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Hyderabad | 13 November 2025: Mattel Inc., the global toy giant behind Barbie, Hot Wheels, UNO and Fisher-Price, has taken a major step in expanding its global operations by opening a new Global Capability Centre (GCC) in Hyderabad. The centre, located at the Gowra Palladium complex in HITEC City, reinforces the company’s commitment to building strong digital, analytics and enterprise capabilities in India.
According to Telangana Tribune, the newly launched GCC will support Mattel’s global functions across technology development, digital transformation, business processes, data analytics and supply-chain operations.
Strategic Significance for India’s GCC Landscape
Hyderabad’s emergence as a global GCC powerhouse has accelerated rapidly over the last decade, and Mattel’s arrival adds a new industry dimension to the mix. Known worldwide for its iconic consumer products and entertainment franchises, Mattel’s decision to strengthen its digital backbone through India reflects how deeply technology and analytics now define the future of global brand operations.
Industry reporting suggests the centre may initially employ several hundred professionals, with capacity to scale as Mattel expands its enterprise and digital transformation priorities.
Decoding the Hyderabad Advantage
Hyderabad’s momentum as a GCC hub is reinforced by this addition, furthering competition among Indian cities for global-services investment. Mattel’s move into Hyderabad aligns seamlessly with the city’s position as a strategic hub for digital, analytics, engineering and enterprise services. Hyderabad offers one of the strongest combinations of skilled talent, ecosystem maturity, and globally competitive cost–capability structures.
With over 400 GCCs already operating in the city, incoming multinationals like Mattel gain immediate access to experienced leadership, proven delivery models, and a robust partner ecosystem. The HITEC City corridor, home to the new GCC, is built to support global enterprises seeking scalability, secure infrastructure and high-end workspace environments. In this context, Hyderabad becomes not just a location, but a strategic enabler of Mattel’s global transformation agenda.
A Digital Hub– Not a Manufacturing Unit
While Mattel’s brand identity is deeply rooted in toys, entertainment and consumer products, the Hyderabad centre has a very different mandate. It is not a toy production facility, but a technology, services and digital operations hub powering Mattel’s global functions. The centre will strengthen Mattel’s capabilities in areas such as digital product operations, analytics-driven decision-making, global business services, finance processes and supply-chain optimisation – all core to the company’s evolution into a data-driven, digitally augmented enterprise.
This aligns with Mattel’s broader global transformation efforts, including reported explorations of AI-led engagement models to enhance brand experience and operational efficiency.
India’s toy market is projected to reach ₹3,000-4,000 crore by 2025-26, offering both consumption and capability opportunities for global players. For Mattel, establishing a strategic operations hub in India enhances its ability to drive enterprise efficiency, strengthen global process integration, and remain close to one of the fastest-growing consumer markets in the world.
