Creatable World 360° Launch Campaign
Challenge: Develop and launch the world’s first gender-neutral doll line.
Solution: Name, tagline and editorial identity that speaks to the audience and retail climate. Neutral pronouns are used; dolls and fashions are numbered, rather than named, so kids feel welcome to create their own characters.
Results: Time Magazine’s 100 Best Inventions of 2019
Toy of the Year Finalist
Millions of Media Impressions
Mattel x MoMA
Challenge: Mattel partnered with MoMA across different brands and teams. We needed a consistent editorial language to work across all items.
Solution: An editorial style guide outlining packaging, product and digital editorial guidelines for the multi-brand collaboration.
Result: We were able to maintain voice and tone for our iconic brands, while celebrating the MoMA collection through Barbie, Hot Wheels, Magic 8-Ball, Uno and Little People.
Events & Experiences
Challenge: Develop editorial assets for live events, from the Uno championship in Las Vegas, to yearly Comic-Con events, Monster Trucks Live and the Hot Wheels Legends tour to Barbie one-off events and more.
Result: Cohesive, on brand and targeted editorial to satisfy cross-functional needs and appropriate audiences per event.
Hot Wheels x MSCHF “Not Wheels”
Bronze Pencil for Cultural Driver, The One Club
Mattel partnered with art and media company MSCHF to create a surprisingly new take on a Hot Wheels vehicle. Inspired by early 1990s Japanese imports, it has three different wheels, is dented, rusted and has been not-so-professionaly repaired. My team handled naming and copy for the collaboration.
