Mattel CEO Ynon Kreiz to Step Down, Roger Lynch Named Successor
Mattel announced that long-time CEO Ynon Kreiz will step down on October 2, with board member Roger Lynch taking over as chairman and CEO.
Mattel, the iconic toy manufacturer and owner of the Barbie brand, has announced a leadership transition. According to Yahoo, long-time CEO Ynon Kreiz will step down on October 2 after more than eight years at the helm. He will be succeeded by Roger Lynch, a Mattel board member, who will serve as both chairman and CEO.
Kreiz took the reins as Mattel CEO in 2018 during a challenging period for the toy market characterized by shifting consumer habits. Under his tenure, the company pivoted toward focusing on core brands, expanding into the entertainment sector, and transforming Mattel's characters into assets extending far beyond traditional toy sales. A defining milestone of this strategy was the 2023 release of the Barbie movie, which became a global blockbuster and placed Mattel's flagship brand at center stage.
Leadership Transition and Market Reaction
Lynch brings extensive management experience in media and technology to his new role. He joined Mattel's board of directors in 2024 and previously served as CEO of Sling TV, alongside other senior executive positions in the telecommunications industry. The announcement of the CEO transition was met with a negative reaction on the market, as Mattel shares fell by more than 3% in pre-market trading while investors digested the shift in leadership.
Strategic Challenges Ahead
Reflecting on his tenure during an appearance at the Globes Israel Business Conference in November 2025, Kreiz noted that Mattel had previously viewed itself merely as a factory rather than a brand manager. \n\n> "The problem at the time was that Mattel saw itself as a factory and not a brand manager, and that was the change I wanted to make—to manage it as a brand company, not a manufacturing company," Kreiz stated.
As the company moves forward under new leadership, Mattel faces the ongoing challenge of sustaining growth across iconic brands like Barbie, Hot Wheels, and Fisher-Price while preserving its core manufacturing and marketing operations.
