Fisher-Price Launches Integrated Campaign Targeting Latino Parents.

Fisher-Price, Inc., a subsidiary of Mattel, Inc. announced an integrated marketing program to reach out to Latino parents of preschoolers. The campaign, which is being executed by Market Vision of San Antonio, launched October 15 with TV and radio that leverages the Company’s successful “Play. Laugh. Grow.” campaign created by Y & R Advertising New York. The campaign also includes various strategic print partnerships.

“This is a significant start to what we believe will be a long-term dialogue with this important, growing segment of young families,” emphasized Chuck Scothon, Senior Vice President of Marketing and Brand Development at Fisher-Price. “Our research tells us that while Latino families quickly acclimate to life in the U.S., they have a strong desire to retain their language and preserve their heritage, not only for themselves but also for their children. As a result, our marketing strategies need to be attuned to connecting with their culture and society. Our goal is to be the leading brand choice for Latino families, and this is just the beginning.”

The campaign will focus on parents of infants, toddlers, and preschoolers in three key markets this year: Houston, Los Angeles and Chicago.

“Our recommendation to Fisher-Price was to focus on these three top markets and make a deep connection with Hispanic families. Through traditional and non-traditional marketing vehicles, we can reach the Latina mom in her home, her neighborhood and even in her pediatrician’s office,” said Bonnie Garcia, President of Market Vision. “The Latina mom is young. Her child is at the center of her universe and she’s very much involved in her family and in her community. As a brand of toys and juvenile products, Fisher-Price is uniquely positioned to offer her everything she needs to give her family the best possible start in life.”

TV, Radio, Out-of-Home Advertising

Two television advertisements and one radio spot will each be broadcast in Houston, Los Angeles and Chicago, featuring the Company’s Peek-A-Blocks(TM) toys and Little People(R) playsets. Each ad strikes an emotional chord with mothers by depicting the developmental benefits of Fisher-Price toys, while underscoring the close bond Latina mothers have with their children. The Company’s tagline has been translated into Spanish and the same music used in general market advertising has been re-arranged with a Latin flair by award-winning composer Gustavo Farias. Both TV and radio will air from mid October through late November. The brand will gain additional exposure to over one million parents through targeted doctors’ and pediatricians’ offices via Accent Health in Espanol, an Hispanic TV network produced by CNN. The network will air the Hispanic TV campaign several times per day, from December through January 2005.

For the first time in its history, Fisher-Price will buy neighborhood billboard space with captivating, lifestyle imagery of moms and little ones playing together, with the headline message: “Juega con Ellos. Rie con Ellos. Crece con ellos.” — or “Play with Them. Laugh with Them. Grow with Them.” Commenting on this complement to Fisher-Price’s “Play. Laugh. Grow.” tagline, Ms. Garcia stated, “We felt the message ‘con Ellos’ was essential – both by implication through the photography, and through the copy – because the Latina mom seeks close involvement in every aspect of her child’s life.”

Grassroots Festival

The Hispanic campaign also includes a grassroots, festival program that launched this summer in Chicago and will close out the year in Los Angeles this December. A 60 x 60 play area features five different play stations for children from 6 months to 6 years. Enclosed by larger-than-life photography of Latino children and moms playing with Fisher-Price toys, the space also features a special photo area, co-sponsored by Polaroid.

Custom Print Publication and Internet

Through a partnership with Meredith Corporation’s American Baby Group, Fisher-Price is the sole sponsor of a new Spanish-language publication “Jugando a Crecer” (or “Playing to Grow”), which is being distributed this fall to over 1 million parents of newborns and infants through OB/GYN offices and hospital birthing units with high Hispanic birth rates. Fisher-Price also distributes the publication at Hispanic festivals where the Company sponsors its popular play area. The free, custom publication speaks to the importance of play in the early years of life, and offers tips on how to foster baby’s developing cognitive and motor skills through play. It also provides helpful information about the stages of early childhood development, selecting toys and much more.

Finally, a comprehensive web campaign launched in October through a partnership with the nation’s two largest Hispanic media outlets: Telemundo and Univision. TodoBebe.com from Telemundo and TuBebe.com from Univision will carry banner ads, play tips and a sweepstakes to win free toys, in order to drive consumers to the Spanish language version of www.Fisher-Price.com (consumers can simply click on the Espanol button on the site). There, consumers will be able to download a free copy of “Jugando a Crecer,” share parenting advice within a “Madre a Madre (Mom to Mom)” section, and find the destinations in which the spectacular Fisher-Price Play Area will be located during Latin festivals across the United States. In addition, parents will find tips about playing with their children at different ages, and have the opportunity to learn about toys that can enhance their child’s development.