Lead the team that created a new kids network:

Mattel Digital 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.

Mattel.com History

Up until the launch of the new network the Mattel website was a holding site for corporate communications.

Mattel Digital

With its broad portfolio of toy brands, Mattel wanted to increase awareness of its various product lines. The redesign of Mattel.com established a single destination for boys, girls, families and collectors to explore and play with familiar and unfamiliar brands.

The entry to the site experience is focused upon a mashup of brands where one can play videos or click to get more information. One could also zoom forward through the z-axis in order to arrive in different zones based upon Mattel's four key target audiences.