A Typeface for a Toy Universe:
MATTY & BELLE MATTEL®
by GERTRUDE, INC.
Jan. 2026 - PRINT Magazine
Mattel, Inc. has always understood the power of a character—not just Barbie® and Hot Wheels®, but literal brand mascots too. Back in the 1950s, Matty and Sister Belle were Mattel’s cheerful spokes-characters, with Matty appearing in the serrated seal logo and both showing up as toy dolls and in the company’s early TV era, including Matty's Funday Funnies.
That sense of personality-first branding is baked into the company’s DNA, which is why it made perfect sense that Mattel decided to develop a custom typeface that evoked character and charm as well as clarity and consistency. To achieve that goal, they turned to Founder & Chief Creative Officer, Otis D. Gibson, and his team at GERTRUDE, INC., the Chicago-based brand development agency known for building bold, modern brand worlds that feel as smart as they are visually charged—especially for big, high-visibility brands that need coherence across complex portfolios.
You can view MATTY & BELLE Mattel at mattel.com