California Becomes First West Coast State to Proclaim June 11 as “International Day of Play”; Mattel Recognized for Its Leadership by California State Legislature

Rhea-AI Summary

California has declared June 11, 2024, as International Day of Play (IDOP), recognizing Mattel for its commitment to enriching children’s lives through play. This initiative is part of a global movement endorsed by the United Nations, asserting play as a fundamental right for every child. Mattel, honored as an ambassador, introduced its IDOP play kits to legislators, which will be donated to Save the Children. The company will also host a series of events, including co-branded promotions at Target and toy donations amounting to 100,000 items. Over 150,000 toys will be distributed to more than 7,000 children on June 11. Additionally, Mattel will engage its employees in the Play It Forward Global Volunteer Week later in June.

Positive

• California's declaration of IDOP highlights Mattel's leadership in promoting child play.
• Recognition by the California State Legislature can bolster Mattel’s brand image.
• Introduction of IDOP play kits and significant donations to Save the Children improve Mattel's community engagement.
• Co-branded promotions at Target enhance retail visibility and potentially increase sales.
• Global volunteering initiatives foster a positive corporate culture and community support.

Negative

• No direct financial gains mentioned from the IDOP initiative.
• Potential costs related to the manufacturing and distribution of 100,000 donated toys and books.
• Future commitments to similar initiatives may increase operational expenses without immediate revenue benefits.

Link to images here

EL SEGUNDO, Calif.--(BUSINESS WIRE)-- The California State Legislature has recognized Mattel for its dedication to creating play experiences that bring joy and enrichment to children’s lives as part of proclaiming today, June 11, 2024, as International Day of Play in California.

This inaugural International Day of Play (IDOP) is a global movement adopted by the United Nations certifying that play is a fundamental right for every child. The resolution passed, marking California as the first west coast state to do so, and encourages communities and stakeholders across the state on June 11, and throughout the month, to further raise awareness of the importance of play and promote and celebrate playfulness, creativity, and fun.

Steve Totzke, President and Chief Commercial Officer of Mattel, said: “Mattel is honored to serve as ambassadors in championing International Day of Play in California. Our purpose is to empower generations to explore the wonder of childhood and reach their full potential and we are proud to support this inaugural moment to help provide children with the opportunity to embrace their fundamental right to play and thrive.”

After the resolution's presentation, Mattel unveiled its IDOP play kits to legislators, which will later be donated to Save the Children.

“As a parent I know, first-hand, that play is an essential part of a developing child’s life. Play provides an engaging way to nurture creativity and imagination, build social skills, and support a child’s emotional and psychological well-being,” said Senator Ben Allen, Vice Chair, Joint Committee on the Arts. “I am honored to join Mattel, a California company, and the United Nations in recognizing the importance of play and proclaim June 11 as International Day of Play in California.”

Continuing the IDOP celebration, Mattel will also host a series of activations worldwide. Here in the U.S.:

• Mattel will support IDOP with a lineup of co-branded promotions available at Target through June 15.
• The Mattel Children’s Foundation will donate 100,000 toys and books to Save the Children programs throughout rural America.
• Mattel will host play kit builds at company locations from coast-to-coast, including Mattel HQ in El Segundo, California; Mattel Distribution Centers in San Bernardino, Dallas/Fort Worth, DeForest, WI, and Jonestown, PA; and at Fisher-Price in East Aurora, New York. Over 150,000 toys will be donated to more than 7,000 children on June 11.

In addition to IDOP, Mattel will also host its annual Play It Forward Global Volunteer Week later in June. During the week, employees in over 30 global offices will volunteer time to support local nonprofits that serve children and their families. For more information regarding Mattel’s philanthropic efforts, including the annual Play It Forward Global Volunteer week, please visit corporate.mattel.com/philanthropy.

About Mattel

Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240611250233/en/

Niki Kazakos

Niki.Kazakos@mattel.com

Kensie Sanchez

Kensie.Sanchez@mattel.com

Source: Mattel

FAQ

What is the significance of June 11, 2024, for Mattel (MAT)?

June 11, 2024, has been declared International Day of Play in California, recognizing Mattel's contributions to children's play.

How is Mattel (MAT) involved in the International Day of Play?

Mattel is recognized for its leadership and will donate play kits and toys to children and promote play through various events.

What kind of activities will Mattel (MAT) host for the International Day of Play?

Mattel will organize co-branded promotions at Target, donate toys, and engage employees in volunteer activities.

How many toys will Mattel (MAT) donate for the International Day of Play?

Mattel will donate over 150,000 toys to more than 7,000 children on June 11.

What is the impact of the International Day of Play on Mattel's (MAT) business?

The recognition enhances Mattel's brand image, though it also entails costs associated with donations and events.