TASK/CHALLENGE:

Consultant and ambassador on Mattel and Barbie range ‘I can be’

To work with Mattel design team to inspire their next phase of innovation as a part of their company-wide yearly reunion.

Mattel, Inc. is an American multinational toy manufacturing and entertainment company founded in 1945, producing brands such as Barbie, Hot Wheels, Fisher-Price, American Girl, UNO, Mega, Thomas & Friends and Polly Pocket.

APPROACH:

Our methods of engagement with Mattel, as innovation consultants, from ideation to realisation, were radical and specific, making full use of academic research together with theatrical and musical practices, working across different mediums including digital, film, design, music and experiences to lead innovative and inspirational workshops for both the design and executive team at Mattel HQ. Through a bold cooperative approach and meaningful contemporary research, we rethought the role of Barbie so to act as career inspiration and educative curiculums to the development of youths. We proposed an innovative formula for STEAM (Science, Technology, Engineering, Arts and Mathematics) collaborations and we connected the team to experts and stakeholders in science and education, role models and cultural influencers.

OUTPUT:

Nelly Ben Hayoun Studios introduced the idea that everybody should be able to be Barbie, which supported the creation of the “I CAN BE” line at Barbie. 

Mattel also thanked Nelly Ben Hayoun Studios for their collaboration with a Barbie Doll modelled on Nelly Ben Hayoun.