Michael Shore

Work at Mattel
Since starting at Mattel, over 15 years ago, he has had responsibility for investigating kids’, parents’ and adults’ attitudes towards toys and play across all categories including dolls, action figures, vehicles, board games, digital (Web/video/PC games), plush, sports, craft activities, construction, and infant/preschool products.

During his tenure, Michael established the Imagination Center: an in-house research facility where Mattel employees involved in the development of new toys and products can interact with kids on a daily basis.

Michael’s specific areas of research interest have included play behavior, new play platforms and technologies and surfacing key emotional benefits associated with play.

Personal and Professional Life
Prior to joining Mattel, Michael worked as an Insight Consultant specializing in children’s trends and development. His clients included Kellogg’s, Electronic Arts, Activision, advertising agencies as well as television/film studios.

Over the years, Michael’s research on toys and play has extended throughout the world including Europe, Latin America, and Asia. He has presented at multiple conferences and Universities including USC, Loyola, and Otis Parsons School of Design. He has degrees in Clinical, and Organizational Psychology.