Mattel Opens Brands to New Ideas
Mattel has teamed with the online community Quirky to reimagine its portfolio of products and drive growth for brands including Barbie, Fisher-Price, and Hot Wheels.
Companies are now invited to submit new product ideas for toys, games and family products for Mattel brands on Quirky's global product development platform. Each idea will be considered for new product lines, the first of which could be available as early as the holiday season.
"This marks a new era for Mattel," says Richard Dickson, president and chief operating officer, Mattel. "Leveraging Quirky's platform allows us to discover new ideas for our toys and unique solutions for our baby products. Just as importantly, this new partnership will enable us to accelerate the speed and scope of invention by tapping into Quirky's dynamic community. This is an industry about creating and inventing, whether based on a consumer insight or a really fun idea. With the power of our own talented inventors and now Quirky, we are realizing our vision to reimagine Mattel's core brands and bring truly great unexpected play to families."