Brand Tracker

Welcome to the automated Brand Tracker diaries.

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.

Italy

Win with Teddi a world of stories

Brand: Teddi

Campaign: Win with Teddi a world of stories

Source: https://brand-news.it/brand/alimentari/food/al-ta-unisce-teddi-e-faba-nel-progetto-per-le-famiglie-vinci-con-teddi-un-mondo-di-storie/

Goal: Engage families through a contest

Media: In-store promotions, digital amplification, social media, creator content

Summary: Teddi, a line of organic yogurt for children, and Faba, an Italian audio entertainment brand for kids, have collaborated on the project 'Win with Teddi a world of stories.' The campaign includes a contest running until October 31, 2026, with 315 interactive story devices as prizes totaling €26,712. Participants can win daily 'Instant Win' prizes by purchasing Teddi yogurt and registering their receipts. The campaign is supported by digital activities and content creation from relevant communities.

children's contest Family Engagement organic yogurt

Italy

Lego celebrates Formula 1 with a major activation, a lever for brand building for a cross-generational audience

Brand: LEGO

Campaign: Lego celebrates Formula 1 with a large activation for cross-generational brand building

Source: https://brand-news.it/brand/tempo-libero/giocattoli-game/lego-celebra-la-formula-1-con-una-grande-attivazione-leva-di-brand-building/

Goal: Engage a multi-generational audience and build the Lego brand

Media: Event installations, video and light shows, interactive workshops

Summary: Lego organized a large activation during the Italian Grand Prix of Formula 1, bringing creativity and the thrill of motorsports together to engage families and fans of all ages. The initiative includes installations in Milan and at the Autodrome in Monza, featuring a grand spectacle dedicated to Michael Schumacher and the Ferrari F2004, along with interactive activities for visitors to create a mosaic with Lego bricks. The campaign aims to reinforce Lego's brand association with creativity and innovation while celebrating a significant cultural moment.

brand activation Family Engagement Formula 1 LEGO