KaBOOM! and Mattel Announce New Partnership to Raise Awareness of the Importance of Active Play for All Children
01 Outubro 2013 - 1:00PM
Business Wire
Partnership Launched with Support of Research
and Digital Content
KaBOOM!, the national non-profit organization bringing play to
children who need it most, and Mattel (Nasdaq: MAT), the world’s
largest toy company, announced a new partnership last week to build
the understanding of the critical need for active play in the lives
of all children. To launch the partnership, Mattel and the Mattel
Children’s Foundation provided $500,000 in financial support for
the creation and promotion of a major study with kids about how
they engage in play, a compelling summary of existing research
about play’s benefits, and accompanying digital content.
Whether building the skills children need to succeed in the 21st
century or simply giving children joy, play is an essential part of
childhood. But in recent decades, play as we know it has been
slowly disappearing. The overall goal of the partnership is to
foster a groundswell of support around the cause of play, and
ultimately, a world where all children have the time and engaging
opportunities to play actively, every day.
“We know that play can transform children – from sedentary to
physically active, bored to mentally active, and solitary to
socially active. But play is increasingly becoming a thing of the
past,” says Darell Hammond, Founder and CEO of KaBOOM!. “A balance
of active play that strengthens bodies, stimulates minds and
fosters friendships, is critical for the future of our children and
society as a whole.”
“Mattel believes play is fundamental to learning and development
at all ages. We believe all children have a right to the time,
place, tools and an advocate for play in their lives,” says Deidre
Lind, Executive Director, Mattel Children's Foundation and
Philanthropy Programs for Mattel, Inc. “We are thrilled to
collaborate with KaBOOM! to better understand play behavior and
spread the word about the power of play.”
The first two pieces produced from the partnership include a
two-minute video titled, “I Believe in Play” and a synthesis of
play-related research titled, “Play Matters: Giving Kids the
Childhood They Deserve,” both available at kaboom.org/act. They
were unveiled at the 2013 Playful City USA Leaders’ Summit, held
September 23-24 in Baltimore, Md. Over the next weeks and months,
these products and those still to be produced, will be shared with
parents, educators, play advocates and other stakeholders through a
multi-channel communications and marketing campaign.
“When we make sure that our children’s lives are filled with
play, we all benefit: our communities will be healthier and happier
today, and our society will be stronger and more resilient
tomorrow. That’s why a partnership like the one with Mattel is
critical to help raise awareness, and ultimately, bring about the
kind of change we need to see at all levels of society to help our
children and communities thrive,” continued Hammond.
About KaBOOM!
KaBOOM! is the national non-profit dedicated to giving kids the
childhood they deserve by bringing play to those who need it most.
Children today spend less time playing outdoors than any previous
generation, a fact that is having disastrous consequences on their
health, achievement levels, and overall well-being. Social
entrepreneur Darell Hammond founded non-profit KaBOOM! in 1996 in
Washington, D.C. with a vision of creating a great place to play
within walking distance of every child in America because children
need to play actively every day at home, in school and in their
communities. Since then, KaBOOM! has mapped over 95,000 places to
play, built more than 2,300 playgrounds, and successfully advocated
for play policies in hundreds of cities across the country. For
more information, visit www.kaboom.org.
About Mattel Children’s
Foundation
The Mattel Children's Foundation was established in 1978 with a
vision of making a meaningful difference in the lives of children
in need around the world. Today, the Foundation continues its focus
with a commitment to the importance of play and supports programs
that address barriers of play that children face: time to play,
place to play, tools to play with, and advocates for play in a
child’s life. The Foundation operates strategic grantmaking
through support of domestic and international programs, as well as
international scholarships to children of employees, matching gifts
and volunteer grants for Mattel employees. During its history, the
Foundation has partnered with thousands of organizations and has
impacted the lives of millions of children around the world. The
Mattel Children's Foundation is incorporated as a separate
charitable organization and is funded exclusively by cash donations
from Mattel, Inc. as a part of its commitment to dedicate 2% of its
pretax profit to philanthropic efforts.
About Mattel Inc.
Mattel, Inc. (Nasdaq: MAT) is the worldwide leader in the
design, manufacture and marketing of toys and family products. The
Mattel family is comprised of such best-selling brands as Barbie®,
the most popular fashion doll ever produced, Hot Wheels®, Monster
High®, American Girl®, Thomas & Friends® and Fisher-Price®
brands, including Little People® and Power Wheels®, as well as a
wide array of entertainment-inspired toy lines. In 2013, Mattel was
named as one of FORTUNE Magazine's "100 Best Companies to Work For"
for the sixth year in a row and as one of the "World's Most Ethical
Companies" by Ethisphere Magazine. Mattel also is ranked No. 2 on
Corporate Responsibility Magazine's "100 Best Corporate Citizens"
list. With worldwide headquarters in El Segundo, Calif., Mattel
employs nearly 40,000 people in 40 countries and territories and
sells products in more than 150 nations. At Mattel, we are Creating
the Future of Play. Visit us at www.mattel.com,
www.facebook.com/mattel or www.twitter.com/mattel.
MAT-SI
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KaBOOM!Stephanie Bowen202-464-6186sbowen@kaboom.orgorMattelAlan
Hilowitz+1-310-252-6397press@mattel.com
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