Mattel:
play is the way
This iconic toy company partnered with Nemo to create their first global brand campaign in 70 years. The campaign, called Play Is The Way, pays homage to all the skills we develop when we play...things like creativity, empathy, problem-solving, and collaboration. Weaving a narrative of affirmation and optimism, Play Is The Way highlights a range of kids exploring the wonder of childhood. In doing this, we united a large portfolio of Mattel IP with one big idea.
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.
