How do you capture the essence of play in a world gone increasingly digital? Mattel was looking to relocate its North Star in a universe that was seeming to spin too fast to capture. After months of deep ethnography across the globe, we created a 360 degree immersion event, plunging 200 team members into all of the sights, sounds, tastes and textures of a kid’s world. This set the stage for an intensive findings share out via videos, audio diaries, and behavioral analysis. The teams then took up the challenge to create and think beyond borders in our onsite launchpad, leading to new innovations, products and services currently offered by Mattel. Inspired and swift innovation from a passionate team!