Global launch of the Mattel Network

Created a new kids digital entertainment network out of a Mattel.com’s corporate holding site. In three months the domain started ranking as a top kids destination by comScore. Since the September 2009 launch, the market share of all Mattel brand sites has increased, with an average comScore ranking as the number two kids network.

  • Discern the age of a child and provide a different experience depending on gender, interests, and level of active participation.
  • Be a kid-safe environment with content that is screened, approved and appropriate for children at each age.
  • Provide tools to harness the creativity of brand fans to make it not just a place to consume content, but also to provide content.
  • Deliver on being a site “for the kid in all of us” – from ensuring our channels will support the personality of each to providing a shopping solution for gift givers.

New Mattel Site


Seasonally skinned homepage for the new Mattel Digital Network

Old Corp Site


The launch was a total overhaul from the ground up; strategy, marketing, design, UX & architecture:

New kids portal

Launched e-com platform

Created video portal

Created games portal

Re-brand of Mattel

All new UI/UX

Barbie Girls virtual world

Hot Wheels virtual world

A Sample of Creative for the network


Mattel Digital Network was last modified: by

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