Mattel has a new custom font, and it’s full of playful hidden details

Mattel, the well-known toymaker, has introduced its first custom global typeface in over 80 years, filled with hidden brand references or “easter eggs.” Previously, Mattel used various licensed fonts for its many brands, which was costly and led to inconsistent visual identities across its products. The new typeface aims to unify Mattel’s corporate identity, providing a cohesive look for its diverse range of brands. This change was spearheaded by the creative agency Gertrude, led by Otis Gibson, to bring a consistent and unique visual style to Mattel’s global presence. QUESTION: How might having a unified typeface impact the way consumers perceive Mattel’s brand and its products?