The global toy firm is looking to reimagine Barbie, Fisher-Price and Hot Wheels brands with the help of the public.

Mattel enters ‘new era’ of toy making in Quirky inventor partnership

Mattel has entered a ‘new era’ of toy making by teaming with Quirky, a platform that turns people’s ideas into products, to produce new toys based on concepts from the public.

Through the partnership, the pair aims to reimagine Mattel’s portfolio of products and help drive growth for brands like Barbie, Fisher-Price and Hot Wheels.

Calling on a crowd-sourced community of inventors, the initiative invites submissions for new toys, games and family products ideas to Quirky’s online platform, in order to ‘support Mattel’s vision to create deeper consumer connections.’

The two companies have revealed that the first wave of products to emerge form the partnership could be ready as soon as this Christmas.

“This marks a new era for Mattel,” said Richard Dickinson, president and chief operating officer, Mattel.

“Leveraging Quirky’s platform allows us to discover new ideas for our toys and unique solutions for our baby products. This new partnership will enable us to accelerate the speed and scope of invention by tapping into Quirky’s dynamic community.

“This is an industry about creating and inventing and with the power of our own talented inventors and now Quirky, we are realizing our vision to reimagine Mattel’s core brands and bring truly great unexpected play to families.”

To date, quirky has received clos to 15,000 toy related idea submissions from its community.

‘Now, each of these ideas will have the chance top become the next big product from Mattel,’ read a statement from the firm.

“Few companies inspire creative imagination like Mattel,” added Ben Kaufman, CEO and founder of Quirky.

“Partnering with Mattel gives our community the opportunity to tap into their own childhood memories to dream up entirely new ways to play.”

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