Mattel’s focus in 2026 was to bring its brands together under one umbrella—and have a little more fun with how they interacted. Rather than keeping each brand in its own world, we helped imagine what could happen when those worlds overlapped.

We kicked things off with a brand asset library shoot, creating playful scenes like Barbie’s Dreamhouse pool party, where everyone was invited—from Monster High and Polly Pocket to Barney and Hot Wheels. We tucked in Easter eggs throughout, giving longtime fans little details to discover and a new way to experience their favorite characters.

That same thinking carried into San Diego Comic-Con, where we imagined the characters getting in on cosplay themselves. Barbie dressed as Evil-Lyn, while Skeletor showed up as Monster High’s Lagoona Blue. Across brand imagery, event spaces, apparel, and collectibles, the idea was to celebrate what makes each brand special while showing how much fun they could have together.