2016 - 2019



Multiple brands and audiences

As part of an initiative to implement a new CMS on all of Mattel’s websites, our team created an extensive UX Strategy Plan, from competitive research and persona-definition (both kids and adults) to wireframing and site designs. We also designed and launched an interim site for Mattel.com and created the Mattel Kids Style Guide (including the logo) and executed it across multiple digital platforms.


– Multiple websites under multiple CMSs’
– Facebook (video-first) content
– Instagram content
– SuperAwesome (A COPPA/GDPR compliant kid portal)


– Creative Direction
– UX Strategy
– Art Direction
– Web Design

UX Strategy

A Component Library

We developed a user-experience plan to be deployed across the entire Mattel ecosystem. A component library and a common design system were structured to simplify new product launches capable of integrating content and commerce.

Creative Direction

Mattel kids

As part of an initiative to develop centralized kids’ digital platforms, we established creative branding guidelines to define a consistent look and feel to apply across Mattel’s child-facing sites.

Mattel Kids on Digital

Playful and fun

Evoking the playfulness and imagination of kids’ lives, the Mattel Kids brand style guidelines blend four vibrant Mattel signature colors in a fun and playful palette that aims to foster brand recognition and loyalty. New graphic components align with current design trends and create a memorable digital experience for kids.



The Mattel Kids brand style guidelines were executed across platforms on YouTube Kids, the Mattel Kids website as well as Mattel’s SuperAwesome portal (a COPAA-GDPR-complaint site for kids and parents).

Lil Gleemerz