Acceleration
ignite your challenger spirit
about the project
My team and I developed concept to help address one of Mattel's major design problems – gaining the attention and interest of older generations. By identifying that the best means of communicating to older children is through media, we worked to develop an engaging multi-media experience to gain the attention of young adults. Acceleration is a TV series that allows kids 8+ to connect with cars in a more imaginative, nostalgic, and aspirational way with Hot Wheels toys and special digital content.
As children are brought into regular contact with the larger world they show more independence, think about the future, understand their place in the world and care more about their reputation and perception by others. They are also introduced to technology and digital experiences resulting in less exposure and interest in mainstay physical products.
Acceleration looked to communicate to older children in a way that was intriguing and insightful. We wanted to create a product that allowed the target audience to connect with physical products, experiences and each other in a more imaginative, nostalgic, aspirational and collaborative way.
research
I worked with an interdisciplinary team to better understand our key stakeholders which included the Mattel brand and our target audience. Initially, we performed desk research to learn more about the stakeholder group as well as the toy landscape. We then visited the Mattel HQ in Los Angeles and performed 30 stakeholder interviews.
concept development
We took the research we had collected and generated four potential concepts that we pitched to Mattel. We asked for their feedback on all four as well as the direction they were most interested in our continuing with. Based on their feedback we chose to move forward with Acceleration and began conceptualizing the TV show and its associated experiences.
A digital world-building platform will promote collaboration, sharing and coordination throughout the Hot Wheels community.
This kind of digital platform where kids can design, build, and share Hot Wheels will emphasize creativity and competition while also drawing inspiration from and therefore linking back to the physical toys.
A tv series with an associated physical toy and multi-media experience provides children role models, nostalgia and community.
A storyline and toy car inspire each episode basing them around the era they took place in and associated historical events.
A gender-equitable advertising campaign will boost sales and promote competitive play between all genders.
The cognitive effects of gendered toys and found that gender-equitable toys are more likely to develop children’s physical, academic, and creative skills. Possible components of the campaign include social media activations with influencers and live events.
A Rube Goldberg machine kit will spark kids to experiment with creative problem-solving, iteration and racing.
This new building kit will expand the possibilities of Hot Wheels and enhance construction play while also teaching all kids about physics, engineering, spatial design and measurable success.