Prior to 2014, Mattel's branded websites were kid-focused and inconsistenly in the way they integrated product and shopping into the experience. To help boost toy sales, our team was tasked with developing a universal, kid-friendly, "shopping" solution. To be COPPA-compliant, it needed to be premised on wish-listing. The experience simulated online shopping, but with a sharable wishlist in the place of the normal shopping cart. Parent's would arrive at the child's wishlist by way of an email, and once there could do price comparisons and click through to retailers to make purchases. We designed the solution for easy theming and localization.


Design Direction & UX


Responsive And Cross-Brand

The platform was required to be fully responsive, easily skinned across all brands, and able to be configured to meet the product selection and translation needs of local markets around the globe.


User Flows & Wires

The child audience required wishlists instead of shopping carts. Our objective was to provide kids catalog and detail pages faithful to an online shopping experience to encourage product browsing and shopping play. Upon creating a wishlist, the child could email or print the list. A link within the email gave access to a parent-version of the wishlist providing price comparisons, targeted links to online retailers, and a map and list of nearest brick and mortar stores.



This video walk-through on the Ever After High website captures the user experience browsing products, doing price checks, reviewing product info and creating a wishlist.