Challenge.
Mattel’s Consumer Products division aimed to understand how evolving macro trends drive shifts in consumer behavior, creating new needs and preferences.
Their objective was to identify how these shifts would impact product development and packaging strategies, ensuring they could stay ahead of market demands.
Solution.
Macro Trends Workshop.
1. Global Macro Drivers
Using the STEEP framework (Social, Technological, Economic, Environmental, Political), we identified the global macro drivers of change impacting consumer behavior. This analysis, supported by evidence-based insights, revealed key signals of change and their potential influence on Mattel’s key product categories.
2. Regional Lens
We explored how shopping behaviors (both digital and physical) and product preferences differ across regions. By applying a regional lens, we provided Mattel with actionable insights into geographical variations, helping them tailor strategies to meet local consumer needs while maintaining global consistency.
3. Packaging Opportunities
Through an in-depth analysis of slower-moving macro drivers, we identified relevant macro trends and emerging sub-trends. This enabled us to demonstrate their effects on:
– Consumer Lifestyles
– Product Design
– Brand Engagement
From these insights, we outlined specific packaging opportunities and actionable takeaways tailored to Mattel’s priorities.
4. Trends by Category
Understanding the relationship between macro drivers and industry-specific challenges is critical. We created an overview of selected product categories, demonstrating their applicability and relevance. This included validating cross-category movements and assessing their global influence to ensure the insights were comprehensive and impactful.
5. Insights
In a one-day workshop, we mapped the evolution of relevant trends and created tailored scenarios for Mattel’s consumer product categories. These insights were aligned with their corporate priorities to guide decision-making and strategy development.
6. Innovation
Using a variety of interactive techniques, we helped Mattel leverage trends to foster business growth and a forward-thinking approach to innovation considering: – Maximizing global reach while enabling localized execution.
– Exploring opportunities for brand evolution and brand extensions.
– Driving product innovation, particularly in sustainable packaging strategies.
– Enhanced efficiency, managing compliance, and mitigating risks.
Benefit.
This process enabled Mattel to bring macro trends to life, identifying new business opportunities while aligning product and packaging development with consumer expectations. The workshop also informed sales and marketing communication strategies to better align with customer needs and corporate goals.
As a result, Mattel was able to:
- Develop forward-thinking product and packaging innovations aligned with future trends.
- Refine sales and marketing strategies to meet evolving consumer preferences.
- Strengthen their competitive position in the marketplace by addressing both global trends and regional nuances.
Impact.
This initiative empowered Mattel’s Consumer Products division to stay ahead of market shifts and remain a leader in innovation and consumer satisfaction.
We had a very productive team day which the whole team enjoyed and participated to create new ideas for product design, packaging and marketing.
Katie Frame, Creative Director Licensing,
Product Development & Digital Marcomms
