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.

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Play is the Way