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Toy giant suspends annual forecast: prices rise and production for the US falls

Barbie dolls become less affordable for American girls. This is one of the most visible effects of the duties imposed by the US against China, which are putting a strain on the entire toy industry and in particular on Mattel, the children’s entertainment giant. The Californian company announced that it has suspended its financial forecasts for 2025 and confirmed a price increase on some products to cope with the soaring customs costs.

Currently, about 20 per cent of Mattel’s US sales come from products made in China, including the famous Barbie dolls. Global economic instability and uncertainty over trade tariffs, explained CEO Ynon Kreiz, are making it difficult to gauge the buying behaviour of US consumers, especially ahead of the crucial Christmas season.

China accounts for 40 per cent of Mattel’s global production, but the group is accelerating production decentralisation to reduce dependence on Beijing. Some toys, such as Uno cards, are now produced in India, while some Chinese supplies are being directed to markets other than the US. Mattel also imports from Indonesia, Malaysia and Thailand: countries that, although affected by new tariffs announced in early April by the Trump administration, currently benefit from a 90-day temporary suspension.

The entire US toy industry is watching the protectionist measures with growing alarm. According to the Toy Association, about 80 per cent of toys sold in the US come from China. If the trade war continues, consumer price increases could become structural, affecting both Christmas sales and the variety of supply available in shops.

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