Mattel’s Barbie & Hot Wheels.
Mattel’s Barbie & Hot Wheels.
Mattel’s Barbie & Hot Wheels.
Taking iconic brands beyond toys.
Taking iconic brands beyond toys.
Taking iconic brands beyond toys.
Project at a glance
Project at a glance
Project at a glance
Brand extension strategy and product design brought two iconic toy franchises into everyday use. The Barbie Pen and Hot Wheels Pencil Sharpener translated the recognizable forms and appeal of each brand into functional, collectible stationery, giving consumers a new way to engage and retailers a differentiated product proposition.
Brand extension strategy and product design brought two iconic toy franchises into everyday use. The Barbie Pen and Hot Wheels Pencil Sharpener translated the recognizable forms and appeal of each brand into functional, collectible stationery, giving consumers a new way to engage and retailers a differentiated product proposition.
Brand extension strategy and product design brought two iconic toy franchises into everyday use. The Barbie Pen and Hot Wheels Pencil Sharpener translated the recognizable forms and appeal of each brand into functional, collectible stationery, giving consumers a new way to engage and retailers a differentiated product proposition.
Contribution: Brand extension strategy, consumer product design, and collectible assortments. Program results: $14M in combined first-year sales, Mattel’s 2001 Rookie of the Year Award for the Barbie program, and exposure on Oprah’s “Favorite Things” Christmas broadcast.
Contribution: Brand extension strategy, consumer product design, and collectible assortments. Program results: $14M in combined first-year sales, Mattel’s 2001 Rookie of the Year Award for the Barbie program, and exposure on Oprah’s “Favorite Things” Christmas broadcast.
Contribution: Brand extension strategy, consumer product design, and collectible assortments. Program results: $14M in combined first-year sales, Mattel’s 2001 Rookie of the Year Award for the Barbie program, and exposure on Oprah’s “Favorite Things” Christmas broadcast.
A new place for familiar brands.
A new place for familiar brands.
A new place for familiar brands.
Barbie and Hot Wheels already commanded enormous consumer demand. The opportunity was to carry that appeal into categories and occasions beyond toys. Stationery offered a place in consumers’ everyday lives and a new retail growth platform. The challenge was to give each brand a meaningful role in the category while preserving what made it recognizable.
Barbie and Hot Wheels already commanded enormous consumer demand. The opportunity was to carry that appeal into categories and occasions beyond toys. Stationery offered a place in consumers’ everyday lives and a new retail growth platform. The challenge was to give each brand a meaningful role in the category while preserving what made it recognizable.
Barbie and Hot Wheels already commanded enormous consumer demand. The opportunity was to carry that appeal into categories and occasions beyond toys. Stationery offered a place in consumers’ everyday lives and a new retail growth platform. The challenge was to give each brand a meaningful role in the category while preserving what made it recognizable.
Make the brand the product.
Make the brand the product.
Make the brand the product.
Each brand’s physical identity shaped the product itself. The Barbie Pen turned the familiar doll into an everyday accessory, connecting fashion, identity, and collectibility with a practical function. The Hot Wheels Pencil Sharpener brought the iconic car’s physicality and play value into stationery. Recognition came through the objects’ forms and interactions as well as their graphics.
Each brand’s physical identity shaped the product itself. The Barbie Pen turned the familiar doll into an everyday accessory, connecting fashion, identity, and collectibility with a practical function. The Hot Wheels Pencil Sharpener brought the iconic car’s physicality and play value into stationery. Recognition came through the objects’ forms and interactions as well as their graphics.
Each brand’s physical identity shaped the product itself. The Barbie Pen turned the familiar doll into an everyday accessory, connecting fashion, identity, and collectibility with a practical function. The Hot Wheels Pencil Sharpener brought the iconic car’s physicality and play value into stationery. Recognition came through the objects’ forms and interactions as well as their graphics.
More reasons to collect.
More reasons to collect.
More reasons to collect.
Coordinated collectible sets expanded individual products into broader assortments. The approach gave consumers additional reasons to collect, engage, and purchase while giving retailers a more complete product proposition. Collectibility connected the familiar appeal of each franchise with an everyday category, extending the relationship beyond a single item.
Coordinated collectible sets expanded individual products into broader assortments. The approach gave consumers additional reasons to collect, engage, and purchase while giving retailers a more complete product proposition. Collectibility connected the familiar appeal of each franchise with an everyday category, extending the relationship beyond a single item.
Coordinated collectible sets expanded individual products into broader assortments. The approach gave consumers additional reasons to collect, engage, and purchase while giving retailers a more complete product proposition. Collectibility connected the familiar appeal of each franchise with an everyday category, extending the relationship beyond a single item.
Recognition that reached beyond retail.
Recognition that reached beyond retail.
Recognition that reached beyond retail.
The Barbie program earned Mattel’s 2001 Rookie of the Year Award. Inclusion in Oprah’s “Favorite Things” Christmas broadcast brought the products national consumer exposure, extending their visibility beyond retail. Together, the Barbie and Hot Wheels program generated $14M in combined first-year sales. The work illustrates a connected approach to brand extension: identify a relevant new occasion, translate what people recognize and value into a functional product, and build an assortment that gives them reasons to return. Established brand equity became a new source of revenue through products that carried each franchise into everyday life.
The Barbie program earned Mattel’s 2001 Rookie of the Year Award. Inclusion in Oprah’s “Favorite Things” Christmas broadcast brought the products national consumer exposure, extending their visibility beyond retail. Together, the Barbie and Hot Wheels program generated $14M in combined first-year sales. The work illustrates a connected approach to brand extension: identify a relevant new occasion, translate what people recognize and value into a functional product, and build an assortment that gives them reasons to return. Established brand equity became a new source of revenue through products that carried each franchise into everyday life.
The Barbie program earned Mattel’s 2001 Rookie of the Year Award. Inclusion in Oprah’s “Favorite Things” Christmas broadcast brought the products national consumer exposure, extending their visibility beyond retail. Together, the Barbie and Hot Wheels program generated $14M in combined first-year sales. The work illustrates a connected approach to brand extension: identify a relevant new occasion, translate what people recognize and value into a functional product, and build an assortment that gives them reasons to return. Established brand equity became a new source of revenue through products that carried each franchise into everyday life.
