Decoding the Appeal of One of the World’s Leading Toy Brands with BUV Students

Recently, students from the Contemporary Creative Practices programme in the School of Communications & Creative Industries at BUV took part in an engaging field visit to Mattel Vietnam. The visit gave them a valuable opportunity to experience first-hand the working environment of one of the world’s leading toy companies – the name behind global icons such as Barbie, Hot Wheels and Fisher-Price. 

The visit offered a multi-faceted perspective on how familiar products from miniature racing cars to complex educational toys, are brought to life through the interplay of design thinking, engineering solutions and a well-coordinated manufacturing process. 

Mastering creative thinking within a global ecosystem 

With millions of products distributed each year, Mattel operates a tightly integrated ecosystem spanning everything from ideation to international commercialisation. During the visit, BUV students had the opportunity to explore the entire product design lifecycle first-hand: from initial concepts, 2D and 3D design, and prototype development, through to rigorous quality testing and large-scale production lines.

Insights shared by Mattel’s Design & Creative team gave BUV students a clearer understanding that every choice of form, colour or packaging material is, in essence, a strategic decision. A product must not only look appealing, but also meet stringent global standards for durability and safety. 

“Direct exposure to the real working environment at Mattel has completely changed the way I think about creative design. I realised that truly outstanding design is not just about how aesthetically pleasing it looks on paper, but about striking a balance between artistry, large-scale manufacturability, and the rigorous safety standards of the global market,” shared Đào Phúc Anh Thư, a third-year student on the Contemporary Creative Practices programme. 

Through lively discussion sessions, BUV students not only asked questions about technical processes but also explored more deeply the role of creative professionals within a large-scale operation. These early insights provided a valuable foundation for them to shape a more grounded and sharper sense of their future professional identity. 

Shaping capabilities for the next generation of creatives 

Beyond the manufacturing process itself, Mattel’s representatives also offered clear insights into the international working environment and the talent needs of the creative industries. One particularly notable highlight was the Mattel Trainee Programme, which opens up promising career pathways for young people across key markets such as the United States, China, Hong Kong and Singapore. 

Mattel is currently recruiting for roles in Product Design and Graphic Design, placing high expectations on the next generation of young designers – individuals who not only bring bold, original ideas, but also have the ability to turn them into reality within a complex production value chain.

The site visit, along with the live Q&A session with industry representatives, helped BUV students gain a vivid picture of the journey of a professional designer – from the moment the very first lines are sketched on paper to the point when a finished product appears on shop shelves around the world. In this way, the trip also reaffirmed BUV’s commitment to equipping students with both the aesthetic sensibility and the capabilities needed to take ownership of the creative value chain, preparing them to become key talent in the global creative industries.