Nasdaq has lured Mattel Inc. away from the New York Stock Exchange, with the El Segundo toymaker set to begin trading on the exchange’s highest-tier Global Select Market on Sept. 28.

Mattel said late Monday that it will continue to trade under the ticker symbol MAT. The NYSE historically has been the more prestigious exchange, but with its preponderance of faster growing tech companies Nasdaq has become more competitive in recent years and has added more consumer companies

“We believe Nasdaq global technology leadership and vast product offerings provide Mattel and our shareholders with increased value,” said Dianne Douglas, Mattel’s treasurer and senior vice president of investor relations, in a statement.

Before the announcement, Mattel shares closed up 10 cents, or less than 1 percent, to $18.30 on the NYSE.