The brief

A continuous 10-page run of advertisements featured in the trade publication Toy Fair edition of Toy News.
The aim was to capture the emotional connection between children and the core Mattel brands and how these brands influence their lifestyle, what they wear, their aspirations and the way they play.

Creating the shots

This was a two-day photoshoot for which I sourced and booked the models,  the clothing and props, plus  art directed the shots. It was to feature 5 of Mattel's most well-known brands; Fisher-Price, Polly Pocket, Hotwheels, Barbie and Monster High. We always had to be mindful of the end format which was a double page spread and so key parts of the image could not feature in the centre as they would be obscured by the fold in the page. 

It was a challenge working with children of diverse age-ranges in such a short space of time, but I'm really pleased with the result and feel the photographer really captured the passion, excitement and joy that these brand give.