Terms & Conditions

Hi! And welcome to our privacy statement (“Privacy Statement”), which applies to the Sites and Mobile Apps or Apps (defined below) provided by all non-U.S. subsidiaries of Mattel, Inc., (collectively, “Mattel”, “we”, “our”, or “us”), with the exception of web sites and mobile apps operated by HIT Entertainment Limited (“HIT”). This Privacy Statement sets out how we handle personal information obtained via the use of our Sites or Apps. We respect the privacy of our users and are mindful of their privacy rights under applicable law, including laws implementing the EU Data Protection and E-Privacy Directives. By “Sites”, we mean any website or URL of ours that we have linked to this Privacy Statement as well as features, applications, content, and downloads that are operated by us and made available through our Sites, and by “Mobile Apps” or “Apps”, we mean our products and services that we make available via mobile telecommunications platforms and/or through social networking platforms or app stores and that we have linked to this Privacy Statement.

This Privacy Statement also governs your use of our Sites or Apps. If you do not agree to this Privacy Statement, our Terms and Conditions of Web Site Use, and/or all terms related to our Apps, as applicable, then please do not use our Site or Apps.



If you are under 18 and would like to access or use certain parts of our Sites or Apps, you must get your parent’s or guardian’s permission before providing us with any personal information, like your name, e-mail address or phone number.

Therefore, please ask your parent or guardian for guidance when using our Sites or Apps. Your parent or guardian will need to know that use of our Site or Apps will result in your personal information being transferred to and processed in the U.S. and other countries where laws may not provide the same protection as the country where you live.


We want you and your family to have fun surfing our Sites and using our Apps and urge you and your family to follow common sense whenever disclosing personal information — on our Sites or anywhere else on the Internet.


Visitors. You do not have to share personally identifiable information (like full name, e-mail address, home address, telephone number, etc.) to view our Sites or Apps. We do not collect personally identifiable information when you visit our Sites unless you provide it voluntarily, for instance when signing a guest book, registering for contests or sweepstakes, participating in community areas, applying for downloads or free demos, completing our online customer surveys, or purchasing products.

We use technology to collect certain information automatically, like your Internet Protocol (“IP”) address or unique device identifier (“UDID”), international mobile equipment identity (“IMEI”), mobile equipment identifier (“MEID”) or media access control (“MAC”) address, your computer operating system (e.g., Microsoft Windows, Mac OS), your browser (e.g., Internet Explorer, Firefox), websites visited before or after you visit our Sites, pages viewed and activities at our Sites and advertisements shown or clicked on.

We may ask for certain non-personal, demographic information that helps us understand our visitors, like city and country, age, gender, hobbies, etc.

Children under 18. We do not collect personally identifiable information (like full name, e-mail address, phone number or home address) from children under 18 without the consent of a parent or guardian.

We do not ask for more information than is necessary for a child to participate in any activity

If social networking opportunities are available on our Sites, they are structured so that no personal information is shared between visitors unless verifiable parental consent has been obtained.

Adults (persons over 18). You do not have to provide any personal information to view our Sites or Apps, but certain of our Sites or Apps like our collector and e-commerce Sites, contain special sections and privileges for registered members. (App stores are run by third parties and may require that you register to download or purchase an app.)

We may ask for name, mailing address, phone number and an e-mail address. We may offer you the ability to receive information via SMS or MMS, and by providing your mobile number, you agree to receive information on your mobile device. Please note that separate mobile charges may apply.

You may also be able to submit a resume and apply for a job at some of our corporate Sites.

We may combine all information collected to better understand your needs, improve our Site, products and services, manage content and advertising, send you offers and information, and to better serve you.

Shoppers. We may offer opportunities to purchase products in our e-stores, Apps, or through other media or business partners. Customers must be over the age of 18 with a valid payment card. In addition, children under 18 can register only with a parent’s or guardian’s consent to participate in enhanced subscription services or certain community features at our Sites. Some Sites allow visitors to create a Wish List that they can send to friends and family.

When a customer puts an item in a shopping cart, places an order or requests a catalogue online, we collect transaction-related information, such as customer name, mailing address, products ordered, shipping address, payment card information, and ship-to information, if products are intended for a third party. Customers have the option of registering certain information for future orders while completing their online order. For customers who choose to register, we will capture login name, password, name and billing address, alternate delivery addresses, payment card information and their child’s age, if applicable. Once registered, returning customers can identify themselves with their login name and password. If a customer includes a child’s age and e-mail address, this information will only be used to help us provide products and services that meet customer needs.

If you shop online at one of our stores, you will automatically receive a catalogue unless you opt out. We share your catalogue mailing address (but not your e-mail address) with carefully selected companies whose products or services may be of interest, unless you opt out.

We may also send occasional e-mails featuring special promotions or products that may interest you. If you prefer not to receive an online order confirmation or promotional e-mail, you should indicate this preference on the online store order form. If you receive a commercial e-mail from us that you do not want to receive in the future, simply follow the “unsubscribe” instructions included in the e-mail.

When you place an order or register on a Site where transactions are handled by a third party vendor, those transactions are conducted through the vendor’s website. You should be sure to review the vendor’s website terms and conditions and privacy policy before submitting any personal information, or engaging in any transactions through any third party website, as we are not responsible for any third party websites.

Other. We may collect personal information from you offline, such as when you order a catalogue or make an enquiry.

We may also obtain customer lists, demographic and other information from commercial sources.

Apps and App Stores. We offer a variety of fun and engaging Apps featuring our brands, but when you download or purchase an App, or make an in-App purchase, you do so through a third party app store. You may be required to register with the app store and provide them with personal information before you can download or purchase an App. Mattel does not control the requirements or policies of app stores, so please review their privacy policies and terms of use before downloading or using any App, and check your device settings for control options.

Wireless Services. Mattel may offer visitors the opportunity to register to receive offers, information and updates, participate in a contest or sweepstakes, or engage in other activities via text messaging or other wireless service. To register, visitors may need to provide a mobile number, the name of their carrier, type of device, wireless e-mail address, or other information. Visitors must meet age and eligibility criteria to participate and must opt in to receive messages by sending a code, word, symbol or other information via a text message as directed in the offer, or when submitting a mobile number during online registration. Please note that separate mobile charges may apply.


We may share information within our family of companies, and with our agents and service providers who help us with our Sites or Apps. We may also share information with other Mattel brands and Mattel family companies so that they can let you and your family know about products that might be of interest. Information that we or our agents or service providers collect is used to help us understand our visitors, improve our products and services, manage our content and advertising, fulfill requests, measure the effectiveness or our advertising, maintain Site security, and protect intellectual property.

Except as described in this Statement, we never share personal information that we receive online from children under 18 with other companies outside the Mattel family of companies for their direct marketing purposes. We share names and mailing addresses of catalogue recipients with third parties whose catalogues may interest you, unless you opt out, which you can do at any time. With your consent, Mattel shares e-mail addresses of adults with outside companies that offer products or services that may interest you. We will remove your name from the list we provide to outside companies if you contact us at:

For Mattel or Fisher-Price: http://service.mattel.com/us/intl.aspx

Third parties that provide database or server maintenance or security, manage transactions, help us process and fulfill orders or requests, assist us in analyzing our offerings, or provide other similar services to Mattel may access certain information. If we do provide access to personal information, we require the third parties to sign confidentiality agreements promising to keep secret any information they access.

If Mattel believes that anyone’s behavior on our Sites may damage us or our property, or harm anyone else, we may disclose the relevant personal information to prevent this harm. In that case, we might try to identify the wrongdoer, contact them or bring legal action against them. We may also disclose personal information if we believe that the disclosure is required by law, or is in response to a legal request.


This Site and the servers that we use to process personal data are located in the U.S. and other countries where the laws may not be equivalent to your country of residence; however, we take reasonable steps to safeguard your privacy as outlined in this Privacy Statement.

By using this Site you agree to the transfer, collection, processing and use of your data as set forth in this Privacy Statement and our Terms and Conditions.
We, our agents and affiliates use Secure Sockets Layer (SSL) technology to protect payment card data during transmission to our Sites, and adopt careful internal procedures to safeguard this information in our systems. We require our service providers and vendors to safeguard the privacy of any personal information they handle and to adhere to industry-accepted best practices to safeguard personal information. However, no method is 100% secure. While we strive to use commercially reasonable means to protect your information, we cannot guarantee its absolute security.

When you create a password and log-in name, we recommend that you adopt a unique name, combining letters and numbers that will be difficult for others to duplicate or guess. It is important for you to protect against unauthorized access to your password and to your computer or mobile device. Be sure to sign off when finished, especially when using a shared computer.


We collect certain information using technologies, like cookies, pixel tags, web beacons, clear GIFS and “Flash” cookies. A “cookie” is a small text file that is placed on your computer or mobile device when you visit our Sites or use our Apps. Cookies help improve your user experience, and allow us to analyze our Sites and Apps and manage our advertising.

Mattel, its agents, service providers or business partners may receive and store certain information automatically based on your browser (e.g., Internet Explorer or Safari) settings whenever you visit our Sites, use an online service or download and use an App. This information may include your browser type and operating system, the pages that you view, sites you visited before and after visiting our Site, IP addresses or unique device identifiers (UDID) associated with mobile devices. IP addresses and device identifiers allow us to count the total number of “hits” on our Sites, or the installation and frequency of use of our Apps.

You can set your computer to warn you each time a cookie is being sent or turn off all cookies (except Flash cookies) through your browser. Check your browser’s Help menu or your built-in mobile device settings to find out how. Some mobile devices store cookies not only in areas connected to the browser, but also in areas that are app-specific, which cannot be controlled by the browser settings. Check your app settings options on your mobile device to find out how to manage or delete cookies that may be stored in these other areas.

Please note that if you do not accept cookies, some features, services or activities may not be available to you.

We use the following types of cookies on our Sites and Apps:

Cookie Functions Cookie Purposes
Analytics and Research We use Google Analytics to help us figure out how many people visit our Sites, which of our Web pages they visit, how long they stay there, how visitors come to our Sites (e.g., through a link from another site or via a search engine) and also to collect information about how visitors use our Sites. This information helps us figure out which of our Web features are successes and what Sites might need improvement. We also use technology to screen under-age visitors from certain features or areas intended for older visitors.

For administrative purposes, we collect IP addresses, which is the automatic number assigned to your computer when you surf the Web. Certain Internet Service Providers may assign the same IP address to many users. Your IP address and cookies are not connected to any personally identifiable or online contact information, like a name or email address. Where we use service providers for these analytical or research activities, we require them to commit to maintaining the anonymity of this information. You may be able to opt out of data collection or use by some third party analytics companies who work with us. For example:
For more information about Google’s privacy policy, please visit http://www.google.com/
To opt out of Scorecard Research, visit http://www.scorecardresearch.com
Authentication, Performance and Site Security We use cookies to help us to identify and remember visitors so that when you’re logged in, you can enjoy the various offerings, experiences and features of our Sites. Some of our cookies may help to give you faster access to pages you have already visited. Where you have registered or created a log in account, we use cookies to help us identify and remember you and to authenticate you as a registered user.
Site Features and Advertising Services (first party only) Some of our cookies allow you to personalize your pages, help you to participate in some activities or events on our Sites and allow us to customize our offerings. For instance, some of our Sites allow you to save a “Wish List”, use rewards or offer scavenger or treasure hunts, and we need to use cookies to keep track of your progress. If you leave our Site and then return, cookies will tell us what things you have already collected so that you do not have to start all over again. Cookies may also keep track of items in your shopping cart and wish lists in our online stores, and may be used to help you engage in other activities, like comparison shopping.

We also use other technologies called web beacons, pixel tags or clear GIFs, to provide us with other important anonymous information, such as when an e-mail has been opened. These technologies also enable us to recognize a unique cookie on your Web browser or mobile device. This in turn enables us to learn which advertisements bring users to our Site. The information that we collect in order to advertise products or services on our Sites does not contain your name, address, telephone number, or email address. However, it may tell us what other sites you have visited and this information may be used for the purpose of targeting advertisements on this and other sites based on those interests, and to learn which ads bring users to our Sites.

We use flash cookies, also known as local shared objects (“LSOs”), which are built for use with Adobe® Flash® Player. LSOs act like cookies in that they store information to provide you with a more customized experience, but LSOs can store complex data that cookies cannot, and LSOs are not deleted or rejected if you set your browser to delete or reject cookies. The information stored in any LSO deployed by this Site does not include your name. Although browser settings will not allow you to manage LSOs, you may be able to manage them in other ways. To find out more about how to manage or delete LSOs, visit http://www.adobe.com/products/flashplayer/articles/lso/
Third Party Social Media Plug-Ins and Third Party Advertising In some cases we may allow business partners, such as social media sites (like Facebook, YouTube, Twitter, etc.), to place cookies or local storage devices on your computer for authentication purposes and to collect certain information about your visits to our Sites through social media plug-ins. You may have the option to log in to one of our Sites through social media, and your activities on our Sites may link to your social media account. In such cases, that third party business partner is responsible for how they process the data they collect, and we recommend that you read their privacy policy. Some of the social media plug-ins we may use are from:
Twitter, http://twitter.com
Facebook, http://www.facebook.com
YouTube, http://www.google.com

Whenever one of our Sites includes a plug-in from any third party (including ones that are not listed here), you can always click on the plug-in’s icon or link and go to the third party’s site to read its privacy policy.

Mattel may work with third party online or mobile network advertisers who use cookies, web beacons, pixels, or clear GIFs to help us manage advertising at our Sites or in Apps intended for adults and children over 18 and to measure their effectiveness. This includes our collector Sites and online stores. Third party analytics and advertising networks also use these technologies to collect information automatically to serve you targeted ads for products and services that, based on your activities, are likely to be of interest to you (“interest-based advertising” or “targeted advertising”). Mattel does not permit interest-based advertising on Sites directed to children under 18 or where we have actual knowledge that a child is under 18.

Clear GIFs enable third party network advertisers to recognize a unique cookie on your Web browser or mobile device. This in turn enables us to learn which advertisements bring users to our Site. The information collected does not contain your name, address, telephone number, or email address. However, it may tell the network advertiser what other sites you have visited which are associated with the network advertiser. This information may be used for the purpose of targeting advertisements on this and other sites based on those interests, and to learn which ads bring users to our Sites.

Companies that advertise on our Sites may also place web beacons in their ads to help develop statistics on the effectiveness of advertising at our sites. We do not control web beacons in third party ads.

We support the cross-industry Self-Regulatory Program for Online Behavioral Advertising as managed by the Digital Advertising Alliance (DAA). As part of this service, our online advertisements and Sites are sometimes delivered with icons that help consumers understand how their data is being used and provide choice options to consumers that want more control. For more information about our network advertisers, including information about how to opt out of technologies that they control, please follow the directions on the AdChoices icon within any behavior based ad. Some of our Sites may also include the AdChoices icon on the home page. You can also visit websites operated by the Network Advertising Initiative and Digital Advertising Alliance to access opt-out tools available from those participating in the program.

Participating network advertisers will be listed at those sites. Opting out means that you will still see ads, but they may not be tailored to your specific interests.

We require our advertising service partners to comply with self-regulatory guidelines on targeted advertising. Here are some links to various web sites that will allow you to opt out:
WebTrends: http://webtrends.com
Invite Media: http://www.invitemedia.com
Microsoft Atlas: http://choice.microsoft.com
DataLogix: http://www.datalogix.com
AddThis: http://www.addthis.com
The cookies and local shared devices used on our Sites and Apps may change over time, but will generally fall into the above categories. Please visit this Privacy Statement regularly so that you are aware of any changes.

By using this Site you agree to our use of cookies and similar features as described above, even if they are not strictly necessary for providing the services to you.
If you would like to know more about cookies, including flash cookies/local storage devices, the following websites provide useful information:


Please note: your opt-out choices are browser-specific and device-specific.

Apps. When downloading an App (or using an App that relies on online features made available through your mobile platform), the app store will collect certain device and app-related information. Mattel does not control the data collection or privacy practices of those stores. You should review the privacy policy and terms of use of any mobile application store before downloading or using an App, and review and use available controls and settings on your device to reflect your preferences.

Location information. For some Apps or services, we or our third-party service and content providers and analytics companies may collect location information, including location information provided either by a mobile device interacting with one of our Apps or associated with your IP address or Wi-Fi network. These features might enable you to engage in activities like find a nearby store with one of our products or play certain games, for example. You can generally limit or prohibit the collection of location information by using the built-in settings on your mobile device. You will typically be notified if the App or service collects location information and given a chance to agree. We do not permit collection of precise location information (actual address) in mobile Apps without your consent. Child-directed Apps do not collect precise location information.


You can navigate to other sites on the Internet through most of our Sites, services and Apps. Apps must typically be downloaded from app stores, which often require an adult to register to download apps or make purchases. Some Apps may offer options to make a product purchase within the App or by visiting an online store.

We encourage you to spend time with your children when they are online or using a mobile device so you understand the Sites, activities and Apps they are engaged in, and to adopt available mobile device and browser controls that reflect your preferences about your child’s ability to access the Internet or make purchases online or through Apps.

Mattel Sites or Apps may allow you to link to, access or use other content from the Internet, including content offered by third parties that we do not control. Some sites, services or apps may use cookies to personally identify you or link information to registration at their site, including some social networking sites. We encourage you to carefully review the privacy policy and terms of use of any website, online service or app that you visit as Mattel is not responsible for the actions of these third parties.


Where permitted by local law and upon proper identification, parents or guardians may review the personal information we have collected about their child, update their child’s contact details, request deletion, or refuse to allow further collection or use of the information. Click here to access our Personal Information Access Request Form. We will respond to that request in line with local laws.

If you want to stop receiving promotional updates or product information at any time, or would like to update your contact information, just use our Personal Information Access Request Form, available here. Our mailings and e-mail will also include information on how to opt-out in the future. E-mail opt-out requests will be processed in 10 business days. Mailing opt-out requests may take longer.

With Apps, you may be able to:

manage push notifications by using your built-in mobile device settings and controls;
manage location information by using your built-in mobile device settings and controls;
manage/restrict in-app purchases by using your built-in mobile device settings and controls;
block navigation to the web by turning off network access on the device or turning off the browser.
Access to or availability of controls may vary depending on your device.

If your child or you no longer wish to receive any e-mail newsletter, simply click on the link that is provided for removal or contact us at Service@mattel.com for Mattel or Fisher-Price, or Service@americangirl.com for American Girl. If you ask us to delete your child’s information, your child may not be able to participate in online or App activities.


We may update our Privacy Statement from time to time. When this happens we will notify you of the new provisions by posting them on our Sites.


If you have any questions, please don’t hesitate to contact us!

For Mattel or Fisher-Price: http://service.mattel.com/us/intl.aspx

Privacy Preference Center