Mattel List-O-Matic Brand Experience
For the 2011 holiday season, Mattel wanted to create an engaging full-page interactive experience on Toys"R"Us.com that would help kids discover toys, build gift lists, and drive holiday purchases. They needed something festive, fun, and distinctly Mattel, while making product discovery feel like play rather than shopping.
The List-O-Matic Concept
I designed a snowy Christmas scene featuring a fantastical toy-making machine inspired by classic Mattel products, particularly the chunky, white plastic aesthetic of the iconic Mattel Football handheld game from the late 1970s.
The first machine featured oversized white plastic push-buttons with lights, where kids would enter their name and select their gender (via illuminated buttons). They'd then choose from interests represented as clear vending-machine-style buttons with toy line labels inside — Hot Wheels, Barbie, Batman, Imaginext, Dora the Explorer, and others from Mattel's catalog.
After making selections, lights would flash and the scene would pan right to reveal a second toy-like machine. This one featured what looked like a knob-slider in a track, with panels displaying toys from their chosen categories. Kids could browse and add items to their personalized wish list.
Once complete, they could print their customized checklist and enter a sweepstakes for a chance to win a $1,000 Toys"R"Us gift card.
List-O-Matic start screen
The first part of the List-O-Matic machine, featuring panels for profile info and preferred brands
The second part of the List-O-Matic machine, featuring recommended toys and products to add to the wishlist
Sweepstakes entry form