Cookies and Related Technologies

October 22, 2025

This Cookies and Related Technologies Notice (“Notice”) supplements the information contained in the Mattel Global Consumer Privacy Statement and explains how we and our business partners and service providers use cookies and related technologies to manage and provide our online services (such as our websites) and our electronic communications to you (such as emails) (“Services”). It explains what these technologies are and why we use them, as well as your rights to control our use of them.

In some cases, we may use cookies and related technologies described in this Notice to collect personal information, or to collect information that becomes personal information if we combine it with other information. For more details about how we process your personal information, please review the Mattel Global Consumer Privacy Statement.

Table of Contents

1. UNDERSTANDING COOKIES AND RELATED TECHNOLOGIES
2. TYPES OF COOKIES AND RELATED TECHNOLOGIES WE USE
3. WHAT WE COLLECT WHEN USING COOKIES
4. HOW WE USE INFORMATION COLLECTED VIA COOKIES
5. INTEREST-BASED ADVERTISING/THIRD-PARTY ADVERTISING & ANALYTICS
6. YOUR CHOICES ABOUT COOKIES

1. UNDERSTANDING COOKIES AND RELATED TECHNOLOGIES

Cookies are small text files stored on your computer or mobile device by websites you visit—they are like little reminder notes that websites leave on your computer or phone. These files improve your experience and allow us and our third-party partners to collect certain information about your interactions with our email communications, websites, apps, and other online services. These technologies can include web beacons, pixels, embedded scripts, location-identifying technologies and logging technologies. We will call these cookies and related technologies “cookies” for ease of reference.

Here's a breakdown of how they work and the types you might encounter:

• Session Cookies: These are temporary cookies that last only for your current visit to a website. They help with basic functions like keeping items in your shopping cart as you navigate a site. Once you close your browser or remain inactive for a while, these cookies are deleted.
• Persistent Cookies: Unlike session cookies, these remain on your device after you close your browser. They're used to remember your preferences, like keeping you logged in, and to provide personalized experiences based on your browsing history. Advertisers also use them to show you targeted ads.

Why Cookies Matter:

• They track how long you stay on a site and what you do while there.
• They help website owners understand user behavior to improve site design and functionality.
• They count visitor numbers and recognize returning visitors.
• They help show specific ads for things that might be interesting to you in particular.

2. TYPES OF COOKIES AND RELATED TECHNOLOGIES WE USE

Type of Cookies

Other Technologies We May Use

• Proximity-Based Beacons. These are small, wireless transmitters that use low energy Bluetooth technology to send signals to other smart devices in their proximity and can be used by mobile applications you have installed on your device to help locate that device’s location. We may use beacons when your device interacts with the Services, typically through a mobile application, to give you information about products as you walk through a store. Beacons only talk to your device one-way when you get close enough and only after you have given permission in your device settings.
• Pixels. These are small graphic images or other web programming code (also known as web beacons or tags) that may be included in our web pages and email messages. These and similar technologies may be used by us and our third-party providers for a number of purposes, including to make logging into our websites easier, deliver advertising cookies to your computer or for other marketing and targeted advertising purposes, monitor website activity like counting visitors to the Services, monitor how users navigate the Services, or how many particular products were viewed, and monitor whether you open our emails or click any links included in our email.
• APIs and SDKs. We may use tools provided in Software Development Kits (“SDKs”), such as embedded scripts, to collect information through mobile devices, such as the hardware model, operating system and version, identification numbers assigned to your mobile device, such as the ID for Advertising (IDFA) on Apple devices, and the Advertising ID on Android devices, mobile network data, and website usage behavior. SDKs are software packages that contain a set of tools that can be used to help build applications and implement new features in existing apps including those that collect data from your device.
• Automated Decision-Making & AI. We do not make decisions that produce legal or similarly significant effects solely by automated means. Some of the data we collect through cookies and related technologies may be analyzed by automated systems, including machine-learning models, to help us: (1) detect and prevent fraud and security threats; (2) measure and improve website performance; (3) create audience segments and deliver content or advertisements tailored to your likely interests; and (4) present personalized product recommendations or features. Our models analyze patterns—such as the pages you view, the links you click, the time you spend with certain features, and whether you engage with our emails—to predict what products, games, or videos may be most relevant to you. These predictions rely on statistical correlations rather than human review. The automated insights we generate may influence which ads you see, the order in which content appears, coupon or promotion eligibility presented on the Services, and fraud flags that can temporarily pause checkout pending human review. Where automated tools flag a transaction or user for review, trained Mattel personnel make the final decision.
  You may opt out of automated decision-making used for targeted advertising and opt out of non-essential cookies by using the Cookie Preferences tool to modify your cookie settings, a link to which is available in the footer of Mattel websites that have non-essential trackers. Please note that the Cookie Preferences tool is browser and website specific, so you must reset your preferences if you clear cookies, visit a different Mattel-owned website, or use a different browser or advice.
  When we have actual knowledge that a user is under 16 (or the relevant age of digital consent in your jurisdiction), we do not use personal information from cookies for behavioral profiling or targeted advertising unless we have verifiable parental consent (where required by applicable law).

In addition, we may use a variety of other technologies that collect similar data for security, fraud detection, and maintenance purposes. These could include advanced analytics platforms, security monitoring tools, or machine learning algorithms used to detect unusual patterns or behavior.

Please note that we link some of the personal information we collect through tracking technologies with the other personal information that we collect about you and for the purposes described in the Mattel Global Consumer Privacy Statement.

For a list of our technology partners for the websites and services, please see our Third-Party Technology List. For a list of the technology providers we use for our mobile apps, please see our Mobile App Third-Party Technology List or refer to the consent management tool in the app.

3. WHAT WE COLLECT WHEN USING COOKIES

We and our third-party partners and providers may use cookies to automatically collect certain types of usage information when you visit or interact with our email communications and Services, such as:

• Device Info: When you use the Services, we gather details about your device, like its IP address, browser type, service provider, and device specifics (like model and manufacturer). We also note the operating system, date and time stamps, and unique identifiers (like a persistent device ID or AdID) that help us recognize your browser or device. We might collaborate with third-party partners to use technology, including statistical modeling, to identify and connect with you across different devices.
• Usage Patterns: We track how you interact with the Services. This includes knowing the site you came from and where you go after leaving, how often you access the Services, and your engagement with emails (if you open them or click links). We also monitor if you use the Services on multiple devices and track other browsing actions.
• Service Interaction: We may look at how you use the Services, such as pages you visit, links you click, ads you view or interact with, and videos you watch. We may use third-party tools to capture how you interact with the Services, including recording mouse movements, scrolling, clicks, and typing. These tools might also log what you enter during chats or other interactions.
• Location Data: We might determine your general location based on your IP address to get an idea of your geographic area.
• Analytics: We may use analytics tools, including Google Analytics, to understand traffic and usage trends on our site and learn about our user demographics. If you're curious about Google's practices, you can check out their privacy policy at Google's Privacy & Terms and opt-out options at Google Analytics Opt-out.

4. HOW WE USE INFORMATION COLLECTED VIA COOKIES

We use cookies for several reasons, and where required, we will collect your consent to do so:

• Account Management: If you create an account with us, cookies help manage your signup and account settings. These usually get deleted when you log out, but some might stick around to remember your preferences.
• Remembering You: When you're logged in, cookies help us remember you, so you can access specific features. These are cleared when you log out to keep things secure.
• Subscriptions: For our newsletters or email lists, cookies help us know if you're already signed up and decide whether to show you certain notifications.
• Purchases: If you're buying something, cookies ensure your order info is remembered across pages so we can process it correctly.
• Forms: When you fill out forms on our site, cookies might save your info for future use, making it easier for you next time.
• User Preferences: To give you a personalized experience, we use cookies to remember how you like things set up on our site.
• Service Monitoring: Cookies help us track how well the Services are working and how people use them, so we can improve.
• Personalized Content: We might use cookies to understand your browsing habits, even on other sites, to suggest products or services you might like.
• Email Tracking: We use tracking in emails to see how well our marketing is working and to tailor our messages to your interests. We can see if you open the emails and how you interact with them.

For more information on our data processing practices in relation to cookies and related technologies, please see the Mattel Global Consumer Privacy Statement.

5. INTEREST-BASED ADVERTISING/THIRD-PARTY ADVERTISING & ANALYTICS

We may participate in interest-based advertising and use third-party advertising companies to serve you targeted advertisements based on your browsing history. We may permit third party online advertising networks, social media companies, and other third-party services to collect information about your use of our online services over time so that they may play or display ads on the Services, on other websites or services you may use, and on other devices you may use. Typically, though not always, the information used for interest-based advertising is collected through tracking technologies, such as cookies, web beacons, embedded scripts, location-identifying technologies, and similar technology, which recognize the device you are using and collect information, including click stream information, browser type, time and date you visited the sites, AdID, precise geolocation and other information. We may share a common account identifier (such as a hashed email address or user ID) with our third-party advertising partners to help identify you across devices. We and our third-party partners use this information to make the advertisements you see online more relevant to your interests, as well as to provide advertising-related services such as reporting, attribution, analytics and market research. We may also use services provided by third parties (such as social media platforms) to serve targeted ads to you and others on such platforms. We may do this by providing a hashed version of your email address or other information to the platform provider.

Here are some examples of our interest-based advertising practices:

• We Learn About People Who Have Similar Interests. We may learn that people who buy children’s clothing also buy toys and games for children within that same age range. Knowing this, we may send ads for toys and games to people who bought children’s clothing because they behave like or “look like” shoppers who tend to also buy toys and games in the same age range.
• We Combine Information About You from Many Different Sources. We combine information from many different sources, such as how much money you make, your age, gender, and number of people in your family, and the things you buy on and offline. For example, if we know what you have bought from in-store loyalty card swipes, we can send you online information about the things you have already shown interest in offline. In this way, your experience as a consumer is more personal across all your buying channels.
• We Know You Across All of Your Devices. Linking together your computers, tablets, and phones allows you to log into your account from all your devices or pick up where you left off in a video or movie that you were viewing on a different device.
• We Match You Across all Accounts. We may share your email address with social media companies or use their technology on our websites so that we can communicate with you when you are on social media. We also do this matching to learn if you saw our ad on social media, and if you clicked on it, and then came to our website to buy something. This helps us know if we should continue to buy ads on social media.

Third Party Partners. We work with a variety of third-party partners to provide advertising services. For example, we use Google Analytics to recognize you and link the devices you use when you visit the Services on your browser or mobile device, log in to your account on the Services, or otherwise engage with us. We share a unique identifier, like a user ID or hashed email address, with Google to facilitate the service. Google Analytics allows us to better understand how our users interact with the Services and to tailor our advertisements and content to you. For information on how Google Analytics collects and processes data, as well as how you can control information sent to Google, review Google's website, “How Google uses data when you use our partners’ sites or apps” located at www.google.com/policies/privacy/partners/. You can learn about Google Analytics’ currently available opt-outs, including the Google Analytics Browser Ad-On here: https://tools.google.com/dlpage/gaoptout/.

We may also utilize certain advanced features through Google Analytics. These features enable us to use first-party cookies (such as the Google Analytics cookie) and third-party cookies (such as the DoubleClick advertising cookie) or other third-party cookies together to inform, optimize, and display ads based on your past visits to the Services. You may control your advertising preferences or opt-out of certain Google advertising products by visiting the Google Ads Preferences Manager, currently available at https://google.com/ads/preferences, or by visiting NAI’s online resources at http://www.networkadvertising.org/choices.

Other Websites & Mobile Application Content

• Precise Location Data: We ask for your permission before accessing your device's precise location (also known as "precise geolocation"). You can disable this feature by changing your browser or device settings. However, we may still collect general location data, such as city or region, based on your IP address and other data, without requiring explicit permission.
• Session Replay Technology: We may record your interactions with the Services, including the pages you visit, the duration of your visits, and the links you click. This information is used internally for purposes like improving the Services, analyzing website performance, and resolving functionality issues.
• Plugins: Plugins, such as the Facebook "Like" button, may collect data and send it to the company that created them when you're logged into their services. These plugins operate under the privacy policies and terms of their respective companies, even if they appear on the Services.
• Logins: You may be able to log into the Services using credentials from another provider, like "Login with Google." We only access the information you permit us to receive from your account settings on that service. Like plugins, these logins are governed by the privacy policies of the respective companies.
• User Content: We offer features that allow you to submit content, such as comments, reviews, and media files. Your submissions are governed by our Terms and Conditions. Public submissions become public information, and we are not responsible for how others might use or share your content. Third-party use of your data is beyond the scope of our Privacy Statement.
• Third-party Content and Links: The Services may include content from third parties or links to third-party websites, which have their own cookies and tracking technologies. These third parties may collect data independently. We are not responsible for the privacy practices of these third parties.

6. YOUR CHOICES ABOUT COOKIES

Browser-Specific Opt-Outs. If you would prefer not to accept cookies, most browsers will allow you to change the setting of cookies by adjusting the settings on your browser to: (i) notify you when you receive a cookie, which lets you choose whether or not to accept it; (ii) disable existing cookies; or (iii) set your browser to automatically reject cookies. Be aware that disabling cookies may negatively affect the functionality of this and many other websites that you visit. Disabling cookies will usually result in also disabling certain functionalities and features of the Services.

Depending on your device and operating system, you may not be able to delete or block all cookies. In addition, if you want to reject cookies across all your browsers and devices, you will need to do so on each browser on each device you actively use. You may also set your email options to prevent the automatic downloading of images that may contain technologies that would allow us to know whether you have accessed our email and performed certain functions with it.

If you are located in the EEA, UK, or Switzerland, you may take advantage of Your Online Choices. This service allows you to select tracking preferences for most of the advertising tools. As such, it is recommended that you make use of this resource in addition to the information provided in this Cookies and Related Technologies Notice.

Our Opt-Out Tools. You can control how your personal information is used, including in for interest-based advertising, by visiting the Mattel Privacy Choice Portal. You can also opt out of non-essential cookies by clicking on “Cookie Preferences” in the footer of the website.

Third-Party Opt-Outs. Some of the companies we use may be members of the Network Advertising Initiative (“NAI”) or Digital Advertising Alliance (“DAA”). The NAI provides information regarding targeted advertising and the opt-out procedures of NAI members, including opt-out mechanisms for web browsers, mobile and other connected devices, and a tool to opt out from participating NAI members using your hashed email address for interest-based advertising. You may also want to visit the DAA's website, which provides information regarding targeted advertising and offers an opt-out for DAA-participating companies. To learn more about interest-based advertisements from participating third parties in Canada, please visit the Canadian DAA online choice page at https://youradchoices.ca/en/tools.

You can also go to https://globalprivacycontrol.org/ to download the GPC web browser plugin that tells our website your privacy preferences for cookies. We will honor your privacy rights according to the GPC signal you set.

Please note that opting out through these mechanisms does not opt you out of being served advertising from Mattel. You will continue to see non-targeted advertisements from many companies, possibly even Mattel, while online. In other words, in the case you have expressed your opt-out by the above methods, some online ads will still appear, but these will not benefit from the information Mattel could have otherwise used that is specific to you or your browsing history. The same way a printed newspaper advertisement addresses a large number of readers generally and no one reader in particular, your advertisements after opt-out will be general in nature and are placed by Mattel to advertise to the general public. Your opt-out choices are also browser and device specific; if you disable your cookies and later upgrade your browser or if you use different computers or browsers, you will need to indicate your opt-out choices across those other computers and browsers.