Polly Pocket x Airbnb / CREATIVE DIRECTION

POLLY POCKET: AIRBNB ICON

Creative directed the Polly Pocket x Airbnb Icon collaboration, a groundbreaking partnership that reignited the cultural relevance of the Polly Pocket brand. In partnership with Airbnb, we re-recreated the vintage Polly Pocket ‘90s Slumber Party Fun Compact into a functional 42-foot-tall “house” in Littleton, Massachusetts, where guests could actually spend the night and enjoy life from Polly’s pint-size point of view.

This iconic collaboration was a centerpiece of the Polly Pocket 35th Anniversary campaign, which I led as creative director and design lead. The campaign also included fashion and beauty brand partnerships, global event launches, and an unforgettable presence at San Diego Comic-Con. The celebration has been recognized with a 2024 Toy of the Year® (TOTY®) Awards nomination for License of the Year.

Results: This viral sensation captured imaginations worldwide, generating over 249 million media impressions within its first week and earning widespread acclaim from outlets like Conde Nast Traveler, Teen Vogue, Designboom, Fortune, Billboard, People, WWD, Travel + Leisure, Apartment Therapy, TimeOut, CBS, and TMZ. As part of the campaign's cultural resonance, WWD highlighted Polly Pocket’s enduring appeal and the emergence of the “Polly Pocketcore” aesthetic, cementing the brand’s legacy while connecting with new generations.