Mattel

🚨 Reasons for Boycotting Mattel

Mattel, Inc. is the world's second-largest toy company, owning iconic brands such as Barbie, Hot Wheels, Fisher-Price, American Girl, and Thomas & Friends. While the company does not sell weapons directly, it is deeply embedded in the israeli economy through its exclusive franchise agreement with israeli company LDI, its technology partnership with israeli company StartApp, and its israeli-born CEO's publicly pro-israel stance. Additionally, its largest institutional shareholders - Vanguard and BlackRock - are among the largest investors in the weapons companies supplying the israeli occupation military.

1. Exclusive Franchise Agreement with israeli Company LDI (2010): On May 30, 2010, Mattel signed a franchise agreement with israeli company LDI (owned by Mafal Communications and Yossi Fox) to represent and market its brands in israil. Under the agreement, LDI licenses Mattel's brands - including Barbie, Fisher-Price, and Hot Wheels - to israeli companies for use in producing merchandise in israil and abroad. israeli companies pay approximately 12% of the revenue from licensed products to LDI, which transfers more than 50% of that amount to Mattel. LDI also represents Mattel in israil on marketing and legal matters. This agreement is estimated to generate millions of shekels annually for Mattel from the israeli market.Calcalist: LDI to Market Mattel Brands in israel (May 2010)Globes: LDI signs franchise agreement with Mattel (May 2010)
2. Strategic Technology Partnership with israeli Company StartApp (2016): In September 2016, Mattel announced a multi-year strategic partnership with StartApp, an israeli mobile advertising technology company founded in 2010 by Gil Dudkiewicz and Ran Avidan. Under the agreement, StartApp became Mattel's "premier licensee" to create digital stickers, emojis, wallpapers, gifs, and apps for Mattel's global brands such as Barbie and Hot Wheels. The companies launched iMessage sticker apps for Barbie and Hot Wheels in September 2016. Mattel thus relies on an israeli company to develop and expand the digital presence of its brands.NoCamels: Mattel, israel's StartApp Team For Mobile (September 2016)The Jerusalem Post: israeli startup, Mattel bringing Barbie to digital world (September 2016)israel Hayom: US toy giant teams with israeli startup to give Barbie digital life (September 2016)
3. israeli-Born CEO with Publicly Pro-israel Statements (October 2023): Ynon Kreiz, Mattel's CEO since 2018, is an israeli-born businessman. In October 2023, days after the genocide in Gaza began, Kreiz was among 15 entertainment industry executives who signed an open letter expressing "clear solidarity with israel in the global war against terrorism." The letter stated: "We condemn the brutal attacks by Hamas on israel. These atrocities will have a devastating impact on future generations. We stand firmly with israel." This public position aligns completely with the official position of the israeli government and completely ignores the humanitarian suffering of the Palestinian people in Gaza.Jewish Journal: Actors, Musicians, Entertainment Leaders Push Back Against Growing israel Boycott (September 2025)Boykot Dedektifi: Mattel CEO Ynon Kreiz's pro-israel statement (October 2023)The Times of israel: Entertainment industry leaders sign letter supporting israel (October 2023)
4. Primary Institutional Shareholders: Vanguard and BlackRock - Largest Investors in israeli Weaponry: According to shareholder data, among Mattel's largest institutional shareholders are Vanguard Group Inc. (10.50%) and BlackRock, Inc. (9.24%). Both firms are explicitly named in an official United Nations report (OHCHR) by Special Rapporteur Francesca Albanese, identified as being "among the largest investors in arms companies pivotal to the genocidal arsenal of israel." Specifically: BlackRock is the second largest institutional investor in Palantir and third largest in Lockheed Martin and Caterpillar; Vanguard is the largest institutional investor in Caterpillar and second largest in Lockheed Martin and Elbit Systems. Consequently, the profits Mattel generates flow partly to these two funds, which channel billions of dollars into the weapons industry used by israil in its genocidal war on Gaza.Yahoo Finance: Mattel, Inc. Major Holders — Vanguard 10.50%, BlackRock 9.24%ADVFN: Mattel Inc (0JZH) Ownership Distribution — BlackRock 9.16%, Vanguard 5.45%UN OHCHR: Report of the Special Rapporteur Francesca Albanese (2025)
5. Stark Double Standards in Crisis Response: Although Mattel has taken clear public stances on issues such as the Ukraine war, suspending operations in Russia and pausing new investments, it has issued no statement condemning the genocide in Gaza. Instead, its CEO chose to publicly side with the israeli government. This stark contradiction exposes the company's claims of social responsibility and demonstrates that its ethical standards are selective.Reuters: Mattel suspends Russian operations (March 2022)Jewish Journal: Mattel CEO signed pro-israel letter (October 2023)

🌐 Sources

Official and verifiable sources detailing Mattel's and its shareholders' involvement with israil:

• Calcalist: LDI to Market Mattel Brands in israel (May 2010)
• Globes: LDI signs franchise agreement with Mattel (May 2010)
• NoCamels: Mattel, israel's StartApp Team For Mobile (September 2016)
• The Jerusalem Post: israeli startup, Mattel bringing Barbie to digital world (September 2016)
• Jewish Journal: Entertainment Leaders Push Back Against Growing israel Boycott — Ynon Kreiz signed pro-israel letter (September 2025)
• The Times of israel: Entertainment industry leaders sign letter supporting israel (October 2023)
• Yahoo Finance: Mattel, Inc. Major Holders — Vanguard 10.50%, BlackRock 9.24%
• ADVFN: Mattel Inc (0JZH) Ownership Distribution — BlackRock 9.16%, Vanguard 5.45%
• UN OHCHR: Report of the Special Rapporteur Francesca Albanese (2025)

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