Mattel has opened a branded storefront on TikTok Shop, establishing its first direct sales channel on the platform. This initiative reflects the toy company’s effort to capitalize on live commerce and connect with audiences across its flagship brands, including Barbie, Hot Wheels, Fisher-Price, and Monster High. The storefront launched this week with approximately 20 products, with plans to expand to over 40 items in the near future.
The strategy prioritizes adult shoppers due to TikTok Shop’s age restrictions. Mina Zandbar, Mattel’s vice president of global e-commerce, explained that younger children typically require parental assistance for purchases. As a result, the company has selected products like the Fisher-Price Soothe ‘n Snuggle Otter based on their existing popularity in viral content.
Barbie and Hot Wheels already command significant followings on TikTok, with 2.5 million and 1.2 million followers, respectively. By consolidating these brands under a single storefront, Mattel simplifies the shopping experience while leveraging each brand’s dedicated fan base. This approach mirrors Disney Store, which operates multiple properties—such as Star Wars and Frozen—under one TikTok Shop platform.
The platform serves as an entry point for new customers, allowing Mattel to guide them toward its broader catalog through its website or retail partners like Amazon, Walmart, or Target. The company also recently introduced Mattel Rewards, a loyalty program that rewards purchases and engagement, with benefits increasing based on annual spending. Over 25% of Mattel’s customer base is already enrolled in the program.
The loyalty initiative and TikTok Shop work together to serve different purposes. While the rewards program strengthens relationships with existing fans, the social commerce platform drives product discovery and keeps transactions within TikTok’s ecosystem. Zandbar stated that both channels help Mattel maintain close ties with its audience, collecting valuable data on shopping behaviors and preferences.
TikTok Shop has emerged as a critical sales channel ahead of the holiday season, with major retailers such as Best Buy, Ulta Beauty, and Sephora launching their own stores in anticipation of Black Friday. Nearly one-third of U.S. TikTok users intend to purchase gifts during the season, according to platform data. For Mattel, the timing presents both challenges and opportunities. Zandbar noted that the holiday rush could create logistical complexities but would also provide essential insights into effective strategies.
This launch follows Mattel’s recent financial performance. In its third quarter, ending in September, the company reported net sales of $1.807 billion, a 4% increase from the previous year. Operating income totaled $476 million, up $96 million. While Barbie and Fisher-Price experienced declines, growth was driven by action figures, building sets, games, and Hot Wheels.
