MATTEL MOBILE AND GAME APPS – PRIVACY NOTICE
October 21, 2025
This Privacy Notice for Mattel Mobile and Game Applications (“Apps Notice”) describes how Mattel collects, uses, shares, and otherwise processes personal information when you download, register for, or use any Mattel mobile or game application (each an “App” and together, the “Apps”) that displays or links to this Apps Notice. The Apps covered here are intended for adults who are at least eighteen (18) years of age, or the age of legal majority in their place of residence, whichever is higher.
If an App is specifically designed for, marketed to, or otherwise intended for users under eighteen (18), that App will contain a link directing you to the Mattel Privacy Notice for Parents and Children, which explains how we handle minors’ data.
This Apps Notice supplements—and should be read alongside—the Mattel Global Consumer Privacy Statement, which is our overarching privacy disclosure. It outlines Mattel’s data-processing practices and includes key definitions, such as what we mean when we say "Mattel" or use terms like "personal information." It also contains regional-specific disclosures and more details about our data security and retention practices.
Table of Contents
1. YOUR PRIVACY CHOICES
Depending on where you live, you may have certain privacy rights, such as the right to ask us what information we collect about you, how we use it, to have access to it, or even delete it. To learn more about the rights that may be available to you, and exercise such rights, please visit the Mattel Privacy Choice Portal. You can also review the Region-Specific Disclosures in our Mattel Global Consumer Privacy Statement, which provides a breakdown of additional rights you may have based on your jurisdiction.
In addition, you can control your personal information in the following ways:
- In-App Privacy Settings
- Opt Out of “Selling” or Sharing for Targeted Advertising
You can click on the Do Not Sell or Share My Personal Information link to ask us not to share your personal information for targeted advertising purposes, or “sell” your personal information. To exercise the right to opt-out of the "sale" and "sharing" of personal information through cookies and online tracking technologies, you also have to opt-out out of nonessential cookies using our Cookie Preferences Tool, also available in the app. - Opt Out of Tracking Technologies You can use our Cookie Preferences tool to control what types of cookies or trackers we may use when you access Mattel’s websites and other digital Apps, or to opt-out of data “sales” or targeted advertising. Your selections in the Cookie Preferences tool apply only to the specific app in which you are accessing it.
- Push Notifications If you have accepted push notifications through an App that is our mobile application, you can also turn off push notifications in your device settings.
- Opt Out of “Selling” or Sharing for Targeted Advertising
- Opt Out of Marketing Communications from Us
We may provide you with the option to update your information or to opt out of marketing communications. You may opt out of marketing communications as set forth below.- Emails. If you wish to opt out of marketing email messages that we send to you, you can unsubscribe through the opt-out mechanism included in each marketing email we send to you. We reserve the right to send you certain email communications relating to your use of our websites, service announcements, notices of changes to this Privacy Statement or our other terms, or similar administrative or transactional messages. If you opt out of marketing emails, you may still receive these transactional account messages.
- Text Messages. If you sign up to receive SMS or MMS or RCS messages that may be offered in connection with use of an App, you may unsubscribe by replying “STOP.” Learn more about our Text Message Program.
2. HOW WE COLLECT AND USE PERSONAL INFORMATION
| Category of Information | How We Collect | Purpose(s) | Legal Basis (GDPR) / Business Purpose (U.S.) | Categories of Third Parties to Whom we Disclose for Business Purposes or to whom it is Sold or Shared for Targeted Advertising |
|---|---|---|---|---|
Account & Profile Data – name, display name, e-mail, password, avatar, preferred language, country, adult age range. | You provide in-App forms or using a supported single-sign-on (“SSO”) such as “Login with Apple,” “Login with Google,” or a Mattel ID. Specifically, some Apps allow or require you to create a Mattel ID, or to authenticate through a third-party login provider. When you link an SSO credential, the provider shares with us only the information you authorize (generally your name, e-mail address, and a platform-specific identifier). You may unlink your SSO account through the settings offered by the third-party provider and/or within the App. Doing so may limit features such as cloud save. |
| Contract performance (e.g., to provide the App and core features such as account creation and authentication); Legitimate interests (e.g., to maintain account security and enable service delivery) |
Sold/shared for targeted advertising to advertising and analytics partners and other trusted joint-marketing partners |
Gameplay & Usage Data – level progression, in-game purchases, session length, crash logs | Automatically via the game engine or mobile OS |
| Contract performance (e.g., to enable gameplay features and save progress); Legitimate interests (e.g., to monitor App quality, debug, and improve performance) |
Sold/shared for targeted advertising to advertising and analytics partners and other trusted joint-marketing partners |
Payment Data – purchase amount and date, currency, transaction ID (processed by third party app store) | Received from platform provider (Apple, Google, Microsoft) after purchase | Fulfill digital goods transactions Provide refunds, support, or tax documentation | Contract performance (e.g., to process your purchase and deliver digital goods); Legal obligation (e.g., to comply with tax and accounting requirements) |
Not sold or shared for targeted advertising |
Support & Communications – messages to customer support, survey responses, beta feedback | Directly from you by e-mail, in-App chat, or web form |
| Legitimate interests (e.g., to provide customer support and improve user experience based on feedback) |
Not sold or shared for targeted advertising |
Device Identifiers – Device ID, IP address, advertising ID (IDFA/GAID) | Automatically from your mobile device. For a more detailed explanation of what we collect and how we use these technologies, please review our Cookies and Related Technologies Notice. |
| Legitimate interests (e.g., to detect and prevent fraud or abuse, maintain security); Legal obligation (e.g., to comply with platform or regulatory requirements) |
Sold/shared for targeted advertising to advertising and analytics partners, social media platforms, and other trusted joint-marketing partners |
Advertising and Analytics Data – device type, OS, App version, screen flows, engagement metrics | Our Apps collect this information through embedded software development sits (or “SDKs”) (e.g., Firebase, Adjust). For a more detailed explanation of what we collect and how we use these technologies, please review our Cookies and Related Technologies Notice. |
| Consent (e.g., when you accept analytics tracking in-App); Legitimate interests (e.g., to analyze aggregated usage data to improve product features and content) |
Sold/shared for targeted advertising to advertising/analytics partners, data aggregators, and other trusted joint-marketing partners |
3. PERSONAL INFORMATION AUTOMATICALLY COLLECTED THROUGH TRACKING TECHNOLOGIESTECHNOLOGIES
When you download, access, or interact with any of our Apps, we and certain authorized third-party partners automatically collect information about your device and your use of the Apps through software development kits, application programming interfaces, local storage objects, software agents, pixels, beacons, and other similar tracking technologies that function in a manner comparable to browser cookies but are designed specifically for the mobile and gaming environment. These technologies assign or access unique identifiers—such as your device identifier, advertising identifier, platform identifier, or in-game identifier—which enable us to recognize your device across sessions, distinguish your gameplay or App activity from that of other users, and log interactions within the App, including without limitation screens viewed, levels attempted, achievements unlocked, virtual items purchased, and other gameplay metrics.
The data we collect through these in-App technologies allow us to deliver core functionality (for example, facilitating log-in, saving game progress, enabling multiplayer features, and preventing fraud), analyze aggregated usage and performance to understand how users engage with various features, personalize in-App experiences by presenting content or offers that are more likely to be relevant to your preferences, and measure the effectiveness of in-App advertisements, cross-promotions, push notifications, and other communications. Where required by applicable law, including but not limited to laws governing the use of tracking technologies for targeted advertising, we will request and obtain your affirmative consent before initiating or deploying any such technologies within the Apps.
For a more detailed explanation of what we collect and how we use these technologies, please review our Mobile App Third-Party Technology List.
4. ADDITIONAL INFORMATION ON OUR USES AND DISCLOSURES OF PERSONAL INFORMATION
In addition to the uses described in the sections above, we may use all of your personal information in the Apps in the following ways:
- Internal Business Purposes: We use this information to operate, maintain, enhance, and improve the Apps and any related online services, to analyze how users interact with in-App features, and to identify and remedy performance issues (such as crashes, latency, or bugs).
- Security: We use personal information—such as device identifiers, operating system data, and in-App activity—to help safeguard the Apps, prevent fraud, detect and respond to security incidents, and troubleshoot technical problems so that the Apps remain a safe environment for all users.
- Other purposes disclosed at the time of collection or with your consent: We may use your personal information for purposes specifically explained to you within the Apps (for example, enabling in-App social sharing or optional location-based features) or as otherwise authorized by you.
Categories of Service Providers and Third Parties
In the tables above, we have provided a list of different types of service providers (processors) and third parties with whom we may share your personal information. This section provides additional information about each category:
- Advertising and Analytics Partners: Mobile analytics providers, ad networks, and marketing partners assist us in measuring in-App usage, attribution, and the effectiveness of ad campaigns. They may rely on mobile advertising identifiers (e.g., IDFA or AAID), software development kits (SDKs), and similar technologies to collect data about your interaction with in-App advertisements or promotional messages.
- Social Media Platforms and Other Third-Party Platforms: If you choose to link or log in to the Apps through social media accounts or share content from the Apps to social platforms, we disclose the necessary information to facilitate those interactions in accordance with your platform settings and the platform’s privacy policy.
- Data Aggregators and Data Brokers: These entities compile personal information from various offline and online sources and provide demographic and interest-based audience insights that help us refine the content and functionality of our Apps.
- Sweepstakes/Contest Partners: When we run in-App contests or sweepstakes, administrators, prize providers, and fulfillment vendors receive the information required to verify eligibility, select winners, and deliver prizes.
- Third-Party Business Partners: We may collaborate with unaffiliated companies on in-App co-branded experiences or cross-promotions and share information necessary to execute those initiatives.
- Order Fulfillment Vendors: For in-App purchases, we share information with payment processors, digital storefront operators (such as third-party app-store providers), and delivery or logistics vendors, where applicable, to complete transactions and provide customer support.
- Technology Systems Service Providers: Cloud hosting, database hosting, crash reporting, and back-end infrastructure providers support the functionality and scalability of our Apps.
- Security Vendors: Cybersecurity firms and consultants help protect the Apps from unauthorized access and investigate potential security incidents.
- Communications Service Providers: Push-notification platforms, email service providers, and SMS vendors facilitate our communications with you regarding App updates, changes to terms, or promotional offers.
- Customer Service Providers: Contact-center, live-chat, and in-App support vendors assist us in responding to user inquiries and resolving issues.
In addition to the disclosures outlined in the tables above, we may disclose all of your personal information in the following ways:
- Security Vendors/Service Providers: These are specialized companies and consultants that assist us in maintaining the security and integrity of our systems. They provide services such as threat detection and monitoring, cybersecurity assessments, encryption services, and incident response management. Their expertise helps protect our digital infrastructure from unauthorized access, data breaches, and other cyber threats, ensuring the safety of your personal information.
- Government Agencies and Law Enforcement: In compliance with applicable laws, we may be required to disclose your personal information to government bodies or law enforcement agencies. This can occur in response to lawful requests such as subpoenas, warrants, or court orders. Such disclosures are necessary for fulfilling legal obligations, assisting in criminal investigations, or protecting public safety.
- Third Parties in Legal Actions: Your information may be disclosed to third parties involved in legal proceedings when required to comply with court orders or to exercise or defend legal claims. This includes providing evidence, responding to discovery requests, or fulfilling other legal processes where your data is relevant to the case.
- Business Transactions: During significant business events such as mergers, acquisitions, bankruptcy, or sales of company assets, your personal information may be part of the assets transferred to the acquiring entity. This allows the new entity to continue providing services to you seamlessly. During such transactions, we ensure that confidentiality agreements are in place to protect your data during the due diligence process and beyond.
- Third Parties at Your Direction: We may share your personal information with third parties when you explicitly consent or direct us to do so. This could include sharing information with partners for joint promotions, or when you use a feature or service that involves third-party integration. Your consent ensures that you have control over how your data is shared and with whom.
- Other Service Providers: These are vendors or contractors who provide specific services to us or directly to you on our behalf. They might include payment processors, customer support teams, or IT service providers.
Sharing within the Mattel Group of Companies
As part of our commitment to providing an integrated and seamless experience, we may share your personal information collected through the Apps with affiliates and subsidiaries of Mattel. These affiliated companies may use your personal information to offer integrated services and products, ensuring a cohesive experience across our brands.
By sharing information within the group, we can enhance product development, marketing strategies, and customer support, providing you with a more personalized and comprehensive service. This sharing allows us to leverage our collective expertise and resources to enhance your interactions with our brands, and allows us to innovate, improve service quality, and deliver a unified brand experience.
5. CHANGES TO THIS APPS NOTICE
We may update this Apps Notice periodically. Material changes will be announced in-App or by other reasonable means. The “Last Updated” date at the top indicates when revisions became effective. Continued use of the Apps after an update constitutes your acknowledgement of the revised Apps Notice.
6. CONTACT US
If you have any questions or complaints regarding this Apps Notice, or our treatment of your personal information, you may contact Mattel Global Consumer Support. Please indicate which of our brands you have interacted with in the subject line.