Mattel

Transforming the biggest toy company in the world through Purpose and impact.

“I have never seen this combination of creativity, rigor and consumer grade communications applied so effectively across an entire organization. This work has truly ignited everyone at Mattel to bring their best selves to work and commit to the company’s Purpose.”

Michael Nehoray, VP Learning & Development, Mattel

The challenge

After seven decades and counting, Mattel realized it needed to reinvent itself and inspire its global organization around a new articulation of its Purpose. At a time of financial pressure, it needed to use Purpose as a clear North Star to provide focus for its transformation.

The solution

Rediscovering Mattel’s Purpose to drive company-wide transformation, employee experience redesign, and new product innovation. Educating, inspiring and empowering employees to drive change from the inside out.

The insight

In a world of AI and digital everything, the most important 21st century competencies for kids are the so-called 4Cs:

Creativity

Critical thinking

Collaboration

Communication

Through its unique organizational capabilities, Mattel can help equip kids with the competencies they need to tackle the challenges of the 21st century:

  • A broad brand portfolio and play patterns covering all ‘ages and stages’ (the 0-12 age spectrum)

  • An ability to create “magic” by leveraging a deep bench of talented toy designers

  • The company’s unique global scale can inspire kids everywhere

  • A large catalog of dormant IP offers immense growth potential

The work

Redefinition of Purpose, promise and values

Globally synchronized internal launch of the new Purpose, promise and values.

Leadership summit inspiring and aligning leaders around the new Purpose, promise and values.

Purpose branding executions
(example: Mattel Design Center, El Segundo, CA)

Employee experience design.

Internal inspirational WONDER event series.

Global Day of Play employee volunteering event.

New candidate experience.

Development of internal communication channels for Purpose and transformation storytelling.

Consumer brand portfolio alignment to corporate Purpose.

Press

Product innovation resulting from new Purpose and values.