Barbie maker raises prices in the US by 42%. Trump tariffs will cost Mattel $270 million
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American toymaker Mattel, known for its Barbie dolls, announced that it would raise prices for its products in the United States due to new tariffs on imports from China , the company said in its first-quarter financial report.

Mattel explained that the tariffs have not affected its profits since the beginning of the year, but they could cause the company significant losses in the future.

In order to avoid them, Mattel plans to move some production from China to other countries, as well as raise prices for some toys in the US.

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According to the Toy Association, cited by CNN, almost 80% of all toys sold in the US are made in China.

Mattel CFO Anthony DiSilvestro told the publication that the tariffs will cost the company about $270 million this year.

According to an analysis by Telsey Advisory Group, the price of a Barbie doll in a swimsuit at Target stores increased by 42.9% in the week to mid-April, to $14.99.

The company's CEO, Inon Kreis, said that despite the new tariffs, 40-50% of Mattel's toys will still cost no more than $20.

At the same time, he called for the complete abolition of tariffs on toys worldwide: "Zero tariffs are the greatest chance to give access to play to as many children and families as possible."

Mattel currently manufactures toys in seven countries. By 2025, the company plans to reduce the share of production in China to less than 40% (currently the industry average is about 80%), and by 2026, it plans to reduce imports into the United States from China to less than 15%.

This figure should fall below 10% by 2027. The company is already moving production of 500 toy models from China to other countries.

Due to market instability, Mattel, like many other companies, has temporarily withdrawn its forecast for the entire year 2025.