by Stephen Garner

To honor Mattel’s creative legacy and the 75th anniversary, the toy manufacturing company has launched a new brand, Mattel Creations.

This will serve as an e-commerce and content platform that will feature curated items for sale; highlight creator collaborations, past and present; and offer a peek into the creative process. This is a global platform that offers Mattel brands as a canvas to the most innovative creators of today and tomorrow.

According to an announcement from the company, Mattel Creations will celebrate the company’s iconic brands with unique, limited-edition iterations from today’s top artists, designers, musicians, and creators working in collaboration with Mattel’s own top creative talent. Together they’re creating entirely new collections where toys are art, and art is inspired by toys.

Mattel will also team up with ProjectArt, which offers tuition-free, after-school art classes to children in underserved areas. Through ProjectArt, Mattel designers will connect with rising students to cultivate creativity and the next generation of creative talent.

Mattel’s inaugural drop includes Art of Engineering, which is a limited-edition collection of toys designed specifically to give you a clear look at what goes into making some of the company’s most iconic toys — from Hot Wheels Bone Shaker, Barbie, Skeletor, and Magic 8 Ball. Mattel is also releasing art posters of Mattel patent prints that have never been released.