BARBIE

During my time with Mattel, I had the opportunity to be part of the team who relaunched one of the largest evergreen brands, Barbie. In order to reinvigorate and build excitement around the brand, we developed co-branded and celebrity partnership collections to gain the consumers interest.

I lead my team to re-engineer and implement the design process for Barbie global consumer products business. Internally, we reinvented the design, delivery, and even training of style guides and asset strategies. Additionally, working with global licensees and agencies to design and produce “on brand” and trend right product. This was so successful we rolled out the same process across Mattel’s key brand portfolio.

As a licensee with Just Play Products, I lead the soft goods design team through all design and development of Mattel soft goods products. Creating Barbie product through both licensor and licensee lenses has given me a well rounded approach to design.

GLOBAL PARTNERSHIPS

C&A + BARBIE:  Key retail partnership for Latin America Regions

Latin America has a large fashion and accessories presence with great "Barbie shop in shops".  In order to  support a shop in shop environment, there is a high volume of fresh new assets needed for each delivery.  I had the opportunity to work hand in hand with C&A regional design office in Santiago, Chile.   First, we worked to train entire design team on signature style for the Barbie brand.  Next, we identified global and local trends that would execute with the Barbie brand and for retail presence. In addition, I was able to immerse myself locally and learn the regional customer's fashion aesthetics and expectations.  Together we engineered and implemented a strategy to deliver continuous fresh trend right assets each year.

PATRICIA FIELDS + BARBIE CO-LAB:  opportunity to infuse the Barbie Brand with celebrity fashion designer.

Fashion industry collaborations with high profile designers mixed with Barbie brand.  Working closely with designer and team to curate assets for specific design aesthetic that's right for both brands.

PAUL’S BOUTIQUE (UK Designer) & TARINA TARINTINO (US Designer):  Opportunity to infuse the Barbie brand with celebrity fashion accessory designers.

BARBIE + FAST FASHION BRANDS:  Zara, Wildfox, ASOS, Tokidoki, and Forever 21

BARBIE & FRIENDS 28" FASHION DOLLS: While with Mattel, we had the opportunity to create a doll with Just Play Products which brought newness to the "my size Barbie" from years past.  Moving into the licensee role with Just Play, we evolved this item with fashion packs and additional friends, Nikki, Teresa, Olivia.

TREND ASSET PACK:  Barbie Junior's trend mood board and examples of graphic and patterns created.

PRODUCTS