Mattel is officially shifting gears from toy manufacturer to an IP-driven entertainment powerhouse. Speaking at the UBS Global Consumer and Retail Conference on March 12, 2026, CEO Ynon Kreiz described 2026 as a "transformational year" for the brand. The company is doubling down on its most famous icons, targeting a 3% to 6% increase in net sales as it expands deeper into cinema and mobile gaming.

The speed is picking up for Hot Wheels, which is projected to see double-digit growth throughout the year. To fuel this momentum, Mattel is pouring $150 million into digital and strategic initiatives. This includes the full acquisition of Mattel163, the mobile gaming joint venture responsible for digital versions of Uno and Phase 10. Kreiz noted that these investments are designed to accelerate profitability well into 2027.

Fans have plenty to look forward to on the big screen as well. Mattel confirmed it will release two IP-based movies in 2026, continuing the cinematic push that began with the 2023 Barbie blockbuster. By combining theatrical releases with new digital games and major retail partnerships, the company aims to turn its classic toy lines into long-term entertainment franchises for a global audience.