Mattel Launches First Multi-Brand Hispanic Integrated Campaign

logo_Mattel logoIn preparation for the holidays, Mattel Inc. has launched its first ever Spanish-language multi-brand marketing campaign, toy feliz. Already live in Los Angeles, Houston, and Miami, this Hispanic-oriented effort spans multi-media marketing platforms and key brands, including Fisher-Price, Hot Wheels, and Barbie.

The campaign includes TV and radio advertising on Univision, a retail partnership with Walmart, a bilingual website, geo-targeted coupons, and printed advertising inserts in participating markets. Mattel has even partnered with Padres Contra El Cáncer to help in the non-profit’s mission to provide emotional and financial support, as well as bilingual health education, to children with cancer and their families. As part of the partnership, Mattel is sponsoring Padres’ annual holiday parties, which provide families who have a child undergoing treatment with the opportunity to enjoy the holidays in a fun-filled and safe environment. Mattel will also make donations to Padres families at local Los Angeles and Miami hospitals.

Miniclip and Univision Launch Joint Online Gaming Property

Online games website, Miniclip.com, and Univision Communications, Inc., have partnered to launch a co-branded online gaming property designed for the U.S. Hispanic audience. Launching in December, Univision Juegos by Miniclip will transport Miniclip’s library of more than 800 games to Univision.com’s online user base. As part of the agreement, Miniclip will create and power all content for Univision Juegos by Miniclip.