Bringing a Toy Giant Online

Mattel.com was the premier project of the company’s redesign, with Signature developing website UX, strategy, and positioning. Once completed, Mattel was selling directly to consumers for the first time and no longer dependent on middleman distribution. In less than one year after launch, the e-commerce platform became the 3rd most-visited children’s website worldwide.

In another corner of Mattel’s online presence, BarbieGirls.com, the company had an active online audience of millions—but no way to engage them. Signature developed a revitalized version of the website, turning it into a social platform that included a virtual world, games, videos, shopping and more.

The Hot Wheels Customizer was the first time Mattel had ever done personalized direct-to-consumer merchandising online. From concept to finish, Signature developed a program which allowed customers to personalize Hot Wheels cars and additional swag online for purchase. The Customizer was a hit—especially popular for birthday parties and events—and successfully ran for seven years.

With Hot Wheels Racing, Mattel entered the booming world of massively multiplayer online games. Signature developed the racing game with an entire digital currency and product ecosystem, allowing users to play and pay to unlock customizable cars and characters. After four years, the game was hugely popular online and kicked off a line of Hot Wheels MMOs in years to come.

Another innovation born of the digital push was the Rock ‘Em Sock ‘Em Robots AR mobile game, the first augmented reality game available from Mattel. Signature developed the technology which turned any tabletop surface into a multiplayer arena—with the classic Rock ‘Em Sock ‘Em blue and red robots appearing in 3D on the user’s mobile device.

Seeking a way to impact their customers positively—beyond revamped entertainment and online convenience—Mattel tasked Signature with the Active Play Initiative, a mission to design physical toys with a digital element that motivates healthy physical activity.

“What we created was a sleek mobile toy for outdoor and online play that acted as a health and movement tracker. Kids interacted with the real world and activated toys (like a digitally connected soccer ball) to unlock mini-games, evolve an online avatar, win prizes, and other motivations. The more you played outside, the more points you got online.” – John Gheur, Signature’s founder

Active Play reinforced Mattel’s status as a thought leader in the toy industry, and successfully demonstrated the possibility of weaving digital elements into active kids play.