Articles Tagged ‘mattel’


Brands share in the love of Fan Expo

How Lego and Toys “R” Us are tapping into fans’ passion at the comic and pop culture convention.


Barbie gives girls their dream jobs

The toy’s “You Can Be Anything” platform comes to Canada to show girls they can be whatever they want when they grow up.

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Shopper Innovation Awards: Walmart and Mattel’s virtual toy store

A pop-up in Pearson Airport made for convenient holiday shopping.


AToMiC Awards: Old brands, new tricks

You can’t teach an old dog new tricks, but brands looking to reach a younger audience are proving this analogy doesn’t always apply.


Barbie packs some power

The brand’s new global campaign is all about showcasing how girls can be superheroes in their everyday lives.

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Fisher-Price waxes poetics

The brand wants parents to slow down and enjoy a few moments of play, with a touching new video.


MSLGroup hires an SVP

The firm taps Caroline Murphy to expand its lifestyle business and bring expertise to paid digital and social.


Fuelling a Playground

Ottawa-based Fuel is the latest agency to jump on the “incubator within an agency” train, launching a new division dedicated to playing with cool techy toys.


Christine Ross departs Spider Marketing

The agency’s co-founder is taking on an SVP role at Free For All Marketing amid the Toronto shop’s hiring spree.

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Mattel’s anytime game play

How does the toy maker plan to revitalize the steady-to-declining game category? With a ginormous teddy bear, a real life marching band and strangers playing Pictionary.


Barbie wants girls to be their own bosses

The Mattel brand is hoping to get more girls excited about being entrepreneurs later in life with a new Career line doll.

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Amazon: Where video streaming and merch collide

A deal between Mattel’s HIT Entertainment and the tech co could be the future of blended content and consumer products.

Hot Wheels Track Builder Challenge Exhibit

Mattel launches revamped global branding team

The maker of Hot Wheels and Barbie has announced a new streamlined marketing division to span the co’s global brands.


Mattel and WWE team up for branded content push

World Wrestling Entertainment characters get out of the ring in a new original stop-motion series and toy line.


TrojanOne hires Graham Lee

The former founding partner of Grip joins the Toronto agency as CCO.