Our Response to COVID-19

The global COVID-19 pandemic had a significant impact on our company, our employees, our consumers, our customers and our business partners. Our team persevered through a tumultuous period and demonstrated strong innovation, collaboration and execution. We prioritized protecting the health and safety of our employees and supporting parents, families, caregivers and children, while also mitigating the disruption of the pandemic to our business.

Protecting Our Employees

In order to protect the health and safety of our people, we transitioned employees who could work remotely to a work-from-home system and increased the use of virtual meeting technologies. We temporarily closed our American Girl retail stores and certain manufacturing facilities and distribution centers. When these locations were permitted by government authorities to reopen, we implemented stringent health and safety measures, process controls, operating procedures, and training that incorporated recommendations from global health organizations, including wearing facial coverings and maintaining safe physical distancing. In addition, for employees who returned to the workplace, we: 

  • Established COVID-19 safety and prevention programs, including a return-to-work playbook, and contingency plans and processes for exposure and confirmed cases.
  • Provided extensive training on COVID-19 procedures and protocols.
  • Enhanced disinfecting and sanitization routines and air filtration systems.
  • Implemented mandatory screenings, including temperature checks, and free on-site testing in high-risk communities.

Supporting Those Who Support Us

During the pandemic, we leveraged our resources to support doctors, nurses, emergency medical technicians (EMTs), delivery drivers, and other essential services workers. We manufactured personal protective equipment, including cloth face masks and face shields, to help meet the significant demand for these supplies.

#ThankYouHeroes Campaign

To honor the individuals leading the fight against COVID-19, as well as the everyday heroes working to keep our communities going, Mattel launched the #ThankYouHeroes campaign.  This multi-brand campaign is part of our broader ‘Play It Forward’ platform, which leverages Mattel’s iconic brands to drive awareness, cultural conversations, advocacy, and action in support of important societal issues, causes, and communities in need.

#ThankYouHeroes kicked off in April 2020 with a special-edition line of collectible action figures and Little People Community Champions. All net proceeds from the line were donated to #FirstRespondersFirst, an initiative created to support first-responder healthcare workers as they serve on the front lines of the pandemic. In May 2020, the line expanded to include items from MatchboxMega Construx, and UNO.

 

As part of #ThankYouHeroes, Mattel also unveiled an initiative from Barbie in support of the First Responders Children’s Foundation’s Toy Express Program, benefiting the children of first responders leading the fight against COVID-19. Mattel donated a Barbie doll for every eligible career doll sold at participating retailers. In total, we donated more than 30,000 dolls. Beyond Barbie, Mattel Children’s Foundation donated an estimated $1.75 million in toys to children of first responders through First Responders Children’s Foundation."

With COVID-19 having such an impact on people’s lives, play became even more essential.

Recognizing the pressing need among consumers, in March 2020, we launched the Mattel Playroom, a free online platform featuring play-from-home activities and content from Mattel’s portfolio of brands, along with educational offerings developed in collaboration with learning experts, to help parents and caregivers encourage kids to #KeepPlaying. The site averaged approximately 50,000 monthly visitors during the height of the pandemic in 2020, and since its launch through December 31, 2020, attracted more than 500,000 unique visitors, demonstrating its tremendous utility for parents and caregivers.

With COVID-19 having such an impact on people’s lives, play became even more essential.

Recognizing the pressing need among consumers, in March 2020, we launched the Mattel Playroom, a free online platform featuring play-from-home activities and content from Mattel’s portfolio of brands, along with educational offerings developed in collaboration with learning experts, to help parents and caregivers encourage kids to #KeepPlaying. The site averaged approximately 50,000 monthly visitors during the height of the pandemic in 2020, and since its launch through December 31, 2020, attracted more than 500,000 unique visitors, demonstrating its tremendous utility for parents and caregivers.