010, the year ended December 31, 2010. North America was the largest at $3.19B (50.0%), ahead of International at $2.68B (42.0%) and American Girl at $517.03M (8.1%).
Mattel (MAT) reports its revenue by segment, by geography and by segment by type. In fiscal 2025, North America was its largest segment, bringing in $3.00B (56.1% of the total), followed by International at $2.35B (43.9%).
North America was Mattel's largest segment in fiscal 2025, bringing in $3.00B, or 56.1% of the $5.35B total across its two segments.
North American Region was Mattel's largest region in fiscal 2025, bringing in $3.00B, or 56.1% of the $5.35B total across its four regions.
International grew faster than North America in fiscal 2025, up 6.1% from $2.21B to $2.35B. North America fell 5.3% to $3.00B.
Every figure comes from Mattel's annual financial filings, as reported. Each line keeps the name Mattel gives it, and years follow its fiscal calendar.
Mattel's revenue by segment goes back to fiscal 2008, with figures through fiscal 2025. The latest four fiscal years are free to view, and the full history is available with a Business Quant subscription.