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Mattel MAT North America — Advertising and promotion expenses
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Where this comes from
Reported directly by Mattel in its filing.
Tagged under the XBRL concept us-gaap:MarketingAndAdvertisingExpense.
The source filing: Mattel’s 10-Q, filed August 6, 2026.
- Filed
- Aug 6, 2026, 4:18 PM EDT
- Fiscal quarter
- Q2 FY2026
- Calendar quarter
- Q2 2026
- Accession
- 0001628280-26-054347
| Line item | For the Three Months Ended / June 30,2026 | For the Three Months Ended / June 30,2025 | For the Six Months Ended / June 30,2026 | For the Six Months Ended / June 30,2025 |
|---|---|---|---|---|
| Net sales | $574,317 | $510,796 | $1,049,461 | $1,002,161 |
| Less: | ||||
| Cost of sales (a) | 304,616 | 265,716 | 571,198 | 522,009 |
| Advertising and promotion expenses | 57,558 | 34,942 | 106,010 | 73,528 |
| Other selling and administrative expenses | 120,133 | 116,326 | 245,751 | 229,741 |
| North America segment expenses | 482,307 | 416,984 | 922,959 | 825,278 |
| North America segment income | $92,010 | $93,812 | $126,502 | $176,883 |
| International Segment: |
Item 1. Financial Statements.
FAQ
- What is Mattel's north america — advertising and promotion expenses?
- Mattel (MAT) reported north america — advertising and promotion expenses of $57.56M in Q2 2026.
- How has Mattel's north america — advertising and promotion expenses changed year-over-year?
- Mattel's north america — advertising and promotion expenses increased by 64.7% year-over-year, from $34.94M to $57.56M.
- What is the long-term trend for Mattel's north america — advertising and promotion expenses?
- Over 3 years (2022 to 2025), Mattel's north america — advertising and promotion expenses has grown at a -1.4% compound annual growth rate (CAGR), from $255.54M to $244.98M.
- What does north america — advertising and promotion expenses mean?
- Reflects the total investment in marketing campaigns, media spend, and promotional activities designed to drive brand awareness and consumer demand in North America. These expenditures are critical for sustaining the lifecycle of toy brands and driving seasonal sales volume. High efficiency in this area indicates strong brand equity and effective customer acquisition.
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