Game On! encourage teens and young adults to enjoy playing Mattel games at social events, with friends and at parties.
For the 2018 redesign I proposed to amplify their approach to generate excitement and demand for Mattel Games titles by transforming the Game On! logo lock-up into a campaign itself. I wanted consumers to feel excited, enthused, and youthful. Desiring to tap into their inner social creature and inspire them to get together with friends for a night of Mattel game fun.