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Mattel – All Play is Good Play

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  • Advertising — Integrated Campaign

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Mattel wants to send the message that dictating children’s toys based on gender can limit their imagination and creativity.

Print

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In-Store

Microsite

As part of their “All Play is Good Play” initiative, Mattel will neutralize packaging designs for applicable brands.

Mattel will partner with prominent young ‘unboxing’ YouTubers to feature toys generally targeted toward the opposite gender, subtly enforcing the normalcy of children enjoying ALL toys.