‘The realest little things on the market’: How Thinkerbell tackled Mattel product launch
Mattel has engaged Thinkerbell to help launch the first products for its new brand, Mattel Brick Shop. Tom Wenborn, chief creative, tells Mumbrella how the agency took an unassuming product launch to the next level.
In collaboration with Hot Wheels, the first products to launch are a collectible range of car building sets. There are currently three collectibles: the 1963 Corvette Grand Sport, the 1990 Honda NSX, and the 1954 Mercedes Benz 300 SL. The brand wanted to fuel imagination, inspire storytelling, and create emotional connections.
Wenborn told Mumbrella the agency leant into its “alchemy” approach, which he described as the crossovers between earned media, paid media, activations, promotions, in order to fit the brief.
