Mattel, the toymaker behind Barbie and Hot Wheels, is laying off 89 workers at the company’s El Segundo headquarters as part of a restructuring of its global brands team.
Karen Ancira, Mattel’s executive vice president and chief people officer, wrote in a Nov. 13, 2025, letter filed with the state’s Employment Development Department that the toymaker would begin the layoffs Jan. 12, 2026.
“We greatly value the contributions of all our employees and do not take any action regarding our workforce lightly,” Ancira said.
Ancira made the filing as part of the EDD’s Worker Adjustment and Retraining Notification process. A WARN notice is required when an employer lays off more than 50 employees or a significant percentage of its staff.
The permanent job losses are part of a cost-cutting effort the company began last year focused on growing Mattel’s profits, and bracing for the potential effects of President Donald Trump’s tariffs on global imports.
The company set a target of $200 million in cost savings by the end of 2026.
A Mattel spokesperson told the Southern California News Group that the layoffs were on its “global brands team” and follow an announcement within its brand organization leadership and new approach toward “marketing integration.”
The spokesperson said the “new brand-centric organizational structure and operating model will help Mattel best leverage capabilities and resources to enhance its brand management strategy and drive its next phase of growth.”
In September, Mattel announced a leadership team to accelerate growth in its entertainment business, including newly created positions for global head of dolls (Barbie and American Girl) and global head of vehicles (Hot Wheels) and building sets (Mattel Brick Shop).
Roberto Stanichi, a 20-year Mattel veteran with experience running Mattel categories in infant, toddler and preschool, action figures, building sets, games and vehicles, was promoted to the newly created position of executive vice president and chief global brand officer to lead the new organization.
In March, Mattel laid off 120 workers in various roles, including marketing, design and information technology. Some employees held positions as managers, directors or vice presidents.
In the latest round of layoffs, affected workers include positions in brand marketing and designing, franchise marketing and product designers, video creative developers, and senior managers and vice presidents.
