Ynon Kreiz: Steering Mattel Through Global Challenges
Who Is Ynon Kreiz?
Ynon Kreiz is an Israeli-American business executive renowned for his transformative leadership in the media and entertainment sectors. Born in Tel Aviv in 1965, he earned a BA in Economics and Management from Tel Aviv University and an MBA from UCLA's Anderson School of Management. Kreiz's career includes pivotal roles such as Chairman and CEO of Fox Kids Europe, Endemol, and Maker Studios. In April 2018, he joined Mattel as CEO, becoming Chairman in May 2018. Under his guidance, Mattel has evolved from a traditional toy manufacturer into a diversified entertainment powerhouse, notably with the success of the 2023 "Barbie" film.
Career Highlights
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Fox Kids Europe (1997–2002): Expanded the network across Europe and the Middle East.
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Endemol (2008–2011): Enhanced global content production, including popular formats like "Big Brother."
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Maker Studios (2012–2016): Led the company to become a leading digital content network, culminating in its acquisition by Disney.
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Mattel (2018–Present): Revitalized the brand, focusing on entertainment ventures and sustainability initiatives.
Net Worth
As of May 2025, Ynon Kreiz's estimated net worth is approximately $49.4 million, derived from his executive roles and investments.
Related: The Women Who’ve Led Mattel: A Look at Its Female CEOs
Navigating Tariff Challenges
In 2025, Mattel faced significant challenges due to the U.S. imposing a 145% tariff on Chinese-made toys. Kreiz responded by accelerating the company's diversification of its supply chain, aiming to reduce reliance on Chinese manufacturing. Plans include relocating production of 500 toys from China and reducing U.S. imports from China to under 15% by next year, and below 10% by 2027.
Despite these efforts, the company anticipates increased costs, leading to potential price hikes on certain products. Kreiz emphasized the importance of zero tariffs on toys to maximize children’s access to play.
Conclusion
Ynon Kreiz's leadership at Mattel exemplifies strategic agility in the face of global economic challenges. By proactively addressing tariff impacts and steering the company towards a diversified and resilient future, he continues to solidify Mattel's position as a leader in the toy and entertainment industry.
