Case Study: Mattel reimagines customer experience to maximize engagement and drive higher conversions
Key results
The challenge
Mattel operated a monolithic technology stack in which backend content and frontend experiences were tightly coupled, so even minor updates required significant engineering effort. Each new initiative meant rebuilding content from scratch, which extended release cycles and limited agility across its digital brands.
The solution
Mattel deployed Contentstack's headless CMS across its digital properties, including americangirl.com and shop.mattel.com. The microservices architecture let teams change frontend frameworks without altering backend content and reuse content blocks to launch experiences faster.
“With Contentstack, everything is microservice driven. That means if we want to use React or Vue, we can change that framework without changing the content at the back end.”
MHMark HallSenior Director of Digital Technology, Mattel
The results, in context
Mattel reported a 4.9x increase in website conversions and a 9.5x increase in mobile conversions. It also cut the time to launch new experiences from six months to four weeks.