Innovation and New Product Development Case Study

Project Platypus: Mattel's Unconventional Toy Development Process

OR

Abstract:
The US toy maker Mattel is world leader in the design, manufacture and marketing of toys and family products. Barbie, the most popular fashion doll from Mattel accounted for nearly a third of Mattel's revenues and 40% of its profits in 1999. However, the 1990s saw rapid changes in the tastes and preferences of children. The product life cycles of many a toy lasted only a couple of years. Mattel needed to move beyond regular products such as Barbie. Mindful of this, Mattel unveiled a new product development process dubbed 'Project Platypus.' It was an unconventional, cross-functional and re-occurring toy development process that laid stress on open idea sharing. The first Project Platypus session concluded in December 2001. Ello, a construction set for girls, resulted from this session.

Pedagogical Objectives:

• To discuss Project Platypus, Mattel's out-of-the-box, unconventional and creative product development process.>

Keywords : Project Platypus; Mattel; Ivy Ross; Ello; US toy industry; Fashion dolls; Robert A Eckert; Skunk Works; Creativity; Corporate story telling; Innovation Management Case Study; Out-of-the-box thinking; Collaboration; Innovation; Barbie; Product development

Contents:

• The Toy Business
• Mattel's Concerns
• Creating a new business opportunity for Mattel
• Project Platypus
• Project Platypus-Mattel’s recurring toy development process