Mattel

The Situation

Mattel is a beloved brand, but they were lacking a unified identity in their social presence. What makes them iconic – marquee sub-brands like Barbie and Hot Wheels – was actually a weakness in the social sphere.

The Challenge

All of those properties were competing for, and cluttering up their grid, so they tasked Hero with making the masterbrand stand on its own, with the portfolio brands always laddering up to it.

What We Did

We established more than a look and feel for @mattel – we gave it a purpose. We made their feed communicate the authenticity of the brand, and truly connect with the kid in all of us. We strengthened that connection with parents further, with campaigns offering playtime tips and resources, and featuring diverse creator/influencers.