Mattel

The challenge: Now more than ever, the heritage toy brand needed to sharpen its competitive edge and increase its global relevance. New technologies are reshaping how we connect, learn, work, and play. Kids are growing up in a digital-first world. Emerging markets are growing at a far greater rate than developed markets. And millennial parents demand purpose at the core of every brand they buy, while employees increasingly look to make a positive impact through their work.

The insight: Mattel needed a powerful organizational purpose that inspires employees, customers, and investors while accelerating its transformation and boosting its global relevance for decades to come.  

The solution: We partnered to re-define the company’s purpose and transform its internal culture, mapping out a path forward for bringing its purpose to life.

My role: I worked closely with the executive team to create a new manifesto, purpose, promise, and set of values. I also mapped out how the messaging would translate to branding elements in their physical space, employee onboarding material, a video script, and internal communications.