Mattel

Campaign Diaries

Italy

Mattel Concentrates Christmas Campaign in Key Weeks and Works to Connect Brands with New Audiences

Brand: Mattel

Campaign: Christmas Campaign 2023

Source: https://brand-news.it/brand/tempo-libero/giocattoli-game/mattel-concentra-la-campagna-natalizia-nelle-settimane-chiave-e-lavora-per-far-incontrare-i-brand-con-nuovi-pubblici/

Goal: Maximize brand presence during key holiday shopping weeks

Media: Television, digital, social media

Summary: Mattel is concentrating its communication efforts for the Christmas season between November and December, aiming to engage various target audiences with new launches such as Barbie and Ken Magic of Christmas and the Nutcracker line. The campaign focuses on reaching children, families, and the growing 'kidult' demographic through a mix of traditional and digital media, alongside a strong influencer marketing strategy involving both international and local creators.

Campaign Diaries

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Global

Bluey finds a new home in Mattel’s toy box

Brand: Mattel

Campaign: Bluey Licensing Partnership

Source: https://www.marketing-interactive.com/bluey-finds-a-new-home-in-mattel-s-toy-box

Goal: Expand Bluey's presence through toy collaboration

Claim: Best play doesn't require anything extraordinary, just creativity, laughter, and the people you love.

Summary: Mattel has formed a multi-year global licensing partnership with BBC Studios to integrate the children's series Bluey into its major toy and game brands, including Barbie, Hot Wheels, Fisher-Price, Polly Pocket, and UNO, with products set to launch globally later this year. This partnership aims to extend Bluey's appeal beyond screens and into play experiences that encourage family creativity and connection.

Campaign Diaries

No Brand Diaries found.

Children's toys Family Engagement Licensing partnership

Global

Mattel Partners With Bluey as It Shifts From Toy Maker to Building Fandom

Brand: Mattel

Campaign: Partnership with Bluey

Source: https://www.adweek.com/brand-marketing/mattel-partners-with-bluey-as-it-shifts-from-toy-maker-to-building-fandom/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=8

Goal: Transition from a toy maker to a brand management company building lifelong fans

Media: Toys, Entertainment, Live Experiences, Digital Experiences

Summary: Mattel has entered a multi-year global licensing partnership with BBC Studios to incorporate characters from the animated series Bluey into five of its major brands. This partnership signifies Mattel's shift from being solely a toy manufacturer to a broader play and entertainment company, emphasizing emotional connections and engagement with fans across various platforms. The initiative is part of a larger strategy to create a franchise ecosystem that integrates toys, entertainment, and live experiences, aiming to foster multigenerational fandom.

Campaign Diaries

No Brand Diaries found.

Bluey brand partnership Fandom Building Mattel Transformation

Portugal

Did you know … UNO has a version for colorblind people based on a Portuguese invention?

Brand: Mattel

Campaign: UNO ColorADD

Source: https://www.imagensdemarca.pt/artigo/sabia-que-o-uno-tem-uma-versao-para-daltonicos-baseada-numa-invencao-portuguesa/

Goal: Make UNO more accessible to people with color blindness

Claim: Inclusivity through ColorADD symbols

Summary: The popular card game UNO has an adapted version for colorblind individuals called 'UNO ColorADD', developed by Mattel in collaboration with the Portuguese color identification system ColorADD, created by designer Miguel Neiva. The adaptation incorporates symbols alongside colors to help players distinguish cards without relying solely on color perception. The initiative aims to enhance the accessibility of the game for people with color blindness, continuing to follow traditional UNO rules while adding visual references.

Campaign Diaries

No Brand Diaries found.

accessibility color blindness ColorADD UNO