President Donald Trump threatened to impose a 100 percent tariff on toys made by Mattel after the company’s CEO announced plans to continue manufacturing outside the United States while reducing reliance on Chinese imports. Speaking from the Oval Office on Thursday, Trump responded sharply to the company’s strategy.
“I’ve heard [Mattel] said: ‘Well we’re going to go counter, we’re going to try going someplace else,’” Trump said. “That’s OK, let him go, and we’ll put a 100 percent tariff on his toys, and he won’t sell one toy in the United States, and that’s their biggest market.”
This warning follows rising tensions over tariffs, particularly those impacting the toy industry, which has become a focal point of the broader trade debate. The administration’s current 145 percent tariff on Chinese imports has prompted toy manufacturers to raise prices and seek relief in hopes of avoiding major holiday-season supply and pricing disruptions.
Industry leaders have expressed concern that toys, especially dolls, are being disproportionately affected. However, Trump has repeatedly downplayed those worries, suggesting that American children will be just fine with fewer toys. His latest threat, directed at one of the world’s leading doll producers, underscores the administration’s hardline stance.
Trump’s remarks came during a press briefing following the announcement of a new trade deal focused on the auto and metal industries. When asked about Mattel’s price hikes attributed to tariffs, Trump appeared dismissive. “I think they’re saying that just to negotiate deals with me,” he said.
Mattel earlier this week confirmed it would be raising prices in its U.S. operations, citing shifts in global trade and American tariffs. On the company’s first-quarter earnings call, CEO Ynon Kreiz outlined several responses to the trade environment, including reduced dependence on China, diversified supply chains, and targeted pricing adjustments.
In a recent interview, Kreiz addressed whether domestic production could offset the costs of tariffs, stating, “We don’t see that happening.” He emphasized that overseas manufacturing, where operations can be more efficient, remains the best balance for the company while design and creative work continues in the U.S.
Trump’s threat to target Mattel’s toys with a 100 percent tariff has raised eyebrows, especially since the company has not moved its operations entirely out of the U.S., but rather is shifting away from China. Still, his comments suggest a willingness to escalate pressure on companies that don’t bring more manufacturing home raising new questions about how far the administration is willing to go, and how consumers might be impacted.
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