The Museum of Modern Art (MoMA) in New York has teamed up with toy and entertainment company Mattel to launch a series of products inspired by its art collection.
The five-year partnership between MoMA and Mattel Creations, the company's design-driven, direct-to-consumer platform, will debut its first capsule collection on 11 November.
“This collaboration is more than a product launch, it is a global design partnership,” said Nick Karamanos, SVP of entertainment partnerships at Mattel.
“Through Mattel Creations, we have been reimagining our brands as collectible, design-led experiences.
"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.”
Products in the collection will be available to buy on Mattel Creations, store.moma.org, and at MoMA Design Stores in New York and Japan.
MoMA's collection reimagined
They include a collectible Barbie doll inspired by Vincent van Gogh's The Starry Night, Hot Wheels versions of the Jaguar E-Type Roadster and Citroën DS 23 Sedan, and Little People Collector sets themed after Salvador Dalí and Claude Monet.
Other items in the collection include the first-ever MoMA edition of UNO, featuring six iconic artworks from the collection, and a reimagined Magic 8 Ball inspired by an Alma Woodsey Thomas work.
“MoMA has long championed the transformative power of art and design as a catalyst for education and creativity,” said Jesse Goldstine, chief retail officer at MoMA.
“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.”
Founded in 1929, the Museum of Modern Art cares for a vast collection of more than 200,000 paintings, sculptures, drawings, prints, photographs, objects and models.
Last month, Christophe Cherix replaced Glenn Lowry as MoMA's director.
Images courtesy of Mattel and MoMA
