Ynon Kreiz is the Chairman and Chief Executive Officer of Mattel.
He has been in this role since April 2018 (CEO) and May 2018 (Chairman), marking a pivotal era for the company.
Born in 1965 in Tel Aviv, Israel, Kreiz is Israeli-American with dual citizenship. He grew up in Israel, earned a Bachelor’s degree in Economics and Management from Tel Aviv University, and later completed an MBA at UCLA Anderson School of Management in Los Angeles.
His career before Mattel was deeply rooted in media, entertainment, and content creation — experience that shaped his vision for turning toys into broader cultural franchises:
- He started as a venture capitalist.
- Served as Chairman and CEO of Fox Kids Europe (1997–2002), which was later acquired by Disney.
- Led Endemol Group (2008–2011), the world’s largest independent TV production company at the time, known for formats like Big Brother and Deal or No Deal.
- Was Chairman and CEO of Maker Studios (2013–2016), a major YouTube multichannel network specializing in short-form video content, which Disney acquired in 2014.
When Kreiz joined Mattel in 2018, the company was in crisis: billions in losses, high debt, multiple CEO changes in quick succession, and challenges like losing key licenses (e.g., Disney Princess to rival Hasbro) and the Toys “R” Us bankruptcy impact.
(Photo: Teri Weber, Mattel)
Under his leadership, Mattel underwent a major transformation from a traditional toy manufacturer to an IP-driven entertainment powerhouse (intellectual property first). Key highlights:
- Launched Mattel Films to develop movies and series based on its brands.
- The 2023 Barbie movie (directed by Greta Gerwig, starring Margot Robbie) became a massive cultural and commercial success — grossing over $1.4 billion worldwide, Warner Bros.’ biggest film in decades, and generating significant profits for Mattel.
- Expanded into more films/series: projects in development for Hot Wheels, Masters of the Universe, Polly Pocket, Barney, and even a series based on the Magic 8 Ball.
- Focused on innovative play experiences, including thoughtful AI integration for future generations.
- Revitalized collector lines (especially adult collectors post-Barbie movie) and emphasized cultural relevance.
In recent years (up to 2026), Kreiz continues to drive growth:
He recently participated in conferences like the UBS Global Consumer and Retail Conference (March 2026) and Legends Live @Citi, where he discussed the IP-first model.
He also made a notable insider purchase of 65,000 Mattel shares in February 2026, signaling confidence in the company’s direction.
On a personal note: Kreiz is married to Anat Fabrikant, a former Israeli Olympic windsurfer, and they have four children. He’s known for his love of water sports, including kitesurfing. He maintains an active professional presence on LinkedIn (linkedin.com/in/ynonkreiz), with over 46,000 followers, where he shares updates on Mattel achievements, awards (e.g., named Entertainment Person of the Year at Cannes Lions), and thoughts on leadership and play.
Kreiz’s era has been credited with reviving Mattel as a high-performing, culturally relevant company — especially for Barbie fans and collectors, who’ve seen more visibility, new lines, and franchise expansions (though some note ongoing debates about quality control and pricing in collector products). His background in entertainment has proven key to making Mattel more than just toys — it’s now about storytelling and global impact.
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