Print & Packaging
Mattel and Adobe: using Firefly during Barbie packaging exploration
Adobe’s 2024 account says Mattel explored packaging concepts with generated imagery, conventional editing and 3D presentation.
Done withAFAdobe FireflyAPAdobe PhotoshopASAdobe Substance 3D
Reported by Adobe
WHAT THEY DID
Mattel’s packaging designers start with rough sketches called bluelines, pitch concepts as 3D mockups in Substance 3D instead of physical prototypes, write simple Firefly prompts for imagery, environments and palette ideas, then add or remove elements with Generative Fill and Expand in Photoshop before sharing renderings with other teams.
HOW IT WENT
The post gives no figures; it says concepts and reviews move faster.
WORTH KNOWING
Adobe’s own customer story. Designers still write prompts, pick and edit outputs, and go through review; generated imagery doesn’t replace packaging proofing.
Rates the entry, not the tool.
Source: Ashley Still · Adobe Blog · Jun 27, 2024Open as a page
About this source
Type: Vendor customer story · Company claim · Older example, not a recent development
- Barbie and Adobe Firefly Generative AI: Bringing magic to Mattel’s packaging | Adobe Blog
Ashley Still · Adobe Blog · Published Jun 27, 2024 · Checked Oct 20, 2026
Primary account or publisher hosting the account.
Access: Page text was read during research.
Source check: Spot-checked by the 4TC build team on Oct 20, 2026. Re-read the post (Adobe Blog, 27 June 2024). Nobody at 4TC has tested this.
4TC interpretation
Our reading, not something the source says.
A strong example of AI supporting exploration inside a larger design-production process.
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Added to 4TC Oct 20, 2026 · Last checked Oct 20, 2026
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