North American Region was Mattel’s largest region in fiscal 2025, bringing in $3.00B of $5.35B (56%).
| Geography | FY 2008 | FY 2018 | FY 2019 | FY 2020 | FY 2021 | FY 2022 | FY 2023 | FY 2024 | FY 2025 |
|---|---|---|---|---|---|---|---|---|---|
| Worldwide | — | — | — | — | |||||
| North American Region | $3.21B | $3.21B | $3.17B | $3.00B | |||||
| 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 | |||||
| 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 2025, bringing in $3.00B of $5.35B (56%).
| Segment | 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 | ||||||
| International | $2.22B | $2.23B | $2.21B | $2.35B | ||||||
| International Region | — | — | — | — | ||||||
| American Girl | — | — | — | — | ||||||
| Sales Adjustments | — | — | — | — | ||||||
| Reconciling Adjustments | — | — | — | — | ||||||
| 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%.
Other was Mattel’s largest product and service line in fiscal 2017, bringing in $2.41B of $4.88B (49%).
| Product and Service | FY 2016 | FY 2017 |
|---|---|---|
| Other | — | $2.41B |
| Toy Box | $2.17B | — |
| Fisher-Price & Thomas & Friends | $1.55B | $1.37B |
| Barbie | $971.80M | $954.89M |
| Hot Wheels | $796.97M | $777.34M |
| Sales Adjustments | — | -$632.63M |
| Total | $5.48B | $4.88B |
Mattel brought in $4.88B from its five product and service lines in fiscal 2017, the year ended December 31, 2017. Mattel regrouped these lines after fiscal 2016, so the total does not compare directly with that year's $5.48B. Other was the largest at $2.41B (49.4%), ahead of Fisher-Price & Thomas & Friends at $1.37B (28.1%) and Barbie at $954.89M (19.6%). The remaining line, Hot Wheels, brought in $777.34M.
Compared with fiscal 2016, every line above 2% of revenue shrank. Barbie held up best, down 1.7% to $954.89M, and Fisher-Price & Thomas & Friends fell the most, down 11.4% to $1.37B.
Mattel began breaking out Other in fiscal 2017 and Sales Adjustments in fiscal 2017. Mattel stopped reporting Toy Box as a separate line after fiscal 2016, when it brought in $2.17B. The total is net of Sales Adjustments, which took $632.63M off revenue in fiscal 2017.
Mattel (MAT) reports its revenue by geography, by segment and by product and service. In fiscal 2025, North American Region was its largest region, bringing in $3.00B (56.1% of the total), followed by Emea at $1.34B (25.1%).
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.
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.
Other was Mattel's largest product and service line in fiscal 2017, bringing in $2.41B, or 49.4% of the $4.88B total across its five product and service lines.
Among Mattel's regions that make up at least 2% of revenue, Asia Pacific grew fastest in fiscal 2025, up 10.8% from $362.82M to $401.89M.
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 geography 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.