Global Type System Design

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In a first for the iconic brand, leaders at Mattel decided it was time for a custom typeface that honored the brand’s legacy and brought consistency across their large portfolio of subbrands. Enter MATTY & BELLE Mattel® Sans. The GERTRUDE, INC.-created custom typeface is a timeline font design for the toymaker giant long anchored in its tenets of ‘Creativity, Playfulness, and Innovation.’ The typeface is designed to work across all Mattel, Inc. brands (including Barbie®, Hotwheels®, UNO®, Masters of the Universe®, Fisher-Price®, etc.) for Packaging, Digital, Social, Trade Shows, and more. The new custom typeface is named after the “King of Toys,” MATTY, and his little sister BELLE Mattel, the 1950s mascots for Mattel, Inc. Toymakers.

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“MATTY” is a timeless, versatile, all-caps display sans-serif typeface that looks great in just about any context. With three weights (Regular, Semibold, Bold) and two styles—MATTY & BELLE Mattel® Sans, it allows for beautiful, consistent, bold, and playful designs across logos, digital, and printed materials. By holding down the ‘option’ (alt on Windows) key, you can access the more playful characters and logos in the BELLE Mattel® Sans Special Characters & Glyphs library. Inspired by everything Mattel, Inc., MATTY & BELLE Mattel® Sans are the exclusive original font duo for all things Mattel, Inc.

View MATTY & BELLE Mattel® Sans at mattel.com