Mattel Toys turn malls into playground

Mattel Toys has gone in for some heavy duty mall activation for the launch of their latest product- Monster Trucks. The promo, targeted specifically at 5-12 year olds, was a part of 360 degree marketing campaign which also included TV, Cinema, Digital and Retail Branding.

High-end malls in 6 cities were adorned with Monster Truck cut-outs of models such as Dodge Charger, and Big Foot, to give a glimpse into the new look of the product. Engaging installations involving different forms of games, stores, award podiums, etc made the activation a highlight of every mall it was installed in.

Malls having Toys “R” Us and Hamleys stores became ideal venues to execute the on-ground activations. “They are partners with MT and conducting an event this big would require the support of our partners” said Rohan Sharma, Category Lead for Hot Wheels in an exclusive conversation with Media4Growth. “Moreover, it was also the geography of the mall that made them suitable,” he added.

The campaign ran for a month with another round of campaign set to launch soon in Chandigarh.

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