NEW YORK – Fisher-Price, the largest division of Mattel, has appointed designer, potter and author Jonathan Adler as creative director. The appointment furthers the brand’s business strategy to elevate its appeal with millennial parents through unique collaborations, according to the company.
In a multi-year agreement, Adler is consulting on style direction for Fisher-Price to be interpreted and applied by internal designers and external consumer products partners for children ages 0-to-5 years old.
Adler will debut his new collection this fall with Fisher-Price baby gear, newborn toys, crib bedding, nursery décor and infant apparel, with further expansions in 2017.
“Fisher-Price is an iconic and beloved global brand and it has been a dream to collaborate with them. My goal is to marry modern design with the brand’s expertise in early childhood development,” said Adler in a statement. “Babies—and parents—deserve baby gear and toys as stylish as they are.”
Jean McKenzie, executive vice president, Fisher-Price Global Brands, added, “Jonathan’s influence will bring a modern sensibility to our iconic design. While staying true to what we’ve always stood for—enriching developmental play, quality and safety—we are contemporizing form, function and style to write a new chapter in our brand history.”
This new chapter may help breath some new life into the company, which saw sales down nearly a quarter from 2007 to $1.85 billion in 2015. Additionally, sales in Fisher-Price’s core business—baby gear and baby toys—fell in 15 out of 16 quarterly periods from 2011 through 2015.
Fisher-Price isn’t the only Mattel brand that is getting a makeover. Mattel recently gave Barbie a revamp with the launch of three new body sizes for the doll: curvy, petite and tall.