Mattel
Making Mattel Matter Again
The Challenge
Re-establish Mattel as a cultural force by building a meaningful relationship with adult toy fans.
The Strategy
Turn collectors, artists, and designers from an overlooked audience into a new cultural community—reframing toys as collectible art and play as a lifelong creative language.
The Idea
I helped build Mattel Creations from the ground up: a cultural platform where nostalgia, design, collaboration, and play could come together. The strategy shaped everything from brand identity and editorial voice to partnerships, UX, social, and the products themselves.
My Role
Brand Strategy · Creative Direction · Campaign Development · Social · ExperientialCreative Strategy · Creative Direction · Campaign Development · Agency & Partner Direction
The Impact
A modernized Mattel brand presence, sustained year-over-year growth, sold-out product drops, and collaborations that generated cultural press beyond the toy category.
