Mattel had a problem hiding in plain sight: the most passionate toy fans in the world were adults — collectors, artists, designers — and the company had no way to speak to them directly.

I helped build Mattel Creations from a blank slate. Not just a DTC platform, but a cultural position: toys reframed as collectible art, nostalgia as creative identity, play as a lifelong language.

The strategic foundation came first. Who were we building for? What did they believe that the mainstream didn't? What would make them feel seen rather than marketed to? We were the audience — collectors ourselves — and that insider perspective drove every decision, from brand identity and editorial voice to collaborator partnerships, UX, and social presence.

The platform launched as a genuine community, not a storefront. Artists, designers, and fans united around a simple belief — play never ends — and it showed up commercially: sustained year-over-year growth from launch, with drops that sold out and collaborations that generated press beyond the toy category.