Barbie, Hot Wheels, Polly Pocket, and Matchbox—household names. But the parent brand, Mattel, had faded into the background. With new ventures on the horizon, it was time to reignite its presence.
We revamped the corporate logo, crafted Mattel's debut theatrical intro, transformed the dull corporate office into a vibrant toy company hub, and even launched a thrilling theme park.
Working with a renowned composer and an amazing animation vendor, they were able to bring my vision to life for the silver screen. The idea that Mattel is made up of many different brands but they all come together in the kaleidoscopic world of play and possibility.
From white walls and a sterile lobby, to a vibrant feast for the eyes and senses. Neon lights with Barbie accessories on display. Recreating a life-size American Girl VW bus to create a new cafe. The core values created from MEGA blocks, Matchbox cars and a timeline of Fisher Price Little People. Not to mention life-size Rock 'Em Sock 'Em Robots, Magic 8 ball and Fisher Price TV.
Mattel partnered with a hospitality company to launch their first ever theme park. Located in Arizona, we designed the logo, key art, iconography, and experiences like the cafes and queue lines.
(More to come after the late 2024 opening.)
The Employee Resource Groups are an important part of the Mattel culture. While each group has it's own representation, we wanted to bring a bit of unity to their logos while still holding true to the group values.