CAPABILITIES
UX Strategy
UX/UI Design
User Journey
Brand Hierarchy
Content Strategy
Campaign Strategy
Information Architecture
Art Direction
Creative Direction
Mattel Creations is a category within Mattel that brings its portfolio of brands to life through exclusive collectible toys, curated by artists. Being such a destination Mattel wanted to elevate their online platform to create deeper experiences that showcase everything they have to offer, while being flexible enough for each collab.
Calling All Creators, Kidults, and Collectors
Stories are King
The approach started with a thorough analysis of the client's product portfolio and their target audience. The wide range of brands from Barbie, Hot Wheels, Masters of the Universe, Monster High, Uno and many more, meant the design system needed to be flexible, responsive and let the content be the king.
Keeping in mind our target audience, the culture collectors, a minimalist design approach was adopted, using a simple and clean layout to showcase the toys. Color and typography were selected to create an elevated design aesthetic reflective of other high-end collectables.
Building Off What’s Working
A Branded House,
Not a House of Brands
Creating a system that worked for each brand while elevating Mattel Creations took some thoughtfulness. We accomplished a cohesive design and communication system through collaboration and rapid prototyping that quickly helped define a vision for the user experience.
Raising the Bar for Toy Collectors
The website design was successful in elevating Mattel’s direct to consumer business model with a visually appealing and user-friendly platform. Our design strategy helped build the brands credibility and influence with a new audience and accelerated the growth of this new channel.
“The Nemo team is more than a design resource for us, they are a strategic partner and help us build amazing experiences and new design systems. These systems of design helped us to elegantly and efficiently scale a rapidly growing business and raise the bar in experience for our brands and consumers."
Alexis Hoopes
VP Ecommerce