Little People, big brands: Mattel’s Giorgio Cavalli on what makes an IP right for the Little People Collector series

Georgio, it’s great to connect. For anyone new to the Little People Collector series, how would you describe the range?
Little People Collector was born from the idea that toys we love as children, when combined with things we have grown to love as adults, create a surprise and delight experience that invites consumers to celebrate their fandoms.

The world of Little People Collector has something for everyone as it spans TV, movies, music, and sports and is growing faster than ever since its launch in 2019. Each Little People Collector set brings moments to life taking cues from memorable scenes and incorporating “easter eggs” into award-winning packaging.

And it’s a brilliantly eclectic range of brands that have made it into this line so far. Gremlins to Britney Spears… TRANSFORMERS to the Dallas Cowboys. What makes a brand right for the ‘Little People Collector treatment’?
When making sure of the right fit for our Little People Collector line, we identify fandoms from all over – including cult movies to cartoons, to classic toys and beyond – and figure out how we can recreate it within our iconic form factor. This form factor allows us to take a property and make it appropriate through our lens.

Digging into the form factor for a moment, what goes into transforming iconic characters into Little People? Do some characters pose more of a challenge than others?
It’s definitely a passion project for each designer; both at a figure level as well as packaging. We pride ourselves on the fact that our sets are made by fans for the fans. Each designer knows and studies the property so that those key elements are brought to life. And if a specific designer isn’t directly working on a particular set but is a fan of the property, we leverage their knowledge by helping us identify key moments and easter eggs to call out in our designs.

That definitely comes through in the sets. Now, to celebrate 40 years of the TRANSFORMERS franchise, you’ve brought iconic Autobots and Decepticons into this range. What made this brand appeal? Why was it a good fit?
The TRANSFORMERS franchise wasn’t just a good fit, it was a perfect fit – a mix of nostalgia and surprise. Fans have been collecting versions of Optimus Prime and Megatron for 40 years and this was such an exciting opportunity to bring these beloved characters in Little People form.

You’re working with robots here rather than pop stars or human characters… Were there any challenges unique adapting TRANSFORMERS characters into the Little People form factor?
Well, this was actually the first time we brought a robot to life in Little People. But to be honest, the big challenge with TRANSFORMERS was having to choose just four characters. We are all big fans of the TRANSFORMERS franchise, and the ideas ran wild when we were brainstorming which Autobots and Decepticons to include in the set. Being able to infuse TRANSFORMERS characters, Cybertron and that whole world into Little People was so much fun for the entire team.

Sounds like a nice challenge to have! How does the team ensure each launch still has just as much Little People DNA as much the brands you’re partnering with?
It all goes back to our Little People figure. The scale, pose and proportions are all key. Our designers bring each character to life by making sure the essence of the original character is kept through key details. The eyes and nose are a key element of our form that we tend to keep. And while most figures carry a happy demeanour, we’ve been adding more variation to the facial expressions – especially on monsters or “rebellious” characters.

Yes, I see the Little People Megatron is rocking an appropriately menacing scowl! Before we wrap up, this launch is part of some wider collaboration between Mattel and Hasbro. There’s been UNO Flip TRANSFORMERS, Barbie UNO, Barbie MONOPOLY… What does it say about the creative culture at both companies that you’re able to collaborate to such an extent?
It’s all about the fans. Mattel and Hasbro love celebrating the fans and giving them new ways to show off their fandom.

Thanks again Georgio.

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