The Challenge
Mattel has owned childhood joy for generations. But what happens when those kids grow up… and burn out?
We asked: Can play be more than nostalgia? Can it be wellness? Connection? A reset button?
The Insight
Adults are lonelier, more stressed, and creatively stifled — yet 92% still believe play matters at every age.
The problem isn’t time.
It’s permission.
The Idea
Recess by Mattel — an immersive, wellness-driven playground for adults.
We reimagined Mattel’s most iconic IPs (Barbie, Hot Wheels, UNO, Fisher-Price) into a vibrant social venue where people gather to reconnect with joy.
→ Think: cocktail bars + escape rooms + go-karts + guided creativity.
→ But with emotional depth. And science-backed benefits.
Key Attractions
Dreamhouse Dilemma – Barbie-themed escape room
Hot Wheels Formula Fusion – go-kart racing meets retro adrenaline
UNO “Draw Fore” – mini golf meets party game
Soundground + Arcade – music-led nostalgia with high replay value
The Mattelier – upscale restaurant + bar for socializing mid-play
Fisher-Price Invitational – grown-up rec room with team sports vibes
Rollout Strategy
Targeted launch cities: Austin, San Francisco, Denver, D.C.
We chose metros with high wellness interest, low joy-to-stress ratios, and deep roots in experiential culture.
Audience: Millennial and Gen Z professionals
Built for: Birthday buyouts, corporate team bonding, after-hours play, and social resets
My Role
I co-developed the strategy and experience model, mapped the guest journey, researched competitive landscape, and created visual mockups of attractions