childrens-privacy-statement (original) (raw)

Mattel’s Privacy Notice for Parents, Minors, and Children

October 22, 2025

A special note for kids:

Information for parents: how Mattel handles children’s personal information

WHAT DOES THIS PRIVACY NOTICE COVER?
WHO IS RESPONSIBLE FOR CHILDREN’S/MINORS’ DATA?
WHAT IS MATTEL’S APPROACH TO MINORS’ PRIVACY GENERALLY?
WHAT PERSONAL INFORMATION DOES MATTEL COLLECT FROM MINORS, HOW DO WE USE IT, AND WHEN DO WE COMMUNICATE WITH PARENTS?
HOW DOES MATTEL REQUEST PARENTAL CONSENT?
WHEN MIGHT MATTEL SHARE INFORMATION COLLECTED FROM MINORS WITH OTHERS?
CAN I ACCESS, UPDATE, AND REVIEW INFORMATION YOU HAVE ABOUT MY CHILD/MINOR?
CHANGES TO THIS NOTICE
CONTACT US
INFORMATION FOR KIDS AND TEENS (UNDER 18)

1. WHAT DOES THIS PRIVACY NOTICE COVER?

This Privacy Notice for Parents and Children explains what Mattel does with the personal information of kids, including both children and minors (as described below), and the rights “**you” (their parent or legal guardian) have over their data. It applies to personal information Mattel collects, uses, and shares through our websites, applications, features, or other services that post a link to this Privacy Notice for Parents and Children (collectively, the “Services”). It also applies to personal information collected and held by Mattel offline, which we may combine with online data. When we refer to “personal information**,” we mean anything that can be used to identify you. This could be your name, photo, email address, username, or even things like your birthday or where you live.

When we refer to “**children” or a “child” in this Privacy Notice for Parents and Children, we mean individuals under the age of digital majority, which may be anywhere between 13 and 18 years of age depending on where the individuals live. When we refer to “minors” or a “minor**” in this Privacy Notice for Parents and Children, we mean all individuals under the age of 18, including children. This Privacy Notice for Parents and Children supplements our Global Consumer Privacy Statement, which is directed to individuals who are 18 or older, and affords children and minors extra protections.

When it comes to personal information of children, we seek parental consent for anyone under the age of digital majority.

2. WHO IS RESPONSIBLE FOR CHILDREN’S/MINORS’ DATA?

This Privacy Notice is issued by Mattel, Inc., and its affiliates and subsidiaries (including, but not solely, Fisher-Price, Inc., American Girl Brands, LLC, HIT Entertainment Limited, Mega Brands Inc. their affiliate and subsidiaries). We refer to Mattel’s entities, affiliates, and subsidiaries collectively as the “**Mattel Group of Companies**.”

For purposes of privacy and data protection laws, Mattel, Inc., is the ultimate data “controller” of children’s personal information, which means it is the entity that is responsible for deciding how such personal information is used and who gets to see it. When we mention “**Mattel”, “we”, “us”, or “our**”, we are talking about Mattel, Inc. In some cases, and depending on where a child lives, a local Mattel company will serve as the data controller for certain local processing activities. For more information about the local data controller please see the Mattel Regional Data Controllers page.

If you have any questions about this Privacy Notice for Parents and Children or our personal information practices, you may contact us via the Mattel Privacy Choice Portal.

3. WHAT IS MATTEL’S APPROACH TO MINORS’ PRIVACY GENERALLY?

Services directed to and accessed by minors typically call for certain more restrictive privacy practices. Some Mattel sites or areas of Mattel sites are for users of all ages, while others may have content directed toward minors or children, which may be identified by “kids,” “minors,” or “play” in the domain or subdomain. Content intended for adults may also be available at such Mattel sites, accessible through a “parents” link. You can enjoy many of our Services without giving us your personal information.

Minors’ personal information: When Mattel collects, uses or shares the personal information of minors, we take additional steps to protect their privacy, including

Transparency: We explain what information we collect, how we use it, whether we share it, and with whom.

Data minimization: We collect and use only the personal information reasonably necessary to provide the applicable Service.

Limited retention: We keep personal information only for as long as reasonably necessary to provide the Service as described in this statement.

Children’s personal information: When Mattel collects uses or shares the personal information of children, we take additional steps beyond those outlined above for minors, to protect their privacy including:

Parental consent: When required by law (including the Children’s Online Privacy Protection Act (COPPA) in the United States, U.S. state laws, and the General Data Protection Regulation (GDPR)), we obtain verifiable parental consent before collecting, using, or sharing a child’s personal information, and before sending marketing about our products or services.

Parental rights: We give parents/legal guardians access to their child’s information and the ability to change it, delete it, or prevent further disclosures.

EU/UK: For families in the European Union, the United Kingdom, or places with similar laws, these protections may also be required by the General Data Protection Regulation (GDPR). Mattel relies on the following lawful bases under the GDPR to collect, use, and share personal information from child and minors in accordance with the principles set out above:

Performance of a contract (Article 6(1)(b) GDPR): When processing is necessary to provide the services a child or minor has requested.
Consent (Article 6(1)(a) and Article 8 GDPR): When providing parents / guardians access to personal information collected from their child and changing, deleting, preventing further sharing of that personal information.
Legitimate interests (Article 6(1)(f) GDPR): When appropriate, Mattel relies on its legitimate interests, provided such interests are not overridden by the minor’s or child’s fundamental rights and freedoms.
Legal obligation (Article 6(1)(c) GDPR): For obligations such as limiting data retention, informing parents about, and providing access/deletion rights.

4. WHAT PERSONAL INFORMATION DOES MATTEL COLLECT FROM MINORS, HOW DO WE USE IT, AND WHEN DO WE COMMUNICATE WITH PARENTS?

Adults and minors can choose whether or not to share their personal information with us. Some features of our Services, however, won’t function if users haven’t given us their information. In such cases, we only ask for information that is reasonably necessary to use the Service.

Here are examples of times when Mattel may collect personal information from minors:

Special activities: To participate in special activities, like scavenger hunts, personalized pages, games or clubs, we might ask your child/minor to register. They can often do so anonymously by just providing a first name or username and password. When we ask for your child’s first name, we encourage them to use a “screen name” (not their real name) that only they know. Sometimes we will ask your child to make up a special password so that only they can see their customized areas of Services.
Marketing materials (including newsletters): To receive a newsletter to the minor’s email address, Mattel will need the minor’s email address.
Sweepstakes or Contests: To participate in promotions like sweepstakes or contests we may offer from time to time, we will need the minor’s name and an email address to be able to contact entrants (provided that any prize awarded must be claimed by the parent / legal guardian on behalf of a child). Prize delivery may require a physical address and phone number.
Friend contacts: To use a “contact a friend” feature where a child (without providing their own email address) may email friends a message from or about a Service. Friend email addresses are not retained after the email is sent.
Content sharing: To share content created by a minor via a Service, which may reveal personal information (for example, their name, their image, or a video including their voice) or other content that could identify them.
Push notifications: To receive push notifications for an app to the device where the app is used (based on the device identifier considered personal information).
Location data: To receive access to Services based on location, which may require geolocation data from the minor.

We will seek parental consent before collecting personal information from anyone under the age of digital majority when required. When parental consent is not required, we may nonetheless notify the minor’s parent and offer the parent the opportunity to opt out. Parents are also welcome to contact Mattel regarding our treatment of their child’s personal information.

In some cases, we will collect a parent’s email address from the child so we can notify the parent of their child’s request to access our Services and obtain the parent’s consent. We may also ask a child for non-personal information, such as their age or birthdate, that we do not reveal to other users or link to the child’s personal details or other information we have about them. We may also ask for details such as the child’s gender, likes and dislikes, and hobbies, to customize their experience. We may also aggregate this information across our users to improve our products and Service.

Mattel may also collect, use, or share other personal information about children submitted by a parent or legal guardian for enhanced Services. This includes subscription-based Services, which require a parent or legal guardian to register the child or establish the appropriate permission level for the child. The content and activities available may vary depending on the Service and permission level elected.

For families in the UK, European Union, and other regions with similar legal requirements, Mattel relies on the following lawful bases under the GDPR to collect, use, and share personal information from children and minors for the use cases described above:

Performance of a contract (Article 6(1)(b) GDPR): Special activities, sweepstakes and contests.
Consent (Article 6(1)(a) and Article 8 GDPR): Special activities, marketing materials, sweepstakes and contests, friend contacts, content sharing, push notifications, location data.
Legitimate interests (Article 6(1)(f) GDPR): Friend contacts, location data.
Legal obligation (Article 6(1)(c) GDPR): Sweepstakes and contests.

Mattel also collects some personal information automatically. When minors interact with the Services online or digitally, certain information may automatically be collected (including with your consent where required and permitted by applicable law), both to make our offerings more interesting and useful to minors and for various purposes related to our business. Examples include the type of computer operating system, the child’s IP address or mobile device identifier, the web browser, and the frequency with which the child uses the Services. This information is collected using technologies such as cookies and other unique identifiers (which we define in our Cookies and Related Technologies Notice). This information may be collected by Mattel or by a third party.

This data is principally used for internal purposes only to:

provide children with access to the Services and secure the Services from unauthorized access (e.g., screen for age),
customize content and improve our Services,
conduct research and analysis to address the performance of our Services, and
generate anonymous reporting for use by Mattel.

In the event we collect (or allow others to collect) such information from minors on our Services for other purposes, we will notify parents and obtain consent prior to such collection (each, where permissible and as may be required by applicable law). You can learn more about the cookies we use by reviewing our website Third-Party Technology List and our Mobile App Third-Party Technology List.

For families in the UK, European Union, and other regions with similar legal requirements, Mattel relies on the following lawful basis under the GDPR to collect, use, and share personal information from children and minors for the use cases described above: Legitimate interests (Article 6(1)(f) GDPR) in ensuring the security and improvement of our services, and, where required, consent (Article 6(1)(a) GDPR.

We may seek different types of parental consent depending on the laws that apply based on where you live, the types of children’s personal information we would like to collect, and the purposes of the potential use, or disclosure of such information.

Email requests: If we need to collect a child’s personal information to provide a Service requested by the child, we’ll ask for parental consent according to legal requirements (e.g. COPPA for the U.S. and GDPR for EU). We’ll send the child’s parent or guardian an email explaining what information we’re collecting, how we plan to use it, and ask the parent or guardian to grant or deny their consent. If we don’t receive consent in a reasonable time, we’ll delete all information we’ve collected from the child, including the adult’s contact information no later than 14 days after the request for consent.
Requests subject to verification: If a child wants to share their personal information with other users of a Service or with a third party via one of our digital experiences, we may need to seek a higher level of parental consent than the email request described above. We may ask for verification from the adult by credit card or other payment method or ask to review the parent’s government issued photo ID.

If you think that your child is taking part in an online activity that collects their personal information and you or another parent/guardian hasn’t received a request for consent, you may request access to this information or request deletion of this information via the Mattel Privacy Choice Portal.

We may disclose the personal information of minors to the following:

Other Mattel Group of Companies: This group encompasses Mattel, Inc., Fisher-Price, Inc., American Girl Brands, LLC, HIT Entertainment Limited, Mega Brands Inc., and any other companies under the Mattel corporate umbrella. Sharing information with these entities allows us to provide a cohesive brand experience across different products and services, enabling integrated marketing efforts and unified customer support.
Government Agencies and Law Enforcement: In compliance with applicable laws, we may be required to disclose minors’ personal information to government bodies or law enforcement agencies. This can occur in response to lawful requests such as subpoenas, warrants, or court orders. Such disclosures are necessary for fulfilling legal obligations, assisting in criminal investigations, or protecting public safety.
Third Parties in Legal Actions: We may disclose minors’ personal information to third parties in legal proceedings when we are required to comply with court orders or to exercise or defend legal claims. This includes providing evidence, responding to discovery requests, or fulfilling other legal processes where your data is relevant to the case.
Business Transactions: During significant business events such as mergers, acquisitions, bankruptcy, or sales of company assets, minors’ personal information may be part of the assets transferred to the acquiring entity. This allows the new entity to continue providing services seamlessly. During such transactions, we ensure that confidentiality agreements are in place to protect this data during the due diligence process and beyond.
Security Advisors: We may disclose minors’ personal information with specialized companies and consultants that assist us in maintaining the security and integrity of our systems. They provide services such as threat detection and monitoring, cybersecurity assessments, encryption services, and incident response management. Their expertise helps protect our digital infrastructure from unauthorized access, data breaches, and other cyber threats, ensuring the safety of minors’ personal information.
Sharing with Other Parties at Your Direction: We will only share minors’ personal information with other third parties if we first notify the minor’s parent or guardian and obtain their consent, when permissible and required by applicable law.

GDPR Lawful basis for all disclosures: Compliance with a legal obligation (Article 6(1)(c) GDPR), performance of a contract (Article 6(1)(b) GDPR), legitimate interests (Article 6(1)(f) GDPR), and, where required, consent (Article 6(1)(a) GDPR).

Your child may be able to navigate to the general internet through links to third party websites, apps, or other online services that may be available via the Services. Mattel does not control such third-party sites and is not responsible for the privacy or data collection practices of such third parties. Third party websites, online services, or apps that can be accessed through a Mattel Service are governed by the third party’s privacy practices, and not this Privacy Notice. We encourage you to spend time with your children when they are online or using any mobile device or connected product so you understand the features of the Mattel Services and the activities they allow, and to adopt available device and browser controls that reflect your preferences about your children’s ability to access the internet or make purchases online.

7. CAN I ACCESS, UPDATE, AND REVIEW INFORMATION YOU HAVE ABOUT MY CHILD/MINOR?

If you no longer want your minor to receive email newsletters, simply click on the link that is provided to unsubscribe, which is usually located at the bottom of the email, or contact Mattel Global Consumer Support .

You may also request to review, correct, and delete all personal information Mattel has collected about your child and cease all further collection or use of such personal information by submitting a request for Access or Deletion using our Mattel Privacy Choice Portal. Please note we may no longer be able to provide Services to the child following a request to delete or cease use of personal information. This Privacy Notice is not intended to take away from any rights the child, as a resident of a given jurisdiction, may enjoy regardless of age under local laws where the child lives as more particularly described in our Mattel Global Consumer Privacy Statement.

Additional Rights for U.S., EU, and UK Residents:

In the United States, parents and guardians have the right to review, delete, and refuse further collection or use of their child’s personal information under COPPA and many comprehensive U.S. state privacy laws. Some comprehensive state privacy laws grant individuals additional rights to their personal information, including the right to access, portability, correction, deletion, restriction, opt-out, withdraw consent, appeal, and request list of third parties who process that personal information (Oregon and Minnesota residents only).
In the European Union and UK, parents / guardians and children (where appropriate) have rights under the GDPR, including the right to access, rectify, erase, restrict, or object to processing, and the right to data portability.

To exercise these rights, please use the Mattel Privacy Choice Portal.

8. CHANGES TO THIS NOTICE

Mattel may update this Privacy Notice at any time and any changes will be effective upon posting. Where required by local laws, we will obtain additional parental consent prior to using or disclosing personal information in a manner materially different from the purpose for which it was collected.

10. INFORMATION FOR KIDS AND TEENS (UNDER 18)

Who are we?
We are Mattel, and we make toys, games, and digital experiences for kids and families all over the world. We want you to have fun and be safe when you use our websites, apps, and games.

What is personal information?
Personal information is anything that can be used to identify you. This could be your name, a photo, your email address, your username, or even things like your birthday or where you live.

Why do we need your personal information?
We use your personal information to help you play games, enter contests, or get prizes. Sometimes, we need to know who you are so we can save your progress in a game, send you a prize if you win, or let you share things you’ve made (like drawings or stories) with your friends or family.

Do we always need your real name?
No! We often ask you to use a screen name or nickname that doesn’t tell anyone your real name. This helps keep you safe.

Can anyone else see your personal information?
We work hard to keep your information safe. Sometimes, we have to share it with your parent or guardian, or with other companies that help us run our websites and games. We do not sell your information. If we share your information with someone else, we will ask you or your parent or guardian about doing so beforehand.

How long do we keep your information?
We only keep your information for as long as we need it to help you play, join activities, or as long as the law says we have to keep it.

What are your rights?
You have rights to your information! Your parent or guardian can ask us what information we have about you, ask us to fix it if it’s wrong, or ask us to delete it. If you or they want us to stop using your information, ask them to let us know. Your parent or guardian may do this using the Mattel Privacy Choice Portal.

Who makes sure we handle information properly?
We have people at Mattel whose job is to protect your information and make sure we follow the law. If you or your parent or guardian have questions or worries, you can always ask your parent or guardian to contact us.

Anything else?
If you see links to other websites or apps, remember that those sites or apps may do things differently than we do. Ask an adult to help you if you’re not sure whether it is safe to visit another website and what to do.

Stay safe and have fun!
If you have questions about your information, ask your parent or guardian to contact us.