The Little Things (TLT) has partnered with global toy powerhouse Mattel for an exciting pop-up takeover at Gate Avenue 4 in Dubai International Financial Centre (DIFC), bringing a vibrant celebration of nostalgia, creativity, and play to the heart of the city until May 6, 2026.
Building on the brand’s first-ever pop-up store at DIFC, Gate Avenue 4 this collaboration marks a new chapter in its growth, reinforcing its presence within Dubai’s premium toy and collectible segment.
Hassan Tamimi, CEO of The Little Things, said, “Mattel is home to some of the most iconic brands in the world, and partnering with them allows us to tap into a sense of nostalgia while creating something fresh and engaging for today’s audience. Especially in times like these, creating moments of joy and connection feels more important than ever, and this is just the beginning for us.”
The activation was brought to life by The Little Things’ in-house team, with internal designers leading the creative execution. The content and visuals were developed in alignment with iconic design elements from Mattel’s in-house creative legacy.
Barbie, hot wheels and UNO
Blending TLT’s signature curated retail experience with Mattel’s globally recognised franchises, the pop-up invites visitors to rediscover childhood favourites, explore collectibles, and engage with interactive moments designed to spark imagination and joy.
The immersive retail experience showcases some of Mattel’s most iconic and beloved brands, including Barbie, Monster High, WWE Action Figures, Hot Wheels, Matchbox, and UNO, offering something for fans of all ages. Located in the heart of the city, the pop-up aims to attracts professionals, families, visitors, and lifestyle enthusiasts, making it a strategic destination for the brand.
“The creative vision was rooted in nostalgia and the universal appeal of play. By partnering with Mattel, The Little Things created a space that reconnects visitors with iconic childhood brands in a fresh and modern way. At the heart of the concept is a shared belief that play has no age limit. Anchored by the message “Never too old to play,” it reflects Mattel’s legacy and aligns with The Little Things vision of unlocking worlds you’ve never seen. The goal was to create a space where people instantly recognise something familiar while experiencing it in a more elevated and interactive way, allowing them to reconnect with those memories and share that feeling across generations,” says Tamimi.
“No one is too old to play”
The activation was designed with a few clear goals in mind. First, it was about visibility, showing up in a vibrant, high-footfall hub in the heart of Dubai and it was also about engagement, encouraging people to spend time in the space, explore, and connect with the experience rather than just pass through.
Driving footfall and sales, particularly across key lines from Mattel, was important for the brand but the bigger goal was to position The Little Things as a destination for collectibles and pop culture.
“The audience was intentionally broad and cross-generational, centered around the kidult market. This included young professionals working in Dubai International Financial Centre, families looking for engaging experiences, and millennials and Gen Z who grew up with iconic brands like Barbie and Hot Wheels. DIFC in particular attracts an audience with strong purchasing power and a clear appetite for collectibles and nostalgic products. The concept resonated with adults revisiting childhood memories, whether for themselves or for their children, making the experience both personal and shareable across generations,” says Tamimi.
Tamimi adds, “Feedback from visitors reflected genuine surprise at how much the brands had evolved compared to what they remembered. Many were unaware of the broader range and quality available today, particularly the premium collectible side of Mattel. The experience also helped highlight the dual appeal of these brands, both as everyday favourites for kids and as collectible items for adults.”
The kidult market
The Little Things collaborated with a curated group of influencers, selected based on their reach, content style, and personality. The focus was on ensuring a strong alignment with the playful yet premium vibe of both The Little Things and Mattel. The selection also ensured a balanced mix of audiences, catering not only to kids and families but also to the broader market, including young professionals and collectors.
Beyond sales, success was measured by how effectively the core message was communicated and received. For The Little Things and Mattel, the most important metric was ensuring that the message “No one is too old to play” resonated across all touchpoints.
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This was reflected through strong social engagement, content shares, and positive post-event sentiment, particularly from audiences who connected with the nostalgic and interactive elements of the activation. Visitors engaging with the space, creating and sharing their own content, and expressing emotional connection to the experience were key indicators of success.
“Ultimately, the standout result was reinforcing a larger brand statement. The collaboration positioned play not just as a moment, but as an ongoing lifestyle, showing that both brands can bridge generations and keep the spirit of play relevant for everyone,” says Tamimi.
Credits:
The activation was brought to life by The Little Things’ in-house team
The content and visuals were developed in alignment with design elements from Mattel’s in-house creative legacy.
