Iconic doll, iconic packaging
The first Barbie was released in 1959, and since then the doll line has been one of the world's most successful and iconic toy brands. Mattel, the U.S. toy company that created Barbie, has worked diligently over the years to grow the brand exponentially. With countless Barbie toy lines, it can seem like the only employees as busy as the doll's creators are those who design her packaging.
"I used to spend an incredible amount of time on the package design process, before a design was even approved," remembers Sal Velazquez, Barbie Staff Packaging Designer at Mattel. "I needed to source out for new packaging materials, print out every design concept pitch, physically build the package, and present it to our executives. If the design was not approved, we had to go back and sometimes even start from scratch all over again."
To cut costs and boost creativity, Velazquez and others at Mattel worked to shift their packaging design process from physical to digital, using a variety of Adobe Creative Cloud for enterprise solutions.
"At one time we had to create more than 10 comps of each package just to create a physical planogram for Toy Fairs. Thankfully, my workflow has advanced greatly with use of new 3D and augmented reality (AR) software technology now available for designers like me," adds Velazquez.
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