Disney Princess MagiClip Fashions

Mattel Inc

Launched: 2013

The popular small doll category regularly sees the introduction of new brands and playpatterns.

It has been an area of extensive development by the company resulting in many new innovations.

Working closely with our inventor partner, we wanted to address the ease of use of changing and unchanging the smaller scale fashions. For younger girls with small hands, we noticed it was very fiddly for them to replace the accessory outfits without the help of a parent.

MagiClip provided a simple solution to this problem. The patent-applied design enables a ‘quick-change’ by simply pressing the base of the outfit. This allows the dress to be opened in one hand and the doll removed with the other. To change dress, simply press the base of a new outfit, insert the doll and release.

We worked closely with Mattel to adapt the design for the Disney Princess license and it launched to huge success.