Mattel: The Future of Family
How we family, and how we play, is going through a massive shift. What was once a visible and nostalgic process mashup of tradition and personal values has now been co-opted by a world of invisible digital forces. These rapid and significant changes in lifestyle have challenged and defeated a number of major players in the world of toys. When faced with these type of tectonic plate movements in behavior and activation, Mattel chose to pause and take a raw and real look at the new state of the family in order to chart a new path to a successful future. Shine Scout spent months on the road with teams from Mattel, deeply embedded with families from every walk of life. We learned at a level that was game-changing…. And brought back insights and ideas that have already led to new product innovations.
