Mattel partners with Italian fashion house GCDS to launch a limited-edition Polly Pocket collection that redefines miniature play through high-end design, cultural storytelling, and nostalgic charm.
When tiny worlds meet bold fashion
Polly Pocket, the iconic miniature doll brand adored since the 1990s, takes a dramatic leap into the world of haute couture. Mattel has joined forces with GCDS, a Milan-based fashion label known for its playful and expressive designs, to unveil a special edition Polly Pocket x GCDS capsule. The launch celebrates a meeting point between childhood nostalgia and cutting-edge design, with a distinctly modern Italian flair.
The collection, part of the Mattel Creations platform, brings Polly Pocket into the fashion spotlight, featuring a reimagined compact and wardrobe pieces inspired by Milan’s vibrant culture—from urban street scenes to beloved gelato colors. This isn’t just a makeover—it’s a transformation of play into fashion expression.
A creative reunion years in the making
This collaboration builds on a longstanding relationship between the two brands. In 2018, Polly Pocket debuted on the GCDS Spring/Summer runway during Milan Fashion Week, followed by a memorable Heart Bag collection that mirrored the toy’s compact charm. Now in 2025, designer Giuliano Calza revisits the Polly universe with a personal vision that captures the emotional and imaginative power of “cute” as a cultural language.
“Redesigning Polly Pocket wasn’t just a creative challenge—it was personal,” said Calza. “These tiny toys taught us to dream big in small spaces. Now they’re telling that story in a whole new visual language.”
A collector’s dream and a cultural moment
To mark the launch, Mattel and GCDS hosted an immersive event in Milan where fans explored Polly’s world through interactive installations, themed cuisine, and exclusive access to the capsule. The centerpiece: a redesigned Polly Pocket compact, available in limited quantities on gcds.com and, shortly after, on Mattel Creations.
Mattel’s strategy reflects a rising trend in the toy industry: reimagining classic brands as cultural touchpoints through fashion, design, and storytelling. Polly Pocket’s latest chapter proves that even the smallest worlds can leave the biggest impressions—especially when backed by bold creativity and timeless appeal.