The Museum of Modern Art (MoMA) in New York has announced a significant multiyear partnership with toy manufacturer Mattel Inc. This collaboration will introduce a capsule collection on November 11, featuring seven unique products. These items draw inspiration from famous artists and artworks found in MoMA's permanent collection, making iconic art accessible in new, playful forms for the holiday season.
The collection will be available for purchase at MoMA's Design Stores in New York and Japan, through the Design Store's website, and on the Mattel Creations website. This initiative aims to blend contemporary art with creative play, inviting new audiences to engage with the museum's holdings.
Key Takeaways
- MoMA and Mattel have partnered for a multiyear collaboration.
- A capsule collection of seven art-inspired products launches on November 11.
- Products include a Van Gogh Barbie, Dalí and Monet figurines, and an art-themed Uno deck.
- The partnership also provides funding for MoMA's Samuel and Ronnie Heyman Family Art Lab.
- The collection aims to make art more accessible and collectible.
New Products Blend Art and Play
The upcoming capsule collection features a diverse range of products, each inspired by a specific artwork or artist from MoMA's renowned collection. This launch marks a strategic move by Mattel to reimagine its brands as collectible, design-focused experiences. The collaboration seeks to translate iconic art into cultural expressions.
One of the standout items is a Barbie doll. This doll wears an evening gown printed with Vincent van Gogh’s Starry Night (1889). This painting is a highlight of MoMA's collection, acquired in 1941 through the Lillie P. Bliss bequest. It is currently displayed in Gallery 501 on the museum’s fifth floor.
Collection Highlights
- Barbie x Vincent van Gogh: Features an evening gown with Starry Night print.
- Magic 8 Ball x Alma Woodsey Thomas: Inspired by an abstract work, includes art-themed phrases.
- Hot Wheels: Replicas of the Jaguar E-Type Roadster and Citroën DS 23 Sedan from MoMA's design collection.
- Little People Collector: Figurines of Salvador Dalí and Claude Monet.
- UNO Canvas x MoMA: Deck featuring six artworks from the museum.
Figurines and Classic Toys Reimagined
The collection also includes two sets of Little People Collector figurines. One set is inspired by Impressionist painter Claude Monet. These figurines feature his recognizable full white beard, with one wearing an outfit inspired by his famous 'water lilies' works. MoMA owns Monet’s nearly 42-foot-long Water Lilies (1914–26), purchased in 1959 and on permanent view in Gallery 515.
Another set of Little People Collector figurines honors Surrealist painter Salvador Dalí. Known for his curled black mustache, one figurine wears an outfit reflecting his renowned painting The Persistence of Memory (1931). This artwork was acquired by MoMA in 1934 and is currently on display in Gallery 522.
MoMA's Design Collection
MoMA's collection extends beyond traditional paintings and sculptures to include significant examples of modern design and architecture. The inclusion of cars like the Jaguar E-Type Roadster and Citroën DS 23 Sedan highlights the museum's commitment to showcasing design as an art form. These vehicles are recognized for their aesthetic and engineering innovation.
For car enthusiasts, the collection offers two Hot Wheels replicas. These miniature vehicles reproduce two iconic cars from MoMA’s design holdings: the Jaguar E-Type Roadster and the Citroën DS 23 Sedan. The MoMA acquired its 1963 Jaguar E-Type Roadster in 1996 and its 1973 Citroën DS 23 Sedan in 2018. Both cars have been featured in museum exhibitions, including the 2021 'Automania' exhibition.
Engaging New Audiences Through Art
A unique item in the collection is the Magic 8 Ball. This version is inspired by Alma Woodsey Thomas’s Untitled (ca. 1968), an abstract work acquired by MoMA in 2015. The Magic 8 Ball includes art-themed phrases such as “Color Is Life!” Thomas's work was last exhibited in 2017 as part of 'Making Space: Women Artists and Postwar Abstraction.'
Additionally, an Uno deck, titled UNO Canvas x MoMA, features details from six different artworks in MoMA’s collection. These include van Gogh’s Starry Night, Monet’s Water Lilies, Henri Matisse’s The Red Studio (1911), Liubov Popova’s Objects from a Dyer’s Shop (1914), Sonia Delaunay’s Portuguese Market (1915), and Piet Mondrian’s Broadway Boogie Woogie (1942–43).
Nick Karamanos, Mattel’s senior vice president of entertainment partnerships, stated, "Partnering with MoMA enables us to translate some of the world’s most iconic artworks and artists into amazing expressions of culture, design, and storytelling that will resonate with collectors and fans for years to come."
This partnership extends beyond product sales. Mattel will also provide funding for MoMA’s Samuel and Ronnie Heyman Family Art Lab. This interactive space is located on the museum’s first floor and offers educational experiences for children and families. This funding supports MoMA's ongoing commitment to art education and accessibility.
The Broader Vision of the Partnership
The collaboration reflects a broader trend in the toy industry, where established brands are seeking new ways to engage consumers and create collectible items. Mattel, known for brands like Fisher-Price, American Girl, Thomas & Friends, and Barney, is actively exploring design-led experiences to enhance its market presence.
Jesse Goldstine, MoMA's chief retail officer, emphasized the museum's goals for the partnership. "By joining forces with Mattel Creations, we are inviting a generation of new audiences to experience the Museum’s collection in ways that merge contemporary art with creative play and design innovation and allow them to spend time with artworks from the collection in new and interactive ways."
This strategic alliance is set to introduce fine art to a wider demographic, particularly younger audiences and collectors. The products serve as tangible connections to art history, bridging the gap between museum walls and everyday life. The initiative highlights the potential for creative partnerships to expand cultural engagement.
The collection's timing, just before the holiday season, suggests it is positioned as a unique gift option for art lovers and collectors. The blend of recognizable toy brands with celebrated artworks creates a compelling offer for consumers interested in both art and design. This partnership underscores the evolving landscape of cultural merchandising.
