The iconic Barbie doll, a staple in American households for over six decades, is experiencing significant price hikes in the United States. This surge is attributed to the Trump administration’s imposition of a 145% tariff on Chinese imports, a move that has sent ripples through the toy industry and raised concerns among consumers and retailers alike.
Mattel, the California-based manufacturer of Barbie and other popular toys, announced plans to increase prices on certain products sold in the U.S. to offset the financial impact of the new tariffs. The company estimates that these tariffs will add approximately $270 million to its costs in 2025. In response, Mattel is accelerating efforts to diversify its supply chain, aiming to reduce its reliance on Chinese manufacturing. Currently, about 20% of Mattel’s U.S.-sold products are produced in China, but the company plans to lower this figure to below 15% by 2026 .
The tariffs have led to noticeable price increases for Barbie dolls. For instance, a Barbie doll in a swimsuit saw a 42.9% price jump at Target within a single week in April 2025, now retailing at $14.99 . Such increases are causing concern among American families, particularly those with limited budgets. The Toy Association, representing the U.S. toy industry, has called for the elimination of tariffs on toys, emphasizing that such measures hinder children’s access to play and development .
President Donald Trump has downplayed the impact of the tariffs on consumers, suggesting that children can be content with fewer toys. “Well, maybe the children will have two dolls instead of 30 dolls,” Trump stated, adding that “the two dolls will cost a couple bucks more than they would normally” . These comments have drawn criticism from industry leaders and parents, who view them as dismissive of the financial strain on families.
Jonathan Cathey, CEO of The Loyal Subjects, a Los Angeles-based toy company, expressed his frustration, stating, “COMPLETELY out of touch. If that ain’t a ‘Let them eat cake’ moment shot through the echoes of history?” .
While Mattel and other companies are seeking to move production out of China, the transition is complex. China’s manufacturing infrastructure for toys, including specialized techniques like rooting synthetic hair onto dolls, is not easily replicated elsewhere. James Zahn, editor-in-chief of The Toy Book, noted, “We don’t have any capacity in the U.S. to make rooted doll hair. Some of them are hand-painted, others are done with a Tampo (printing) machine” .
