Mattel comes up with Christmas campaign for Hispanics

The toymaker Mattel, Inc., is greeting the holiday season with a multi-brand campaign that launched in early November, dedicated exclusively to Hispanics and entitled ‘toy feliz.Lisa McKnight, senior VP of North America marketing at Mattel, said that “as the top toy manufacturer, we have a history of engaging with the Hispanic demographic globally” and noted that based on the consumer’s point of view, the company developed an immersive campaign whose purpose is to connect even more deeply with Hispanic millennial moms.The multiplatform campaign, aired on television and radio by Univision, has retail giant Walmart as its partner in around 200 of the big-box stores, and also has a ‘toy feliz website. At the same time the company has associated with the non-profit PADRES Contra el Cancer, to which Mattel will make toy donations to PADRES families whose kids are being treated for cancer at local hospitals in Miami and Los Angeles.”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” said PADRES CEO Elvia Barboa, adding that the organization is grateful for having the association with Mattel during this Christmas season.