During the 1970s, cultural shifts saw a rise in the popularity of the occult and the psychedelic. This wasn’t just a movement confined to underground scenes or countercultural pockets—it permeated mainstream consumer goods too, even those targeted towards children.
This Fortell Card kit (a fortune reading process similar to Tarot) was part of Mattel’s fortune-telling line, “Mystique”, that use an eclectic mix of colors and typefaces to create a sense of play and magic. The series logo is in lowercase Neptun. Fortell Cards makes early use of Davison Clermont (Photo-Lettering) for the title.
This blend of commercialism and countercultural wasn’t exclusive to Mattel during this era; brands like Hallmark, Burger King, Heinz, and even Shell adopted themes and aesthetics resonant with an interest in the esoteric.