Ahead of its annual MAX conference, software developer Adobe recently shared a use case demonstrating how Mattel’s Barbie brand used its AI-powered Firefly to create packaging for the upcoming holiday season.
As expected, Christmas is a significant driver of toy sales for brands like Barbie. Every year, Barbie releases a considerable number of SKUs, requiring a massive effort to design and put into production all those dolls, accessories, and the packaging they come in.
Unsurprisingly, Mattel is also looking for ways to streamline the design process and reduce costs. The Barbie brand started its holiday packaging process using Adobe’s Firefly AI to generate packaging concepts for approval for other teams, such as marketing. The AI prompt writers, who also happen to be graphic designers, took the approved concepts and “polished” them in Photoshop.
