Tiny dolls, big surprises: A little look at Polly Pocket advent calendars with Mattel’s Maggie Gilbert

Thanks for making time, Maggie. I can’t think of a toy better suited to an advent calendar than Polly Pocket! When did Mattel first start doing them?
You’re right, Polly Pocket is just the most fun way to celebrate Christmas with all her tiny accessories and fun surprises! She’s perfect for an advent calendar to count down the days until Christmas… Polly Pocket has had Advent Calendars since the early 2000s. Since our relaunch, we’ve brought them back with a new twist. We’ve had a few iterations, but I was so excited to work on the newest version!

Tell me about that! What can people expect to find behind the doors in the 2025 edition?
The biggest surprise is that you get an entire compact to assemble! This is really the first time Polly has had a DIY Compact. There’s just so much fun to reveal every day… There’s even a tiny Christmas tree where you can add little ornaments. I thought it would be super fun to slowly build out a compact from embellishing the outside of the house to decorating inside for the holidays.

Love it! As you know better than most, the Polly Pocket brand is over 35 years old. How do you keep it fresh?
Since Polly Pocket is a heritage brand, the best way to design is to be inspired by the old products! I have a collection of original items that I love to reference. However, I find the best way to keep things fresh is to blend current trends with the core of Polly, which is fun surprises and tiny details. Some ways we’ve kept up with the modern times are adjusting the styling for current kids and incorporating unboxing and surprise into our compacts. Keep an eye out for more additions next year!

I certainly will. What was the biggest challenge putting this together?
Christmas time is one of my favourite times of the year. When I was a kid, my mum would get me an advent calendar every year – it was something I always looked forward to. When designing this item, I really challenged myself to make sure you get a big wow and something you’ll want to bring out every Christmas to celebrate. I was inspired by the gingerbread house kits I built every year and the joy they bring to decorate them with friends. I wanted to bring that feeling to Polly Pocket with this toy. The biggest hurdle when designing this toy was making sure the 24 surprises could fit inside the compact when it’s all closed!

Great answer! Thank you. And what’s your background, Maggie? How did you come to be working at Mattel?
In high school, I started collecting dolls and I was a big fan of Monster High. I even ran a toy blog on Tumblr. When I went to college, I did a lot of research and got a BFA in Toy Design from Otis College of Art and Design.

Wow! This is something you really had an ambition to do, then?
Oh, yes! Very much so! In the summer of my junior year in college, I had the opportunity to get an internship at Mattel – and the rest is history. Polly Pocket was my favourite toy growing up and it’s been a dream to work on reimagining her for a new generation.

–

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent Interview

From teeth to the tabletop: Kyle Spackman on the origins of Bitewing Games – and the key to successful designer partnerships

Bitewing Games Co-Founder Kyle Spackman on the types of concepts he looks for from inventors – and why Bombastic appealed.

Designer Robert Hovakimyan on the origins of his explosive take on tic-tac-toe, Bombastic

Robert Hovakimyan talks Bombastic – and why designing lighter games make his heavier games better.

Scheme, steal and second-guess: Game designer David Gordon talks Pinched!

“I was interested in this idea of trying to read your opponent’s mind…” David Gordon on the story behind his latest launch.

Doin’ the Most Games’ Edwin Benton on authenticity, representation – and Pick, Pic Boom!

Edwin Benton, Founder and CEO at Doin’ the Most Games, discusses the origins of the company – and what fuels his creativity.

Ravensburger’s Ryan Miller discusses 2025 highlights for Disney Lorcana – and his favourite aspect of the game

Disney Lorcana co-designer and Senior Brand Manager Ryan Miller talks Disney collaborations, recent highlights – and A Goofy Movie!

Tycoon Games Founder Dan Yarrington reveals his thoughts on crowdfunding, values… And being brash

“Arrogance and confidence are two sides of the same coin…” In conversation with Dan Yarrington.