Re-introducing purpose to the most iconic toy company in the world
Mattel, the storied company behind Barbie, Hot Wheels, and Fisher Price, has had an iconic presence in kids’ lives for generations, imagining new ways to play. After seven decades and counting, the company realized it needed to reinvent itself.
As the toy market evolves, with ample competition in the space, Mattel needed to sharpen its competitive edge and increase its global relevance, now more than ever. New technologies are reshaping how we connect, learn, work, and play. Kids are growing up in a digital-first world, and emerging markets are growing at a far greater rate than developed markets. At the same time, a new generation of millennial parents demands purpose at the core of every brand they buy, while employees increasingly look to make a positive impact through their work.
What Mattel needed was a powerful organizational purpose that inspires employees, customers, and investors while accelerating its transformation and boosting its global relevance for decades to come. With all of this in mind, Mattel approached A Hundred Years to help re-define the company’s purpose and transform its internal culture to map out a path forward for bringing its purpose to life.
Articulating Purpose, Promise & Values
After an extensive discovery phase, where we interviewed nearly two dozen stakeholders, we distilled what’s true and unique about Mattel and why it matters to the world. To bring the the purpose to life across the organization, we devised a global activation plan. Step 1 of the activation plan was aligning Senior Leadership around the new purpose. Once Senior Leadership was aligned, we kicked off the new employee experience with a global Town Hall event. Building on the momentum of the Town Hall, we rolled out the new employee experience over time. This was followed by transformation workshops by over 100 teams across the world.
Measuring Purpose-Led Transformation
To measure the effectiveness of the employee engagement efforts, we developed a set of Key Performance Indicators (KPI’s) to track employee education, inspiration, and empowerment.