Mattel and GCDS Unveil Exclusive Polly Pocket Luxury Fashion Collaboration

Mattel and GCDS have announced a special collaboration that reconsiders the Polly Pocket brand through a luxury fashion lens. The partnership combines imaginative storytelling with elevated design, inspired by Milan's cultural roots. The collaboration features a capsule collection and a collectible compact, with the compact inspired by classic Polly Pocket playsets and reflecting Italian lifestyle and urban charm. The collection and compact will be available starting July 16, 2025, exclusively on gcds.com and Mattel Creations.

Mattel, Inc. (NASDAQ: MAT) and Italian fashion house GCDS have announced a special collaboration that reinterprets the Polly Pocket brand through a luxury fashion lens. The partnership, which combines imaginative storytelling with elevated design, is inspired by Milan's cultural roots. The collaboration features a capsule collection and a collectible compact, set to launch on July 16, 2025.

The compact, designed by GCDS Creative Director Giuliano Calza, is inspired by classic Polly Pocket playsets and reflects Italian lifestyle and urban charm. Elements such as Milanese street scenes and gelato are incorporated into the design, celebrating the power of play in a contemporary context. The collection and compact will be available starting July 16, 2025, exclusively on gcds.com and Mattel Creations.

The collaboration marks a significant milestone for both brands, as it combines nostalgia with modern design. According to Chris Down, Chief Design Officer at Mattel, "Polly Pocket has always used its tiny worlds to inspire big imagination. With GCDS, that sense of wonder takes on a bold new form—where fashion, nostalgia, and creative freedom converge."

Giuliano Calza, Creative Director at GCDS, shared his personal connection to Polly Pocket, stating, "Ever since I was a kid, the moment I thought of something beautiful, those pastel cases would appear in my mind like a reflex. These tiny toys were magical representations of a bigger world—small enough to hold in your palm, but powerful enough to unlock entire scenarios and fantasies."

The launch event in Milan on July 16th will feature an immersive experience inspired by Polly's miniature universe, complete with interactive installations and the opportunity to purchase the Polly Pocket X GCDS Compact, merchandising, and selected items from the capsule collection. Guests will also have the chance to taste Polly Pocket-themed food.

The capsule collection and limited quantities of the Polly Pocket X GCDS Compact will be available starting July 16, 2025, exclusively on gcds.com and then on Mattel Creations, Mattel's design-driven platform celebrating the intersection of pop culture, fandom, and play, starting July 18, 2025.

References:
[1] https://www.businesswire.com/news/home/20250715720847/en/Polly-Pocket-Steps-into-High-Fashion-with-GCDS-in-Special-Edition-Mattel-Creations-Collaboration
[2] https://www.marketscreener.com/quote/stock/MATTEL-INC-13462/news/Polly-Pocket-Steps-into-High-Fashion-with-GCDS-in-Special-Edition-Mattel-Creations-Collaborati-50519049/