The problem
When I stepped into the role at Matchbox (under Mattel), the Sky Busters global packaging portfolio was ready for reinvention. With a youthful skew and a wide ranging lineup of aircraft, we needed bold branding that could bring each product to life and elevate the entire line. I had the opportunity to design dozens of brand identities and hundreds of unique packages—some of which were later featured in prominent design compil like Logo Lounge.
The objective
My goal was to inject larger‑than‑life branding into Sky Busters, making each aircraft and vehicle feel aspirational for kids while remaining accessible at retail. This meant creating visual systems, packaging structures and design identities that could scale across a global collection, build brand recognition and support the product’s play narrative of "realistic aircraft, epic adventures".
The result
The refreshed Sky Busters line brought new life to the Matchbox brand, with collectible aircraft models (including high‑profile tie‑ins like the SpaceX Starship) gaining visibility and consumer appeal. Because Matchbox Sky Busters now landed at specialty and retail outlets with distinctive packaging and strong identity, the line became a fresh standout for younger aviation enthusiasts and collectors alike.
