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Mattel and GCDS Collaborate on Luxury Polly Pocket Rebrand
ByAinvest
Wednesday, Jul 16, 2025 11:14 pm ET1min read
Mattel and Italian fashion line GCDS have collaborated to reimagine the Polly Pocket brand through a luxury fashion lens for Mattel Creations. The collaboration aims to elevate the classic toy brand and appeal to a new audience.
Mattel, Inc. (NASDAQ: MAT) and Italian fashion line GCDS have announced a special collaboration that reimagines the Polly Pocket brand through a luxury fashion lens for Mattel Creations. The partnership aims to elevate the classic toy brand and appeal to a new audience by combining imaginative storytelling with elevated design [1].The collaboration, which began in 2018, has seen previous iterations such as a capsule collection debuting on GCDS' Milan Fashion Week SS19 runway and a special edition of the Heart Bag during GCDS' Fall/Winter 2024 runway show, "Toys for Adults" [1]. The latest iteration features a highly curated capsule collection and a collectible compact designed by GCDS Creative Director Giuliano Calza, drawing inspiration from Italian lifestyle and urban charm [1].
The compact, inspired by classic Polly Pocket playsets, celebrates the power of play in a contemporary design. It features details inspired by Milanese street scenes and gelato, reflecting the Italian aesthetic. The collaboration is expected to launch in Milan on July 16th, with a fully immersive experience inspired by Polly's miniature universe [1].
The capsule collection and limited quantities of the Polly Pocket X GCDS Compact will be available starting July 16th exclusively on gcds.com and then on Mattel Creations starting July 18th [1]. This move is part of Mattel's strategy to engage consumers and fans through its franchise brands, including Polly Pocket, and to celebrate the intersection of pop culture, fandom, and play [1].
The collaboration highlights Mattel's commitment to innovation and its ability to adapt to changing consumer preferences. It also underscores GCDS' reputation for merging Italian craftsmanship with bold pop culture references, further cementing its position as a global emblem of the new wave of Made in Italy [1].
References:
[1] https://www.businesswire.com/news/home/20250715720847/en/Polly-Pocket-Steps-into-High-Fashion-with-GCDS-in-Special-Edition-Mattel-Creations-Collaboration
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