“The brand immersion is the everything moment,” Dickson told me. The center even boasts a giant rendering of Castle Grayskull, the fearsome ancestral home of He-Man. He’ll show off the sixty-five-year-old machines that are still used to affix fake hair to Barbies he’ll invite you to inspect life-size, road-ready replicas of Hot Wheels cars. visits, Richard Dickson, a tall, bespectacled man who is the company’s chief operating officer, plays the role of Willy Wonka. These displays can help a toy designer find inspiration they can also offer a “brand immersion”-a crash course in a Mattel property slated for adaptation. The building has hundreds of workspaces for artists, model-makers, and project managers, and it houses elaborate museum-style exhibitions that document the company’s history and core products. Abrams (Hot Wheels) and Vin Diesel (Rock ’Em Sock ’Em Robots). Touring the facility, the Mattel Design Center, has become a rite of passage for Hollywood types who are considering transforming one of the company’s products into a movie-a list that now includes such names as J. J. In 2019, Greta Gerwig became the latest in a line of writers, directors, and producers to make a pilgrimage to a toy workshop in El Segundo, California.
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