Brand page · Toys
Mattel: 7.5M visits a month, 148 active Meta ads.
Mattel — Mattel, Inc. is a leading global play and family entertainment company that owns iconic brand portfolios including Barbie, Hot Wheels, and Fisher Price, empowering children to explore childhood wonder and reach their full potential through play. In September 2026 mattel.com drew an estimated 7.5M visits, down 13% on the month before. It ranks #1 of 9,046 Toys brands and holds a 1.5 Trustpilot rating over 219 reviews.
Updated Traffic Sept 2026Meta ads 13 Oct 2026Google ads 19 Oct 2026Trustpilot Oct 2026Catalogue Oct 2026
About the store
Mattel, Inc. is a leading global play and family entertainment company that owns iconic brand portfolios including Barbie, Hot Wheels, and Fisher Price, empowering children to explore childhood wonder and reach their full potential through play.
01 · Traffic
How much traffic Mattel gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
Mattel drew an estimated 7.5M visits in September 2026, down 13% on the month before and down 14% over three months.
- Worldwide#2,770of 4.5M sites · Top 1%
- In United States#970of 1.2M sites · Top 1%
- Toys, worldwide#9of 50,509 brands · Top 1%
- Toys, United States#1of 9,046 brands · Top 1%
7.5M
estimated visits in September
1 mo ▼ −13.3%4 mo ▼ −13.8%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about Mattel.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
Mattel holds 1.5 out of 5 on Trustpilot over 219 reviews, 36 of them in the last twelve months: 8% of customers give five stars and 85% one star. That volume places Mattel in the top 20 % of the 270,321 Trustpilot pages in the Gravity index.
Toy Store Children's Toys Store
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What Mattel sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
Mattel sells on Shopify, 0% of its catalogue in stock. The best seller is Fisher-Price Little People Christmas Wonderland Gift Set, Playset With Figures For Toddlers, at US$24.99, followed by Imaginext Disney And Pixar Lightyear XL-15 Spaceship With Lights & Sounds, Buzz Lightyear Toy and Barbie Signature Muñeca Serena Williams con Uniforme y Raqueta.
#1Fisher-Price Little People Christmas Wonderland Gift Set, Playset With Figures For ToddlersMattelUS$24.99In stock
#2Imaginext Disney And Pixar Lightyear XL-15 Spaceship With Lights & Sounds, Buzz Lightyear ToyMattelUS$48.99In stock
#3Barbie Signature Muñeca Serena Williams con Uniforme y RaquetaMattelUS$1,499.00In stock- +View all productsRankings over time, ratings, stock and the ads that lead to each product. Free account.Sign in to Gravity
Data not available
Share of the catalogue by product family.
The dominant category places Mattel in its comparison group.
- Average rating
- Data not available
- Rated products
- 0% of the catalogue
- In stock
- 0%
- Upper price quartile
- US$129.99
- Currency
- USD
04 · Ads
What Mattel is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
Mattel runs Meta ads on Facebook, Instagram, Messenger, Audience Network, Threads, whatsapp, and has advertised on Google since August 2022 (image, text, video).
Las Guerreras K-PopMattel13 Oct 2026image
Música, dança e histórias!Mattel12 Oct 2026image
⚡🏁 Ka-chow! NEW Disney and Pixar Cars have raced into World of Die-Cast from 15 Oct - 15 Nov! Get ready to collect, play and race with an eMattel12 Oct 2026video- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Text ad19 Oct 2026Mattel UK Limitedverified
Text ad19 Oct 2026Mattel GmbHverified
Text ad19 Oct 2026Mattel, Inc.verified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about Mattel.
The creators who tag @mattel on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @mattel on Instagram, led by Prettynpink Pro (32.7K followers, 2.2% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| PPrettynpink Pro@prettynpinkbarbies · 🇺🇸 US | Fashion style luxury Creator | 32.7K | 2.2% | 30 | Tagged @mattel |
06 · Competitors according to Gravity
Who Mattel competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for Mattel among Toys brands. The closest is Toys"R"Us, then hamleys.com, Smyths Toys Superstores, FAO Schwarz, thetoyshop.com, toystreet.co.uk.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| Toys"R"Ustoysrus.com | |||||||
| hamleys.comhamleys.com | |||||||
| Smyths Toys Superstoressmythstoys.com | |||||||
| FAO Schwarzfaoschwarz.com | |||||||
| thetoyshop.comthetoyshop.com | |||||||
| toystreet.co.uktoystreet.co.uk |
07 · Company
The company behind Mattel.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
Mattel is an e-commerce brand, founded in 1945 according to LinkedIn, on a domain registered in June 1995. It employs about 12,978 people.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- Data not available
- Founded
- 1945, per LinkedIn
- Domain registered
- 5 Jun 1995
- Share capital
- Data not available
- Status
- Data not available
- President
- Data not available
- Activity code
- Data not available
- Employees
- 12,978 on LinkedIn
- Funding stage
- Data not available
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- mattel.com · Shopify · USD
- Catalogue
- Data not available
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about Mattel
What people ask Google about Mattel.
11 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is Mattel legit or a scam?
According to Gravity by Benchr, Mattel is a brand: its website has existed since June 1995, it sells on a Shopify store, it employs 12,978 people on LinkedIn, it has 1,044,230 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, September 2026.
Mattel reviews
Customers rate Mattel 1.5 out of 5 on Trustpilot over 219 reviews, 36 of them in the last twelve months: 8% give five stars, 85% one star. Gravity by Benchr places that review volume in the top 20 % of the 270,321 Trustpilot pages in its index. Source: Gravity by Benchr Trustpilot reading, October 2026.
What is Mattel known for?
Mattel, Inc. is a leading global play and family entertainment company that owns iconic brand portfolios including Barbie, Hot Wheels, and Fisher Price, empowering children to explore childhood wonder and reach their full potential through play. Gravity by Benchr classifies it under Toys. Source: Gravity by Benchr product classification, October 2026.
Is Mattel expensive?
Mattel's best seller, Fisher-Price Little People Christmas Wonderland Gift Set, Playset With Figures For Toddlers, sells US$24.99 on mattel.com. 0% of the catalogue is in stock. Gravity does not track prices daily: check mattel.com before buying. Source: Gravity by Benchr catalogue reading, October 2026.
Does Mattel have a discount code?
Gravity by Benchr does not collect discount codes. What Gravity observes: Mattel advertises on Facebook and Instagram and on Google, where its offers often run. Check mattel.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Where can I buy Mattel?
Mattel sells on its own website, mattel.com, a Shopify store. Gravity by Benchr lists no retailer or marketplace for the brand. Source: Gravity by Benchr retailer data.
Who is behind Mattel?
Gravity by Benchr records a company, founded in 1945 according to LinkedIn, on a domain registered in 1995, with 12,978 employees on LinkedIn. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records.
Is Mattel doing well?
Not at the moment. Gravity by Benchr estimates about 7,498,200 visits to mattel.com in September 2026, down 13% in a month and down 14% over three months. Mattel ranks #1 of 9,046 Toys brands in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
Which platform and tools does Mattel use?
Gravity by Benchr identifies mattel.com as a Shopify store (standard plan, not Shopify Plus), selling in USD. It advertises through Meta and on Google since August 2022. Source: Gravity by Benchr platform and advertising records.
How much does Mattel spend on Meta ads?
Gravity by Benchr does not publish a spend figure for Mattel on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Messenger, Audience Network, Threads, WhatsApp. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Toys brands?
Among Toys brands in the Gravity by Benchr index, Mattel ranks #1 of 9,046 by estimated traffic. Its closest competitors on the same market are Toys"R"Us, hamleys.com, Smyths Toys Superstores, FAO Schwarz, thetoyshop.com. Source: Gravity by Benchr competitor analysis, same category, same market, similar size.
Category
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with Mattel.