Mattel Expands Commitment to Play with National Playworks Partnership
29 Novembro 2011 - 12:00PM
Business Wire
Mattel, Inc. (NASDAQ: MAT) today announces a national
partnership with the leading organization leveraging the power of
play, Playworks, to bring play to more children and communities
across the nation. Through volunteerism, community service and
direct funding, Mattel, with Playworks, will ensure underprivileged
children have the access, tools and ability to enjoy the benefits
of play.
A Playworks Junior Coach gets all the
kids on the playground involved in an active game (Photo: Business
Wire)
This press release has an accompanying Smart Marketing Page
providing further details about the organization, products and
services introduced below. You can access the Smart Marketing Page
via the following link: http://www.businesswire.com/smp/mattel-playworks-partnership/.
Playworks is an organization that works on-site with low-income
schools to create a powerful and positive play system that promotes
learning and development, teaches teamwork and expands social
skills. Through a model known as the “Junior Coach” program,
Playworks encourages teams of students to understand fair play,
conflict resolution and more. Currently, Playworks is in 320
schools and 23 cities around the nation. In partnership with
Mattel, Playworks plans to expand the program to even more schools
around the nation, providing children in some of the most
underserved neighborhoods with an opportunity to take play to the
next level.
The partnership with Playworks marks the seventh signature
philanthropic partner for Mattel. Over the next two years, Mattel
has pledged more than $1 million from the Mattel Children’s
Foundation to support Playworks initiatives.
“Today, millions of children lack enriching play experiences
because of various barriers, such as the lack of safe places or
tools to play. Our goal with the Playworks partnership is to help
break down these barriers and reinstate play as a fundamental right
of childhood and an invaluable building block for emotional and
physical development,” said Deidre Lind, executive director of
philanthropy programs at Mattel.
In addition, Mattel and Playworks plan to pilot the Playworks
model internationally by training Mattel employees in other
countries to bring healthy, inclusive play to schools in
communities where they live and work.
“We are excited to partner with Mattel to expand play to new
places,” said Jill Vialet, founder and CEO of Playworks. “Mattel is
our first national partner and is a powerhouse company with a long
and proven commitment to play. With their help, we hope to make
2012 the best year for play yet.”
Mattel and Playworks recently conducted a live chat on Facebook
underscoring the importance and power of play. Hosted by
ModernMom.com and moderated by Jess Weiner, author and confidence
expert, Mattel’s resident “Dr. of Play,” Michael Shore, Ph.d., and
Vialet sat down to discuss constructive play tips for both parents
and kids that help bolster confidence and make playtime at school
and home more effective. To view an archived version of the
discussion please visit http://www.facebook.com/Mattel.
“Play is a key ingredient for raising a healthy, confident
child,” said Jess Weiner, author and confidence expert. “Play
allows you to stretch your imagination, expand your vision, and
enhance your quality of relationships. Parents can use play as a
basic connecting tool with their children - even as they advance
into the teen years, and maintaining a healthy playful relationship
can actually help navigate even the trickiest of teen dynamics.
Play is the universal bridge between our hearts, minds and souls -
and it helps build confidence by allowing safe boundaries and
limitless opportunities for self-expression.”
In 2011, Mattel maintained its commitment to contribute 2% of
pretax profit toward social impact efforts for the eighth year in a
row. This year marked more than $20 million in cash and product
donated to philanthropic programs like Playworks, Save the Children
and the American Red Cross Disaster Response, Special Olympics
World Games and more.
About Mattel
As the worldwide leader in play, the Mattel family comprises
such best-selling brands as Barbie®, the most popular fashion doll
ever introduced, Hot Wheels®, American Girl® and Fisher Price®
brands, which includes Little People®, Power Wheels® and a wide
array of entertainment-inspired toy lines. In 2011, Mattel was
named as one of FORTUNE Magazine's "100 Best Companies to Work For"
for the fourth year in a row, and was also ranked among Corporate
Responsibility Magazine's "100 Best Corporate Citizens." With
worldwide headquarters in El Segundo, Calif., Mattel employs
approximately 31,000 people in 43 countries and territories and
sells products in more than 150 nations. At Mattel, we are
"Creating the Future of Play." Follow Mattel on
www.facebook.com/mattel and www.twitter.com/mattel.
About Playworks
Playworks is a national nonprofit organization that provides
safe, healthy, inclusive play and physical activity to schools at
recess and throughout the entire school day. Founded in 1996,
Playworks is the only nonprofit organization in the country to send
trained, full-time adults to low-income, urban schools. By 2015,
Playworks will serve more than 650 schools in 27 US cities. In
addition to its direct services, Playworks Training provides
training and technical support for schools, districts and other
organizations that wish to incorporate play into their
day. For more information, visit www.playworks.org.
MAT-P
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