Mattel Taps Diverse Group of Creators For ‘Collaboratory’ Collection
Niko Pajkovic — December 6, 2021 — Life-Stages
References: creations.mattel & modern-notoriety
Mattel Creations has announced the launch of its new 'Collaboratory' collection -- a concise selection of one-of-a-kind toys designed by four creatives from varying backgrounds. The creatives tapped for the collection include fashion designer Aleali May, surfer and actor Evan Mock, avant-garde jeweler Kristopher Kites, and multidisciplinary artist Blue the Great.
These four creatives were asked to design their own unique Mattel toys using one of the brand's existing intellectual properties. For example, Evan Mock choose to tackle the Hot Wheels line, designing a replica Toyota pick-up truck. Meanwhile, Alaeli May took to Barbie to create a new 'Fashion Pack' consisting of cargo pants, a bright green bodysuit, matching knee-high boots, a t-shirt, high heels, and sunglasses.
Elsewhere, Blue the Great created a custom Thomas the Tank Engine featuring his signature bubble lettering, while Kristopher Kites constructed a limited-edition Orko pendant, which he borrowed from Mattel's 'Masters of the Universe' series.
Image Credit: Mattel Creations
These four creatives were asked to design their own unique Mattel toys using one of the brand's existing intellectual properties. For example, Evan Mock choose to tackle the Hot Wheels line, designing a replica Toyota pick-up truck. Meanwhile, Alaeli May took to Barbie to create a new 'Fashion Pack' consisting of cargo pants, a bright green bodysuit, matching knee-high boots, a t-shirt, high heels, and sunglasses.
Elsewhere, Blue the Great created a custom Thomas the Tank Engine featuring his signature bubble lettering, while Kristopher Kites constructed a limited-edition Orko pendant, which he borrowed from Mattel's 'Masters of the Universe' series.
Image Credit: Mattel Creations
Trend Themes
1. Artist-designed Toys - Toy companies should collaborate with artists to create limited-edition toys that collectors would want to purchase.
2. Collaborating with Influencers - Brands should work with artists, influencers and fans to crowdsource new toy designs that resonates with people.
3. Focusing on Limited-edition Toys - Toy brands could focus on creating more limited-edition toys that appeal to collectors and fans of specific brands and intellectual properties.
Industry Implications
1. Toy Industry - Leading toy brands can collaborate with artists and influencers to create more innovative, limited-edition toys that appeal to collectors and fans of specific intellectual properties.
2. Fashion Industry - Fashion designers can collaborate with toy brands to create fashion forward clothes and accessories for their dolls such as Barbie.
3. Jewelry Industry - Jewelry designers can work with toy brands to create collectible pendants and other accessories for toys such as Mattel's 'Masters of the Universe' series.
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