Disney Princess MagiClip Fashions

Mattel Inc

Launched 2019

MagiClip is a simple and easy innovation for small hands to be able to easily cage the dress of their favourite princess figures! 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.

This was designed working closely with our inventor partner, to address the ease of use of changing and unchanging and replacing the accessory outfits without the help of a parent.

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