The Look: Mattel

The Look Mattel 1

The Look: Mattel Plays to Win

The holidays are in full swing and this year, Mattel expects to once again top gift buyers’ holiday toy shopping lists. To remain relevant among consumers today, the company has been focused on continuing to innovate around its power brands – American Girl, Barbie, Fisher-Price, Hot Wheels and Thomas & Friends.

Among the predicted bestsellers for this holiday season is the three-story Barbie Dreamhouse that features eight rooms including a carport and home office, a working elevator that fits four dolls, a pool that has a slide descending from the story above, five pieces of transforming furniture, lights, sounds and more than 70 additional accessories. “The possibilities for play are endless,” CCO Steve Totzke notes. “The Barbie Dreamhouse is always at the top of the wish list.”

The company also expects its Fisher-Price Rocktopus, which helps children explore a variety of musical styles while learning about different instruments, rhythmic patterns and more, to top parents’ list of must-haves. Rocktopus comes with 15 musical instruments for preschoolers to mix, remix and let their creativity flow. “That’s sure to be a winner,” Totzke says. “We also have Lil’ Gleemerz that just hit shelves, and Hot Wheels and Polly Pocket are in-demand this season.”

As the retail landscape continues to evolve, Mattel has transformed its omnichannel approach with world-class execution in the aisle, online and beyond. The company showcased that this year with Hot Wheels’ 50th anniversary, with the Legends Tour, and will continue to do more with Barbie’s 60th anniversary, Thomas & Friends, Polly Pocket and beyond.


The Look Mattel 2

Mattel brought to life the popular Instagram channel, @barbiestyle, through a curated pop-up shop for adult fans in Los Angeles.


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Barbie reminds girls they can be anything in the aisle.


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Thomas the Tank Engine visits fans across the country on the Day Out With Thomas tour.


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The Hot Wheel Legends tour visited 14 cities.


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Polly Pocket went on a nationwide U.S. mall tour.


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Mattel debuts the Hot Wheels x Puma shoeline. 

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