Mattel warns of price hikes after Trump reiterates that kids can deal with fewer dolls

Mattel said it’s considering raising prices on U.S. toys, a warning that comes one day after Trump doubled down on comments that kids don’t need more than a few dolls.

Mattel said it’s considering raising prices on U.S. toy shoppers, a warning that comes one day after President Donald Trump doubled down on comments that American children don’t need more than a handful of dolls.

“Toys are such an essential part of children’s lives,” Mattel CEO Ynon Kreiz told CNBC on Tuesday morning.

While the maker of Barbie dolls and Hot Wheels cars is “committed to the uninterrupted supply of quality products at a wide range of affordable price points,” he said, Trump’s tariffs have put price hikes on the table: “Where necessary, we will be taking pricing action in the U.S.”

Analysts warned there’s a limit to what households will want to pay for dolls, games and matchbox cars after shouldering years of steep cost increases for essential goods.

“Consumers are extremely price-sensitive when it comes to toys,” said Brian Benway, senior tech and gaming analyst at the market research firm Mintel.