In a move to boost preschool brand Fisher-Price’s appeal to millennial parents, parentco Mattel has tapped prominent potter, designer and author Jonathan Adler as its new creative director.

The multi-year deal will see New York City-based Adler come on-board as a style direction consultant for Fisher-Price products aimed at kids five and under. His designs will then be interpreted and applied by internal designers and external consumer products partners.

Adler’s creative influence will first be seen this fall in Fisher-Price baby gear, newborn toys, crib bedding, nursery décor and infant apparel. In 2017, his impact will be more widely felt across the entire Fisher-Price portfolio.

Fisher-Price continues to be a strong performing brand for Mattel, posting 13% growth in Q4 and 7% for the full-year in 2015.

Nonetheless, Adler’s goal for the 85-year-old brand is to marry modern design with Fisher-Price’s expertise in early childhood development.

For its part, Fisher-Price expects Adler’s influence to inject a modern sensibility to the brand’s iconic design, while remaining true to its core values of enriching developmental play, quality and safety.

There are currently more than 25 Jonathan Adler stores worldwide, as well as an e-commerce website and a wholesale business with more than 1,000 locations globally. Adler is also the author of the Happy Chic book series.