Mattel play is the way

Mattel Play is the Way

The world is buzzing about Mattel's big screen Barbie debut on July 21st. Simultaneously, Mattel Creations (their kidult / collector / superfan category) unveils 12 Days of Fandom at nerd ground zero, aka San Diego Comic-Con.

Amidst the bright pink spotlight and high design heat drops, there's another major move happening from within the storied toy company: uniting all their brands around the power of play.

Launching now after months in the making, Nemo Design partnered with Mattel on their first global brand campaign in 70 years. The campaign, called Play Is The Way, pays homage to all the skills we develop when we play...things like creativity, empathy, problem-solving, and collaboration. Weaving a narrative of affirmation and optimism, Play Is The Way highlights a range of kids exploring the wonder of childhood.

For Mattel, the campaign rallies all their iconic brands (from Hot Wheels to Little People, American Girl to Barbie, Uno to Monster High, and more...) around a cohesive and authentic message. The modular content approach also provides a wealth of stories Mattel can emphasize through this lens, such as sustainability, diversity and purpose.

Check it out here.