Creative Lead – Artificial Intelligence

CREATIVITY IS OUR SUPERPOWER. It’s our heritage and it’s also our future. Because we don’t just make toys. We create innovative products and experiences that inspire fans, entertain audiences and develop children through play. Mattel is at its best when every member of our team feels respected, included, and heard—when everyone can show up as themselves and do their best work every day. We value and share an infinite range of ideas and voices that evolve and broaden our perspectives with a reach that extends into all our brands, partners, and suppliers.

The Team:
The mission of Mattel Future Lab is to broaden play innovation, expand reach, and develop new business that takes advantage of and responds to disruptive opportunities, ushering in an array of innovative products and play experiences that nimbly cater to the evolving needs and wants of our dynamic audiences. The Future Lab Discovery Team is responsible for evaluating and validating new concepts for market fit and user experience/value prior to moving them into production. 

The Opportunity: 
We are seeking a dynamic and experienced Creative Lead to join the Future Lab Discovery team, on a pod specifically focused on ideating and validating responsible Artificial Intelligence products and experiences. This role offers an exciting opportunity to shape the future of play by exploring and developing AI-enabled products, experiences, services, and platforms. 

What Your Impact Will Be: 
As Creative Lead, you will drive the ideation and validation of AI-integrated, tech-enabled product concepts through iterative Discovery sprints grounded in empathy, ideation, prototyping, and testing. You will apply your design expertise to create both physical products and digital experiences, craft engaging presentations and brand-authentic prototypes, and lead brainstorming and research sessions. You will partner closely with Product Management and Tech leads, as well as collaborate with a cross-functional team—including UI/UX designers, toy designers, digital producers, Consumer Insights, and Marketing—to determine which concepts move forward to production. Across your projects, you will champion design excellence, the consumer’s voice, and the core values of Mattel’s brands.  

Key Responsibilities: 

• Innovate and design responsible AI-enabled play experiences that engage consumers and leverage Mattel’s beloved IP in new ways 

• Lead creative for regular sprint cycles to evolve, validate, and refine AI-driven concepts 

• Execute design assets for concept validation, including moodboards, storyboards, character designs, graphics, and prototypes. Ability to create audio and video assets a plus. 

• Drive product strategy and vision, particularly for high-complexity products and AI-powered platforms 

• Build strategic alignment between team members, internal and external partners, and executive leadership 

• Advocate for consumer needs and align design solutions with business goals 

• Present concepts to cross-functional teams and executive management 

What We’re Looking For: 

• 8+ years of design experience with a strong understanding of Design Thinking and consumer product design, including toys, digital experiences, and consumer products 

• Demonstrated expertise in AI-related technologies—experience with AI-driven design, machine learning, generative AI, and voice recognition technologies is highly valued 

• Advanced understanding of design principles, including Circular Design and UI/UX best practices 

• Proficiency in design prototyping, user journey mapping, and iterative concept testing 

• Experience in Design Sprints, embracing a “fail fast” mindset to rapidly iterate and refine ideas 

• Familiarity with emerging technologies—AR/VR/MR, robotics, 3D printing, and the Metaverse is a plus 

• Skilled in Adobe Creative Suite (Photoshop, Illustrator, etc.) and ideally familiar with 3D CAD (Creo, Alias, Rhino 3D is a plus) 

• Experience in game or content design is an advantage 

• Strong communication and presentation skills to effectively convey complex concepts 

• A passion for designing products that celebrate play as a timeless way to enhance the world 

The annual base salary range for this position is between $104,800- $152,000.00.
**This range is indicative of projected hiring range, however annual base salary will be determined based on a candidate’s work location, skills and experience.

Don’t meet every single requirement? At Mattel we are dedicated to building a diverse and inclusive workplace, so if you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we encourage you to apply anyway. You may be just the right candidate for this or other roles.

How We Work:

We are a purpose driven company aiming to empower generations to explore the wonder of childhood and reach their full potential. We live up to our purpose employing the following behaviors:

• We collaborate: Being a part of Mattel means being part of one team with shared values and common goals. Every person counts and working closely together always brings better results. Partnership is our process and our collective capabilities is our superpower.
• We innovate: At Mattel we always aim to find new and better ways to create innovative products and experiences. No matter where you work in the organization, you can always make a difference and have real impact. We welcome new ideas and value new initiatives that challenge conventional thinking.
• We execute: We are a performance-driven company. We strive for excellence and are focused on pursuing best-in-class outcomes. We believe in accountability and ownership and know that our people are at their best when they are empowered to create and deliver results.

Our Approach to Flexible Work:

We embrace a flexible work model designed to empower a culture of growth, optimism, and wellbeing, where every employee can reach their full potential. Combining purposeful in-person collaboration with flexibility, our focus is to optimize performance and drive connection for moments that matter.

Who We Are:

Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High, MEGA and Polly Pocket, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential.

Mattel’s award-winning workplace culture has been recognized by Forbes, Fast Company, Newsweek, Great Place to Work, TIME, and more.

Visit us at https://jobs.mattel.com/ and www.instagram.com/MattelCareers.

Mattel is an Affirmative Action/Equal Opportunity Employer where we want you to bring your authentic self to work every day. We welcome all job seekers, and all applicants will receive consideration for employment without regard to race, ethnicity, color, national origin, religion, sex, gender, gender identity or expression, sexual orientation, veteran and protected veteran status, disability status, and or any other basis protected by applicable federal, state or local law.

Pursuant to the Los Angeles Fair Chance Ordinance and the California Fair Chance Act, qualified applicants with arrest or conviction records will be considered for employment.

Videos to watch:
The Culture at Mattel
Mattel Investor Highlights