The goal was to change the idea that toys are just for kids, redefining them as sources of joy and inspiration for everyone. This required a shift in society's perception, recognizing toys as tools for creativity, nostalgia, and connection throughout adulthood. That's why we launched Mattel Creations, a site dedicated to the mission that play never ends.
Concept to branding, strategy to collaborator choices, social and ux design, we built this platform from nothing and turned it into a thriving, lucrative toy category.
Logo and tagline creation.
Designed a new direct-to-consumer UX, elevated product and artist photography and offered behind-the-scenes info to create hype.
Launched the social channels with a strategy to create community and fandom surrounding our IP and elite collaborations.
Created a video series explaining the mindset of collectors, artist collaborators and product designers.
Designed pop up stores to highlight special exclusive creations and celebrate the artist's vision.