MoMA and Mattel launch a design-forward toy collection inspired by modern art
MoMA and Mattel are reimagining collectibles through modern art. Here's what the partnership means for design-forward branding
In a crossover that merges toy culture with fine art, the Museum of Modern Art (MoMA) and Mattel have unveiled their first-ever capsule collection. The limited-edition lineup of toys and collectibles is inspired by modern art icons.
The partnership is a multi-year global agreement that brings Mattel’s collectible-first platform, Mattel Creations, into alignment with MoMA’s curatorial lens. The debut collection lands November 11 and includes seven products that reinterpret masterworks by Van Gogh, Monet, Matisse, and more. Beyond product development, the initiative aims to make modern art more accessible to new and younger audiences.
This article explores how the collaboration uses play and design to translate iconic artworks into consumer experiences. It also highlights what this move signals for marketers interested in cultural storytelling and design-led brand positioning.
Short on time?
Here’s a table of contents for quick access:
- What’s in the MoMA x Mattel capsule collection
- Why this matters for brand storytelling
- What marketers should know
Patrecia Meliana
What's in the MoMA x Mattel capsule collection
At the center of the release is a Barbie doll modeled after Vincent van Gogh’s The Starry Night. Her swirling gown, crescent moon accessories, and sculpted heels channel the painting’s dreamlike movement into high-concept fashion. This is joined by an UNO Canvas x MoMA deck, the first MoMA-branded edition of the card game, featuring artworks from Matisse, Popova, Monet, and others.
Two Little People Collector sets dive deeper into surrealism and impressionism. One set features Salvador Dalí in playful miniature form, with nods to The Persistence of Memory. Another captures Claude Monet against a backdrop of his Water Lilies series.
Mattel’s Hot Wheels contributes two die-cast cars: a 1960s Jaguar E-Type Roadster and a Citroën DS 23 Sedan. Both vehicles were selected for their modernist design language. Even the Magic 8 Ball gets a fine-art overhaul, this time with visual inspiration from Alma Woodsey Thomas’s Untitled and custom affirmational phrases.
The collection will be sold through the MoMA Design Stores in New York and Japan, on MoMA’s website, and via Mattel Creations’ direct-to-consumer platform.
Why this matters for brand storytelling
This isn’t just a licensing deal or merch drop. MoMA and Mattel are reframing how art and brand narratives can intersect, especially at a time when consumers want more meaning behind the products they choose.
Nick Karamanos, Mattel’s SVP of entertainment partnerships, called the effort a “global design partnership” that offers collectible, design-led experiences. The approach echoes Mattel’s recent Monster High launch, where Corazon Marikit, a character rooted in Filipino folklore, pushed the boundaries of cultural storytelling through toys.
For MoMA, the collaboration expands the museum’s mission by turning art into interactive, tangible forms. It's also a strategic way to bring the institution’s curatorial voice into homes and younger consumer circles.
What marketers should know
Here’s how this collaboration can inform your next brand move:
1. Rethink product as a storytelling surface
Mattel didn’t just print art on packaging. Each product reimagines iconic works into tactile, wearable, or playable formats. Marketers can apply the same mindset by seeing product as a vehicle for narrative, not just function.
2. Use partnerships to elevate brand credibility
By working with MoMA, Mattel gains cultural capital and design credibility. Marketers can find similar value in partnerships with nonprofits, academic institutions, or museums that align with their brand ethos.
3. Build experiences that educate through design
As part of the partnership, Mattel is also sponsoring MoMA’s Art Lab, an interactive space for creative learning. This signals a trend toward experiences that inform while they entertain, which can build stronger brand affinity.
MoMA and Mattel’s collaboration is more than a product drop. It's a study in how cultural relevance and smart design can elevate brand storytelling. For marketers, it’s a reminder that meaningful partnerships and thoughtful product design can create lasting value across generations.
