BREAKING: Mattel, the renowned toymaker behind iconic brands like Barbie and Hot Wheels, is laying off 89 workers at its El Segundo headquarters. This decision, part of a major restructuring of its global brands team, comes as the company aims to cut costs and enhance profitability.
In a letter filed with the state’s Employment Development Department on November 13, 2025, Karen Ancira, Mattel’s executive vice president and chief people officer, confirmed that the layoffs will begin on January 12, 2026. Ancira expressed the company’s appreciation for its employees, stating, “We greatly value the contributions of all our employees and do not take any action regarding our workforce lightly.”
This restructuring is part of a broader cost-cutting initiative that Mattel began last year, targeting $200 million in savings by the end of 2026. The layoffs reflect the company’s response to the potential impacts of President Donald Trump’s tariffs on global imports and a shift towards a more integrated marketing strategy.
A spokesperson for Mattel revealed that the affected positions primarily belong to the global brands team, which includes roles in brand marketing, franchise marketing, product design, and senior management. This restructuring follows a previous round of layoffs in March 2025, which saw 120 workers let go across various departments, including marketing and information technology.
The latest layoffs are part of Mattel’s new brand-centric organizational structure, designed to better leverage resources and enhance brand management strategies. This shift includes the promotion of Roberto Stanichi, a 20-year veteran of the company, to the newly created role of executive vice president and chief global brand officer, tasked with leading this initiative.
As Mattel navigates these challenging changes, the impact on employees and their families underscores the human cost of corporate restructuring. The urgency of these developments highlights the rapidly changing landscape of the toy industry, where companies must continuously adapt to remain competitive.
Stay tuned for further updates on this developing story as Mattel implements these significant changes to its workforce and strategy.
