Overview
- .mattel is a proposed brand gTLD (generic top-level domain) applied for under ICANN's New gTLD Program.
- Applicant: Mattel Sites, Inc. (a subsidiary of Mattel Inc.).
- Intended purpose: to provide a trusted, hierarchical and intuitive namespace for Mattel, its qualified subsidiaries and affiliates, supporting brand protection, marketing and secure online channels.
History
- The .mattel string was applied for during ICANN's New gTLD Program (application disclosed on Reveal Day, 13 June 2012).
- TLD type/subtype: gTLD, brand.
- TLD status (as recorded in the source): Proposed.
- Registry listed in the source: Neustar.
- Priority noted in the source: 277 (Mattel Sites, Inc.).
Usage and Audience
- Primary users intended:
- Mattel and its qualified subsidiaries and affiliates.
- Intended uses described by the applicant:
- Protect Mattel’s online presence and identity.
- Expand marketing and promotion efforts.
- Provide a secure channel for online products and services.
- Consolidate intellectual property activities and related functions under a controlled namespace.
- Mattel indicated it would evaluate adoption and potential use cases across its business segments (e.g., Mattel Girls & Boys Brands, Fisher-Price, American Girl) over time.
Registration Rules
- Initial registration and use were intended to be limited to Mattel and its qualified subsidiaries and affiliates (a closed/controlled distribution model).
- The applicant stated this limited distribution would allow establishment of operations and sustainability.
- The application referenced Specification 9 of the template Registry Agreement and indicated an intent that the limited distribution could exempt Mattel Sites from ICANN’s annual Code of Conduct compliance requirements.
SEO and Brand Impact
- The applicant framed the .mattel gTLD as a brand-protection and trust-enhancing namespace intended to:
- Reinforce Mattel’s online identity and consumer trust.
- Provide a branded, secure channel for services and products.
- Support marketing and consolidated IP management.
Operator
Mattel IT Services, Inc.
Whois
% IANA WHOIS server
% for more information on IANA, visit http://www.iana.org
% This query returned 1 object
domain: MATTEL
organisation: Mattel IT Services, Inc.
address: 333 Continental Blvd.
address: El Segundo CA 90245
address: United States of America (the)
contact: administrative
name: Domain Administrator
organisation: Mattel, Inc.
address: 333 Continental Blvd.
address: El Segundo CA 90245
address: United States of America (the)
phone: +1 310 252 4220
fax-no: +1 310 252 3861
e-mail: proxy.administrator@mattel.com
contact: technical
name: IANA Contact
organisation: GoDaddy Registry
address: 100 S. Mill Ave, Suite 1600
address: Tempe AZ 85281
address: United States of America (the)
phone: +1 480 505 8800
fax-no: +1 480 624 2546
e-mail: iana@registry.godaddy
nserver: A.NIC.MATTEL 2001:dcd:1:0:0:0:0:9 37.209.192.9
nserver: B.NIC.MATTEL 2001:dcd:2:0:0:0:0:9 37.209.194.9
nserver: C.NIC.MATTEL 2001:dcd:3:0:0:0:0:9 37.209.196.9
nserver: NS1.DNS.NIC.MATTEL 156.154.144.109 2610:a1:1071:0:0:0:0:6d
nserver: NS2.DNS.NIC.MATTEL 156.154.145.109 2610:a1:1072:0:0:0:0:6d
nserver: NS3.DNS.NIC.MATTEL 156.154.159.109 2610:a1:1073:0:0:0:0:6d
ds-rdata: 64621 8 2 340d9cbb6a30cc146d7cda72f89d3ae7b4f634eca0fcf53d84586d13be35fc14
whois:
status: ACTIVE
remarks: Registration information: http://www.mattel.com
created: 2016-01-22
changed: 2025-06-10
source: IANA
