Uniting a Large Brand Portfolio with a Big Idea
Challenge: The Invisible Friend
Mattel is home to a vast assortment of iconic brands like Hot Wheels, the #1 selling toy in the world. In 2023, Barbie the doll became Barbie the blockbuster, generating a massive wave of pop culture and a billion dollars the first month in theaters. Despite the success of its powerhouse properties, the Mattel masterbrand has been quiet for decades and its purpose unclear to a broad audience.
Mattel approached Nemo to create their first brand campaign in 80 years. The assignment: Communicate the meaning behind the red Mattel logo, unite all its brands under a unifying message, and educate parents on the deeper purpose and benefits of play.
CAPABILITIES
Creative Direction
Concepting
Content Strategy
Art Direction
Design
Illustration
Copywriting
Motion Design
Video Production
Asset Creation
Parents seek brands with purpose and shared values that they can feel good about buying for their families. Mattel's products and experiences are designed to deliver an intrinsic value that inspires, entertains and helps children develop lifelong benefits. By emphasizing the importance of play, we reaffirmed Mattel as an expert and trusted partner to parents.
Insight: Play is Essential
Solution: A Purpose-Driven Platform
The campaign centers around a brand anthem, Play Is The Way. Broad enough to include every brand inside Mattel, the campaign's purpose-driven stories highlight what we discover when we play...things like creativity, independence, inclusivity, empathy, problem-solving, and social bonding.
Building a visual identity system to include Mattel's top 30+ brands was no small feat. We started by identifying the design equity in each brand—Barbie's ponytail, Hot Wheels' orange looped track, the American Girl star—and created an intricate pattern filled with easter eggs and fun surprises throughout.
We created content that naturally weaves together Mattel's hero brands, showcasing the deeper role each plays in helping kids explore the wonder of childhood. A diverse range of kids, friends, parents and grandparents are featured throughout the journey. In addition to the long form brand anthem, a series of vignettes lets Mattel connect the benefits of play to an individual brand purpose—how Hot Wheels sparks our challenger spirit, for instance.
A Unified Message
Nemo’s Play Is The Way guidelines include the campaign identity system and assets to support each brand and region, creating a unified, powerful message that puts Mattel at the heart of play.
