Mattel Creations and Fidia Falaschetti present Playdult

Mattel Inc.—one of the world's largest toy and family entertainment companies—has announced a collaboration between Mattel Creations and Italian artist Fidia Falaschetti. The project, called Playdult, is an exhibition that started on November 22 and will run until December 8 at the 10 Corso Como exhibition space. It merges his artistic vision with the essence of the group's brands and the company’s iconic values.

The Playdult Exhibition in the Artist's Words

"Playdult is the culmination of my passion for toys. I grew up with Masters of the Universe characters and Hot Wheels cars, and this exhibition is the most tangible expression of how play transforms in adulthood. What better opportunity to create artistic toys, designed for adults, that also make you think? Playdult is the perfect space for an artist like me, who believes that to revive this world, you have to stay a child at heart," said Fidia.

Fidia and Mattel in Milan: The Artworks

Inspired by some of Mattel's most iconic properties, Fidia created four distinctive pieces for Mattel Creations, giving each one his unique interpretation, which he described as follows:

Master of the Universe is a playful reinterpretation of the artist’s famous totem, with blocks compatible with other totems, allowing for creative mixing and rearranging of the shapes between the two columns.

Very Hot Wheels features toy cars melting due to the overheating of their powerful engines and the growing climate crisis. The realism of the piece "melting into a puddle" highlights the meticulous work of the operational team, who managed to blend the base and the car in a detailed manner, guided by Fidia's expertise and experience in sculpture.

BRB (Be Right Back) is a Barbie installation that goes beyond the doll. Through his artistic work, Fidia tells the audience that Barbie has left an empty chair and her iconic pink shoes behind. The Barbie high heel has been crafted with extreme care, aiming to maximize the shine and color, striving for the perfection deserved by such an iconic object.

Rock’ em Sock’em: showcases the classic two robots who, at first glance, seem to be fighting, but are actually embracing, tired of their endless conflict, becoming Rock’em Love’em.

The uniqueness of these pieces lies in the way that two objects, which are inherently very angular, harmoniously unite, blending organic elements with incredible engineering structure. Thanks to the collaboration and valuable support of 4.4 Agency, Fidia developed the idea of an immersive exhibition that emphasizes the storytelling of the artworks.