In honor of Mattel’s 75th anniversary, the toy giant has launched a new e-commerce and content platform called Mattel Creations. The platform will include curated items for sale, highlight creator collaborations both past and present and offer a peek into the creative process.
Mattel is exhibiting at Festival of Licensing, the month-long virtual celebration of the global licensing industry, which takes place online Oct. 6-29. It’s free to register and attend via www.festivaloflicensing.com.
Richard Dickson, president and chief operating officer, Mattel and Chris Down, chief design officer, Mattel, discussed the process of collaborative toy making in the pop culture space while introducing their new platform at Comic-Con at Home earlier this year.
“It is a flexible platform that is designed to showcase some of the most interesting thinking that never even makes it to the mass market shelves of a Walmart, an Amazon or a Target that lives within our house and with our creative collaborators,” says Down. “[We work with] some of the most interesting and exciting partners that inspire us to do what we do that may not be interesting in a mass market sense but may be very exciting and interesting to the right collector or the right enthusiast or the right pop culture connoisseur. Mattel Creations really is the platform for that.”
Collections and items in Mattel Creation’s inaugural drop include the Artist Collaboration Collection, featuring artists like Gianni Lee for Masters of the Universe, Cristina Martinez for Barbie, Travis Ragsdale for Hot Wheels and Distortedd for Magic 8.
In addition to the platform launch, Mattel is teaming up with ProjectArt, which offers tuition-free after-school art classes to children in divested areas.