Interior designer and author will elevate Fisher-Price with new, modern designs.

Fisher-Price, a subsidiary of Mattel, has appointed designer and author Jonathan Adler to the role of creative director.

Adler’s appointment will further the brand’s business strategy to elevate its appeal with millennial parents through new collaborations.

In a multi-year agreement, Adler will consult on style direction for Fisher-Price. Adler’s work will debut this fall with baby gear, newborn toys, crib bedding, nursery décor and infant apparel.

“Fisher-Price is an iconic and beloved global brand and it has been a dream to collaborate with them. My goal is to marry modern design with the brand’s expertise in early childhood development,” says Adler. “Babies–and parents–deserve baby gear and toys as stylish as they are.”

In addition to his appointment at Fisher-Price, Adler is known for his interior design work. In the past, Adler has licensed his work to various companies including PartyLite and Formica for home décor, as well as United Legwear Company and REM Eyewear for apparel, eyewear and accessories.

“Jonathan’s influence will bring a modern sensibility to our iconic design,” says Jean McKenzie, executive vice president, Fisher-Price. “While staying true to what we’ve always stood for–enriching developmental play, quality and safety–we are contemporizing form, function and style to write a new chapter in our brand history.”