Case Study: Mattel boosts engagement and conversions with Contentstack

Mattel boosts engagement and conversions with reimagined customer experience

Mattel, the global toy and family entertainment company behind brands like Barbie, Hot Wheels, Fisher-Price, and American Girl, wanted to move away from a rigid monolithic stack to a microservice-based architecture. The goal was to make content reusable, speed up back-end updates without disrupting front-end experiences, and improve the efficiency of its many global digital properties. Contentstack’s headless CMS was selected to help Mattel modernize its content operations.

With Contentstack, Mattel rebuilt and launched digital experiences much faster, including the American Girl doll configurator and the UNO/NFL digital catalog, while also supporting sites like americangirl.com, shop.mattel.com, and play.mattel.com. The results were strong: time-to-launch dropped from six months to four weeks, website conversions increased 4.9x, mobile conversions rose 9.5x, and Mattel saw faster rendering plus improved Lighthouse scores.

Mattel

Mark Hall

Senior Director, Digital Technology