<ARTICLE> 5
<LEGEND> THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM
         MATTEL INC.'S BALANCE SHEETS AND INCOME STATEMENTS FOR THE YEAR
         ENDED DECEMBER 31, 1996 AND IS QUALIFIED IN ITS ENTIRETY BY
         REFERENCE TO SUCH FINANCIAL STATEMENTS.
<MULTIPLIER> 1,000
       
                                        
<PERIOD-TYPE>                                  YEAR
<FISCAL-YEAR-END>                          DEC-31-1996
<PERIOD-END>                               DEC-31-1996
<CASH>                                         500,625
<SECURITIES>                                         0
<RECEIVABLES>                                  746,661
<ALLOWANCES>                                    14,354
<INVENTORY>                                    372,686
<CURRENT-ASSETS>                             1,770,841
<PP&E>                                         872,773
<DEPRECIATION>                                 293,160
<TOTAL-ASSETS>                               2,893,522
<CURRENT-LIABILITIES>                          960,368
<BONDS>                                        374,889
<COMMON>                                       279,058
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<OTHER-SE>                                   1,168,729
<TOTAL-LIABILITY-AND-EQUITY>                 2,893,522
<SALES>                                      3,785,958
<TOTAL-REVENUES>                             3,785,958
<CGS>                                        1,877,335
<TOTAL-COSTS>                                1,877,335
<OTHER-EXPENSES>                             1,287,353
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                              75,529
<INCOME-PRETAX>                                545,741
<INCOME-TAX>                                   168,100
<INCOME-CONTINUING>                            377,641
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                   377,641
<EPS-PRIMARY>                                     1.36
<EPS-DILUTED>                                     1.36

<FN>
Notes -

Per share data reflects the effects of a five-for-four stock split
distributed to shareholders in March 1996.  Previously submitted
financial data schedules have not been restated for this
recapitalization.

Fully diluted earnings per share for the year ended December 31, 1996
has been submitted in accordance with Regulation S-K, Item 601 (b)(11),
although it is not required by footnote 2 to paragraph 14 of APB Opinion
No. 15 because it results in dilution of less than 3%.