It’s the toymaker’s first Spanish-language multi-brand marketing campaign. Launched 11/1 in Los Angeles, Houston and Miami, “toy feliz” (www.toyfeliz.com) is a 100% Hispanic-oriented effort, which includes TV and radio advertising on Univision; a retail partnership with Walmart in some 200 stores, a bilingual website, geo-targeted coupons and printed ad inserts. 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 says it 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 LA.