Mattel's October 2013 marketing strategy focuses on creating an emotional connection between parents and children through gift-giving. Key elements include: 1) Developing an "Angry Birds for Halloween" mobile game and limited edition plush toys to promote through various channels. 2) Implementing in-store promotions at Toys "R" Us, including banners, displays in aisles, and a buy one get one half off sale. 3) Executing a multimedia advertising campaign utilizing billboards, bus stops, buildings, online/social media placements, print media, and TV spots to drive awareness of the Angry Birds game and Halloween gift-giving.

1. Marketing Strategy for October 2013
Jeff Billon
Nicole Fernandez
Sara Kato
Julie Marquez
Marko Milosevic
Amanda Record
Bryan Ruiz

2. Table of Contents
Advertising Marketing Objective.…………………………………………………………….1
Key Strategic Decisions…………………………………………………………………….........2
Target Audience………………………………………………………………………………………3
In-Store Promotions……………………………………………………………………….……....4
Out Of Home (OOH)………………………………………………………………..…………......5
In Video…………………………………………………………………………………………..………7
Mattel In Social Media……………………………………………………………………..........9
App Central……………………………………………………………………………………………..10
Promotion Schedule………………………………………………………………………………..12

3. Advertising Marketing Objective:
• Our marketing objective
(through advertising) is to
create an emotional brand
connection with parents per
the idea of giving gifts to
their children.
• Done by creating images
and other advertisements
showing children overjoyed
with their gifts.
• Focusing on that emotional
connection mothers feel
when buying toys for their
children.
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4. Key Strategic Decisions
•
We will be going for a socially-driven marketing approach. Upon investigation, we have concluded
that Mattel is lagging behind in technology and social media, particularly with interactive and
rewarding applications. By utilizing apps and games that are easily accessible through online
“stores” on Android and iOS devices, many of our consumers around the world can participate in
our promotions. Our marketing will incorporate the use of an “Angry Birds for Halloween” game
based off the incredibly popular “Angry Birds” series of mobile games. As Mattel already has a
strong business relationship with the producers of Angry Birds, it would not be of much difficulty
for them to make a game themed for the Halloween Holiday for us. A “limited production” of
“Angry Bats” plush-toys to will be produced to promote the game, and the Halloween promotion
of toy-giving.
•
Another strategic decision we have decided to go with, is the use of “QR-codes” on products
found in-store. These codes can be scanned with the use of our “My Mattel” application (see pg.
13) which is in development.
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5. Target Audience
• Our target audience is mothers ages 25-45, as well as
grandparents and fathers.
• We are primarily targeting mothers of the
aforementioned age-range. These mothers are our
primary target because they are most involved in the
purchasing-decision process when it comes to consumer
products like toys; they typically also have children in
the age-range of 3-15 years of age.
• Grandparents and fathers are our secondary target
audience because they too contribute to toy-buying, but
not nearly as much as mothers do, especially during the
non-holiday seasons.
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6. In-Store Promotions
•
•
•
For this campaign Mattel will be partnering up with
Toys “R” Us for in-store promotions (and sales for the
supporting plush toys). Angry Birds Halloween (as a
campaign) would be active for the month of October
2013. Ending the day of the highlighted event
(Halloween).
Over the aisles at the entrance of Toys “R” Us stores
would be a banner with our slogan, “Don’t let the
ghouls take your toys!” with cartoonish ghouls
strategically placed on the banner. Furthermore, all
aisles with Mattel products will have a cardboard
haunted house at either end of that aisle with an
entryway into the aisle and a ghoul in the visuals.
Lastly, a Mattel toys sales promotion will be in place for
a buy one get one half off (of equal or lesser value) for
the duration of the promotion. The promotion will
take place in all of Toys “R” Us’ 1500 stores worldwide.
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7. Out of home (OOH)
In order to create awareness among the fans
about the Mattel Toys Halloween Campaign,
we will utilize billboards, bus stops
andwallscapesto advertise “Don’t let the
ghouls steal your toys!”
Our billboards will advertise the new release
of our game “Angry Birds for Halloween”,
capturing the attention of drivers as they
headed down the highways of America. At
multiple bus stops, we will have children
friendly ghouls attempting to “take the toys.”
We will utilize buildings by creatively
transforming them into a hot wheels track
with a ghoul chasing after a hot wheels toy.
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8. Billboard OOH Visuals

9. Wallscapes in ‘A’ Target Markets
Some of the largest dollar amount
purchases in the promotion plan will
come from Out of Home purchase in
“A” market exposure locations, like this
wallscape in NYC’s Times Square.
These costly purchases will be
essential for generating the buzz factor
and are a way for Mattel to have a
little ‘fun’ with the campaign.
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10. In Video
“Angry Birds Halloween” Video Game
Our marketing will incorporate the use of an
“Angry Birds Halloween” game based off the
incredibly popular “Angry Birds” series of
mobile games. As Mattel already has a strong
business relationship with the producers of
Angry Birds, it would not be of much difficulty
for them to make a game themed for the
Halloween Holiday for us.
We will utilize a “limited production” of
“Angry Bats” plush-toys to promote the game,
and the Halloween promotion of toy-giving.
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11. Video Game Screenshots
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12. Mattel in Social Media
Traditionally Mattel has taken a conservative approach to it’s Social Media
efforts. The Social Media presence that they do have exists at the brand
level and each brand operates separate from other brands within the
Mattel family of brands (Fisher Price, Barbie, Hot Wheels, etc.).
At the brand-level Mattel has primarily used Facebook, Twitter and
YouTube to promote their campaigns in the past. This campaign will also
utilize newer SMM platforms such as Instagram and Foursquare.
Approximately 30% of online advertising will be spent on placements
where campaign videos will be shown on pages (mommy blogs, Mattel
website, etc.) with similar content. We believe video is one of the
strongest ways to establish emotional connections with viewers and lead
to higher product recall. Some of these videos will be interactive, letting
the viewers choose what happens to the Ghouls.
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13. App Central
MyMattel:
MyMattel is a concept application for android and
iOS systems that combines a customer loyalty
program with product reviews. People can scan the
product-specific QR code for their toy and game
purchases, earning points for each purchase. A
secondary QR code (on the outside of the package)
can be used to direct you to the product ratings on
Mattel’s website.
MyMattel is way to connect with loyal customers
and give them a brand loyalty rewards program that
they’ll always carry with them. Points will be
accumulated and later used to purchase coupons
and promotional codes to buy more Mattel
products. Additionally, MyMattel will record
achievements made in “Angry Birds for Halloween”
and “Angry Birds” allowing for additional points
and/or coupons redeemable in the My Mattel
Rewards section of the application.
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14. Promotion Schedule
Event
Timing
(priorto
launch)
Details
Promo Focus
Social Media Accts.
Created + PR (for trade
show)
6 mths.
Social Media accounts will already be in place to capture on the
exposure from Gaming Trade Show.
Angry Birds app, video
game
Print Media
(Purchased)
5 mths.
Ad placements purchased in ‘mom’ targeted magazines like
Parenting Magazine, etc.
Angry Birds app, video
game
Trade Show
Announcement/Present
ation
4mths.
The first company announcement/demo of how the new app will work
will be at gaming industry tradeshow.
Angry Birds app, video
game
Select gaming experts given advance app access for reviewing
purposes.
Out of Home
2 mths. +
LOC (length
of
campaign)
3-D Designed Billboards, Bus stop transformations and full scaling on
select buildings in “A” Market locations.
Angry Birds app
Online Media Plan
(Purchased)
2 mths.
Most purchased exposure will be directing fans to social media
accounts
Angry Birds app, video
game
TV Spots (Commercials)
1 mth. +
LOC
Video game, app, retail
driver (includes Toys R’
Us mention) & MyMattel
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