Child Online Safety and Privacy

Online child safety and data security are very important to our company, and we have implemented effective controls to protect the online privacy of children who visit Mattel Services

Our Online Privacy Statement sets the standard for what information we do and do not collect and how we use that information. Our Children’s Privacy Statement goes further to detail how we protect the privacy of children and the steps we take to keep children from engaging in unsafe behaviors while using Mattel Services.


We do not collect personal information from children without the consent of a parent or legal guardian except in special, limited circumstances such as registering for an online scavenger hunt or club. When we do request personal information, we do not ask for more than is necessary for a child to participate in the activity. We take steps to prevent children from posting or publicly disclosing personal information without parental consent. In addition, parents can access, and ask us to update or delete, their children’s information at any time. 


Mattel adheres to the Children’s Online Privacy Protection Act of 1998 (COPPA) and the guidelines of the Children’s Advertising Review Unit of the Council of Better Business Bureaus, Inc. In addition, Mattel is a valid licensee and participating member in good standing of the Entertainment Software Rating Board’s (ESRB) Privacy Certified Program. ESRB’s Privacy Certified Seal demonstrates our compliance with ESRB’s rigorous program requirements.


As part of our ‘Privacy By Design’ process, we assess our websites, applications, and other online services before publication to determine the extent COPPA is applicable and how to best comply. As part of this process, where required by law, we also conduct a privacy impact assessment to document our data collection and processing practices. If the services of our partners and vendors are being used, we also conduct a vendor due diligence review, and we require COPPA compliance as part of our standard contract.