BUILDING A NEW BUSINESS UNIT FOR MATTEL

Collaborations

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Content

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Strategy

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Creative

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Events

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Seeding

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Influencer

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Producttion

Collaborations • Content • Strategy • Creative • Events • Seeding • Influencer • Producttion

Mattel was winning with children and moms alike, but the 16-24 year old was not buying their products. Why? Lack of relevance. Highsnobiety took on this challenge and, in partnership with Mattel, established an innovative business division named "Mattel Creations."

This new venture was founded on the concept of a drop model, merging Mattel's iconic intellectual property with today's foremost creators to create a new and captivating destination merging content with commerce.

Highsnobiety provided creative strategy, design, and consulting services to Mattel, covering aspects like the launch and drop strategy for MattelCreations.com, alongside marketing strategy, collaboration matchmaking, creative and art direction, social media management, paid media, content production, influencer seeding, and events.

Mattelcreations.com

  • MattelCreations.com is a digital platform created in collaboration between Highsnobiety and Mattel. It serves as a unique online space that showcases a fusion of Mattel's iconic intellectual properties with the creative works of modern creators.

    This platform offers a fresh perspective on Mattel's products and engages a wider audience, particularly the 16-24 age group, by revitalizing the appeal of their offerings through innovative collaborations and storytelling.

A History of Mattel

  • 75 years ago Mattel was founded as a creations company, thriving at the intersection of culture and play.

    Today, we narrate its journey, gazing both backward and ahead, to symbolize the upcoming chapters for this toy manufacturer in this interactive hub developed by Highsnobiety.

The Art of Engineering

  • Highsnobiety reimagined four toy icons in 'The Art of Engineering' series for Mattel Creations.

    We took a peek under the hood at the creative genius behind some of Mattel’s most iconic properties — Barbie, Hot Wheels, Magic 8-Ball, and Masters of the Universe — showcasing the design and engineering required to turn ordinary materials into beloved play things.

    We also enlisted the talents of four emerging artists — Cristina Martinez, Distortedd, Gianni Lee, and Travis Ragsdale — to create their own interpretation of these legendary franchises, giving them carte blanche to tell their stories using Mattel toys as their canvas for expression.

Mattel Creator Stories

  • We commemorated creators' beloved Mattel experiences through a fresh series named "Creator Stories,” introducing four distinctive collectors: MADSAKI, Manson Cheung, Kayoko Takahashi, and Rebecca Shipman.

    Highsnobiety identified the talent, developed the creative narrative, and managed asset production.

Uno x Chanel Abney Collaboration

  • As a component of the UNO artist series, Highsnobiety selected Nina Chanel Abney to showcase a fresh iteration of Uno playing cards. These cards embody Abney's vibrant artworks, which delve into a wide array of topics including religion, politics, sex, and celebrity. Abney's intricate illustrations masterfully capture these subjects, resulting in a visually

    Highsnobiety identified the talent, developed the creative narrative, and managed asset production.

Uno x Takashi Murakami Collaboration

  • Takashi Murakami redesigns Mattel Creations' UNO. The legendary collaboration marks the fifth iteration of UNO’s Artiste Series which calls on defining artists to reimagine UNO card’s iconic deck.

    Highsnobiety identified the talent, developed the creative narrative, and managed asset production.