Mattel is home to a vast assortment of iconic brands like Hot Wheels, the #1 selling toy in the world. In 2023, Barbie the doll became Barbie the blockbuster, generating a massive wave of pop culture and a billion dollars the first month in theaters. Despite the success of its powerhouse properties, the Mattel masterbrand has been quiet for decades and its purpose unclear to a broad audience.
We created an anthem that naturally weaves together Mattel's hero brands, showcasing the deeper role each plays in helping kids explore the wonder of childhood. A diverse range of kids, friends, parents and grandparents are featured throughout the journey.
Insight: Play is essential.
Mattel's products and experiences are designed to deliver an intrinsic value that inspires, entertains and helps children develop lifelong benefits. By emphasizing the importance of play, we reaffirmed Mattel as an expert and trusted partner to parents.
The Play Is The Way guidelines include the campaign identity system and assets to support each brand and region, creating a unified, powerful message that puts Mattel at the heart of play.