Mattel Launches First Multi-Brand Hispanic Integrated Campaign Timed to the Holiday Season
04 Novembro 2013 - 9:05AM
Business Wire
Mattel to Benefit Children with Cancer and
their Families this Holiday Season
Mattel, Inc. is gearing up for the holidays with the
launch of its first Spanish-language multi-brand marketing
campaign. Launched on November 1st in Los Angeles, Houston
and Miami, ‘toy feliz is a 100% Hispanic-oriented effort,
which spans brands and multi-media marketing platforms.
The marketing campaign includes TV and radio advertising on
Univision, a retail partnership with Walmart stores in
approximately 200 stores, a bilingual website, geo-targeted coupons
and printed advertising inserts in the participating markets.
Additionally, the initiative spans multiple Mattel brands from
Fisher-Price® to Hot Wheels® to Barbie® – reaching kids of all
ages.
“As the top toy manufacturer, we have a history of engaging with
the Hispanic demographic globally,” said Lisa McKnight, Senior Vice
President of North America Marketing, Mattel. “However, based on
consumer insights, we developed an immersive campaign with ‘toy
feliz to authentically engage with Hispanic millennial moms to make
their holiday shopping experience easier and more enjoyable.”
As part of this campaign, Mattel has partnered with PADRES
Contra El Cáncer (PADRES), a non-profit organization that provides
much needed emotional and financial support, as well as bilingual
health education to children with cancer and their families.
With ‘toy feliz, Mattel is sponsoring PADRES Contra El
Cáncer’s Annual Holiday Parties, which provide families who have a
child undergoing treatment with an opportunity to enjoy the
holidays in a fun-filled and safe environment. As part of the
partnership Mattel will also be making toy donations to PADRES
families at local hospitals in Miami and Los Angeles.
“We are very grateful for Mattel’s partnership with PADRES this
holiday season,” said Elvia Barboa, CEO of PADRES. “Thanks to
corporate partners like Mattel, we can continue with our mission of
improving the quality of life for Latino children with cancer and
their families.”
With ‘toy feliz, Mattel Offers the Hottest Toys for the
Holidays
Mattel is offering some of the hottest toys that children will
love this holiday season. From Fisher-Price® toys, to exciting Hot
Wheels® tracks, whimsical Sofia the First play sets, and trendy
Monster High® dolls, Mattel offers a wide variety of must-have toys
for children of all ages.
For more information about ‘toy feliz, please visit
www.toyfeliz.com.
About Mattel
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.
About PADRES Contra el
Cáncer
PADRES Contra El Cáncer (PADRES) is a non-profit organization
committed to improving the quality of life for Latino children with
cancer and their families. PADRES programs, activities and
services, while primarily oriented to the Latino community, serve
childhood cancer patients from ALL races and ethnic origins. No
family is turned away. Celebrating 28 of years of service, PADRES
brings together children, families, healthcare professionals and
community leaders to promote a comprehensive understanding of
childhood cancer and other blood disorders as well as effective
methods for treatment. Please join our National Spokespersons Eva
Longoria and Beto Cuevas in the fight against childhood cancer. To
learn more about PADRES, visit www.IAmHOPE.org.
Twitter: @IAmHOPEFacebook: www.Facebook.com/IAmHOPE.org
MATTEL, FISHER-PRICE, BARBIE, MONSTER HIGH, HOT WHEELS and
associated trademarks and trade dress are owned by Mattel. ©2013
Mattel. All Rights Reserved.
©Disney™ All Rights Reserved
MAT-CORP
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The Axis AgencyTania Llavaneras, (323)
354-6619tllavaneras@theaxisagency.com
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