Mattel
TOY
Key Art // CPG // Experiential // Digital // Style Guide
From digital to print executions, Clever has worked with the Mattel team delivering experiential and digital narratives across multiple of their iconic catalog of brands through compelling executions that stand the test of time for this timeless brand.
Barbie 60th Anniversary: Dreamhouse Influencer Kit
CPG // Influencer box
To celebrate the 60th anniversary of the iconic Barbie DreamHouse, Mattel enlisted our agency to design a buzz-worthy influencer box. This milestone redesign of the DreamHouse was not just about celebrating a beloved toy, but also about spreading joy and fostering a sense of community and philanthropy.
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Influencer Box Design:
We created a visually stunning and engaging influencer box, about the size of a banker’s box, filled with a curated collection of Barbies, her friends, a car, a gameboard, and related pieces. This box was designed to be an exciting unboxing experience for influencers and their children, captivating them from the moment they received it.
Gamification:
To amplify the sense of play and excitement, we gamified the design of the mailer. Inspired by the classic game Chutes and Ladders, we developed a unique game that highlighted the new features of the redesigned DreamHouse. This interactive element promoted engagement and encouraged influencers to share their experiences on social media, creating a layered dialogue about how a home becomes a part of our identity, filled with love, kindness, thoughtfulness, a healthy mindset, and community.
Philanthropic Integration:
In collaboration with PATH (People Assisting the Homeless), Mattel included a philanthropic overlay in this campaign. For every DreamHouse influencer box distributed, Mattel donated a DreamHouse product and doll set to children moving into their first homes through PATH. This initiative aligned with PATH's mission to end homelessness and fostered a sense of empowerment and community, ensuring that every child could experience the joy and creativity that Barbie brings. -
The influencer box was a resounding success, generating significant buzz across social media platforms. Influencers and their children enthusiastically shared their unboxing experiences and gameplay, promoting the redesigned Barbie DreamHouse to a wide audience. The philanthropic component added depth to the campaign, reinforcing Mattel’s commitment to social responsibility and community building.
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Mattel praised the campaign for its creativity, engagement, and the positive impact it had on both the influencers’ followers and the children supported by PATH. The combination of playfulness and philanthropy created a memorable and meaningful celebration of the Barbie DreamHouse’s 60th anniversary.
Reimagining Key Art for Barbie in The Nutcracker
Key Art Design // Retail Merchandising // Packaging Design
To bring the beloved holiday tradition of Barbie in The Nutcracker to life at retail, we reimagined the key art for the new doll collection and accessories, taking a modern approach that met the needs of merchandising and packaging design. The updated key art and in-store displays captured the magic of the classic Nutcracker story with a contemporary twist, creating a cohesive and captivating shopping experience. This project successfully enhanced brand engagement during the winter season, receiving high praise from Mattel for its enchanting and effective design.
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We took a modern approach to the new doll designs, creating key art that reflected the contemporary aesthetic while maintaining the magic of the classic Nutcracker story. Our designs met the specific needs of retail merchandising and packaging, ensuring that the new look and feel were consistent across all in-store displays and packaging. The result was a captivating and cohesive presentation that delighted shoppers and brought the holiday spirit to life.
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The updated key art and retail displays successfully captured the essence of the Nutcracker tradition with a fresh, modern twist, enhancing the shopping experience and boosting engagement with the Barbie brand during the holiday season.
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Mattel praised the modern yet enchanting designs that seamlessly integrated with their retail strategy, making the Barbie in The Nutcracker collection a standout success during the winter season.
Enchantimals: Glam Party Retail Launch
Key Art // Advertising // In-Store Displays // Brand Guidelines
To bring the Enchantimals: Glam Party line to life at retail for Fall 2023, our agency reimagined the key art with a whimsical and glamorous touch, designed captivating ads and in-store displays, and developed comprehensive brand guidelines for consistent visual identity. The cohesive and enchanting presentation effectively highlighted the charm of the new doll collection, engaging shoppers and reinforcing the brand's appeal, earning high praise from Mattel for its successful integration with their retail strategy.
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We reimagined the key art for the Enchantimals: Glam Party line, infusing it with a whimsical and glamorous aesthetic to capture the essence of the new doll series. Our designs met the needs of retailer merchandising and packaging, creating a cohesive and enchanting in-aisle experience. Additionally, we developed comprehensive brand guidelines to help other teams maintain consistency and uphold the brand's visual identity.
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The new key art and retail displays successfully highlighted the charm and glamour of the Enchantimals: Glam Party collection, attracting attention and engaging shoppers. The brand guidelines ensured a unified look and feel across all promotional materials, reinforcing the brand's identity and appeal.
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Mattel praised the whimsical and effective designs that seamlessly integrated with their retail strategy, making the Enchantimals: Glam Party line a standout success for Fall 2023.
Ever After High Publishing Guide
Content Guide Design // Storytelling // Character Development // Visual Assets // Brand Applications
Clever Creative produced a comprehensive publishing guide for the Ever After High collection, detailing character storylines, visual assets, and brand applications to help third-party publishers bring the animated series to life. This guide included character profiles, new on-brand visual assets, and instructions for extending the Ever After High experience beyond product packaging. The project successfully ensured consistent and engaging content creation across various platforms, earning high praise from Mattel for its creativity and thoroughness.
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Storytelling and Character Understanding:
We crafted detailed character profiles and storylines to ensure a deep understanding of each character’s background, motivations, and development arcs. This included exploring their connections to their famous fairy tale parents and the unique challenges they face in deciding their destinies.
Visual Assets and Graphics:
Our team designed a variety of visual assets, including illustrations, graphics, and digital elements that captured the essence of the Ever After High world. We used found objects and manipulated them to create new, on-brand assets, ensuring a fresh yet consistent look for all content.
Brand Applications:
The guide provided comprehensive instructions on how to bring the Ever After High property to life across all touchpoints beyond product packaging. This included guidelines for digital content, social media, marketing materials, and merchandising displays.
Content Guide for Publishers:
We created an extensive content guide for third-party publishers, serving as an index and catalog for all brand assets. This guide ensured that all publishers had access to the necessary resources and guidelines to maintain brand consistency and effectively convey the Ever After High story. -
The publishing guide successfully equipped third-party publishers with the tools and knowledge to create engaging and consistent content for the Ever After High series. The comprehensive storytelling, visual assets, and brand applications provided a clear roadmap for bringing the enchanting world of Ever After High to life across various platforms.
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Mattel praised the detailed and creative approach of the publishing guide, highlighting its effectiveness in maintaining brand integrity and enhancing the storytelling experience for the Ever After High collection.
My Garden Baby
CPG // Digital
To launch the enchanting My Garden Baby dolls, our agency developed a strategic and creative social media campaign for Mattel, featuring custom assets like static images, videos, and GIFs. These assets showcased the delightful play patterns and unique features of the butterfly baby dolls, engaging the audience and driving significant brand awareness. The campaign successfully highlighted the whimsical and nurturing aspects of the new doll line, resonating with both parents and children, and received high praise from Mattel for its effectiveness and creativity.
