Mattel's Artist Reimagined Toy Collectors Platform Pops up at Fred Segal

Adult toy collectors of L.A., this one's for you. Mattel Creations—the entertainment company's direct-to-consumer platform that sells artist renditions of classic toys inspired by its media franchises—is holding court at Fred Segal now through June 1, 2023.

Mattel Creations, which Mattel launched two years ago in celebration of its 75th anniversary, enlists popular artists, designers, and musicians to reimagine some of the most iconic Mattel toys. The platform is named after the original sign that hung above the suburban L.A. garage where Elliot and Ruth Handler and Harold Matson founded Mattel in 1945.

The pop-up marks Mattel Creations' first-ever physical store, where fans can shop limited edition collectibles including the Evan Mock x Hot Wheels 1987 Toyota Pickup North Shore edition and the Vera Wang Barbie doll from The Barbie Tribute Collection among many others. Products range from $30-$575.

It kicked off with a celebration and panel featuring esteemed creatives including Angeleno sneaker designer Aleali May, whose recreation of a Barbie wardrobe set is up for grabs at the pop-up, celebrity jewelry designer Kristopher Kites, and artist Blue the Great. In December, Kites partnered with Mattel Creations on a Masters of the Universe-inspired Orko chain necklace, which is also available to shop at the store. Around the same time, Blue the Great flipped a Thomas the Tank Engine, which is currently sold out online.

The Mattel Creations x Fred Segal pop-up opens as the sale of toy collectibles associated with movies and TV shows is anticipated to surge in the near future through offline and online distribution channels. Singapore-based toy collectibles startup Mighty Jaxx raised $20 million in funding, which it said it'll use to expand its presence across Southeast Asia and strengthen its Web3 and metaverse capabilities. Similarly, MGA Entertainment—the $25 billion toy supplier and manufacturer of Bratz dolls—announced last year it was turning its best-selling doll L.O.L. Surprise into NFTs.

Fred Segal x Mattel Creations Pop-Up, 8500 Sunset Blvd., L.A., 90069, (310) 432-0560; open daily from 11 a.m. to 7 p.m.