Mattel, the iconic toymaker renowned for its Barbie brand, has notably shifted its stance on diversity, equity, and inclusion (DEI) initiatives.
This change marks a departure from its previous commitments to enhancing ethnic representation within the company. In a recent proxy statement dated April 3, the company omitted any mention of DEI plans, a stark contrast to its declarations from the prior year, where it pledged to "increase representation of ethnicity at all levels of the organization."
According to RedState, this pivot comes in the wake of President Donald Trump's executive order, which terminated DEI practices within federal agencies and urged corporate America to follow suit. The Hollywood Reporter highlighted the absence of references to "diversity" or "ethnicity" initiatives in Mattel's latest communication to shareholders, signaling a significant shift in the company's public stance on these issues.
Despite this apparent retreat from DEI disclosures, Mattel maintains that "inclusion is part of our DNA." The company emphasized its commitment to fostering a workplace that attracts talented individuals and cultivates a culture of respect and belonging. "We foster an environment that attracts incredibly talented people and a culture of respect and belonging that were very proud of, which benefits our business and consumers," Mattel stated. Furthermore, the company underscored its dedication to authenticity in its products, asserting that "play is our language, and we speak to our consumers authentically by representing the world as they see and imagine it."
This recent development stands in stark contrast to Mattel's 2024 shareholder meeting, where DEI initiatives were prominently featured. At that time, the company expressed its ambition to "increase representation of ethnicity at all levels of the organization" and to enhance collaboration among "underrepresented identities" within the company. The 2024 filing also highlighted the diversity of its board, noting that 30 percent of nominees were minorities. However, such details were conspicuously absent from the 2025 report.
Mattel's decision to scale back on DEI disclosures aligns with a broader trend among major corporations, including Target and Walmart, which have similarly retreated from DEI commitments following President Trump's executive order. Target, for instance, transitioned from a strong endorsement of diversity and inclusion to announcing the conclusion of its three-year DEI goals and its Racial Equity Action and Change (REACH) initiatives by 2025.
As businesses navigate the evolving landscape of corporate responsibility and social initiatives, Mattel's recent actions reflect a cautious approach to DEI commitments. While the company continues to emphasize its dedication to inclusion and authenticity, the absence of specific DEI goals and metrics raises questions about the future direction of its diversity efforts.
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