Mattel to Benefit Children with Cancer and their Families this
EL SEGUNDO, Calif.--(BUSINESS WIRE)--
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
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
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.
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,
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.
MATTEL, FISHER-PRICE, BARBIE, MONSTER HIGH, HOT WHEELS and associated
trademarks and trade dress are owned by Mattel. ©2013 Mattel. All Rights
©Disney™ All Rights Reserved
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The Axis Agency
Tania Llavaneras, (323) 354-6619
Source: Mattel, Inc.
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