Mattel Names Roger Lynch CEO as Turnaround Struggles; Shares Fall 5%

Mattel Inc. appointed Roger Lynch as chief executive, replacing Ynon Kreiz, the toy maker announced on September 30, 2026. Lynch, a Mattel board member since 2018, steps down from his role as CEO of publisher Condé Nast. Mattel shares fell more than 5% in early trading and are down over 35% year to date. Kreiz led Mattel since 2018 and oversaw the 2023 box office hit "Barbie," but the company has struggled to convert toy brands into film franchises. This year's "Masters of the Universe" adaptation disappointed at the box office. In February, Mattel reported weak holiday sales and projected another slow year as Barbie lost momentum. The company said it will increase focus on digital games and toys tied to movie franchises.