Mattel to Benefit Children with Cancer and their Families this Holiday Season

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 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

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, or

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

Twitter: @IAmHOPE

MATTEL, FISHER-PRICE, BARBIE, MONSTER HIGH, HOT WHEELS and associated trademarks and trade dress are owned by Mattel. ©2013 Mattel. All Rights Reserved.

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Tania Llavaneras, (323) 354-6619

Source: Mattel, Inc.

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