reinvigorating an iconic brand in the age of collaboration
As a business with iconic toy franchises close to everyone’s heart, Mattel wanted to understand how they could better serve a more mature customer base - one who does not play with toys anymore but who is definitely following art and culture.
We are living in the age of collaboration - where artists, creatives and designers have their own audience waiting to see where next they will leave their mark.
Mattel Creations is a new brand platform for the business that opens up Mattel’s toys as a creative canvas for others.
Mattel Creations has launched countless collabs, generated millions of dollars in sales and, most importantly, brought a new consumer group into the world of Mattel.