How Many Toys Will Parents Buy for Their Kids This Christmas?

Mattel’s CEO Predicts Holiday Spending Trends

Ynon Kreiz, the chief executive officer of Mattel, says that despite the financial strain caused by recent tariffs and rising inflation, families are unlikely to cut back on the brand’s flagship products. “When budgets get tight, shoppers tend to trim discretionary purchases first—like dining out or vacation plans—while still protecting the toys that have become holiday staples,” he explained.

According to Kreiz, iconic lines such as Barbie and Hot Wheels remain at the top of many wish lists, and parents are expected to prioritize them over less essential items. He added that the company’s market research shows a noticeable shift: consumers are postponing purchases of electronics, apparel, and home goods, yet the demand for classic toys stays robust.

Analysts agree that the combination of seasonal promotions and the emotional value attached to these toys will help sustain sales through the Christmas period. While overall retail spending may see a modest decline, the “core‑toy” segment is projected to hold steady, with many families willing to allocate a larger share of their limited budget to keep the magic of the holidays alive for their children.