HOT WHEELS™--packaging/branding Mattel Toys

A summary of my creative process and the journey of our 2011/2012 Hot Wheels™ packaging/branding update for Mattel.

A summary of my creative process and the journey of our 2011/2012 Hot Wheels® packaging/branding refresh for Mattel.
Helped develop the 2011 packaging style guide that is distributed to dozens of licensees around the world and used as a road map for how to properly brand a Hot Wheels® package.
Once the line look was established through the packaging style guide, it worked effectively across several structures and price points. On a closed box, partial window box, or open tray,
the branding remained solid and consistent.
I created a line look for a new collector-focused segment called "Cars of the Decades." Each package had a unique car from a past era, beginning with the 1930s. After extensive research
on each decade, I captured the feel and authenticity of the time period. Here is my process for the 30s and 40s versions of packaging and some images of my inspirations.
The line was extended through the decades and these are some examples for the 1950s and 1970s packages.
This is how the first five decades came together. I was able to make each decade unique, yet maintain the key brand elements that would allow them to live together as a collector segment.
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