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Mattel: Earth Day 2022


It’s no secret that kids love to play, but whether it’s dolls, action figures, building blocks, puzzles or arts and crafts, playing isn’t just fun and games, it has purpose. This ‘Purposeful Play’ develops their minds, helps them build skills, and if tailored correctly, enables kids to learn new knowledge in areas they weren’t familiar with. This is exactly what leading toy brand Mattel asked us to help them with for Earth Day 2022; a way to create positive social impact through purposeful play, educating kids on the issues our ecosystems are facing…

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Content Creation

Noticing a lack of accessible articles and activities that could educate kids on natural ecosystems and build empathy for the natural world, we set our (Hot) Wheels in motion to think up a strategy. Using our successful content structure, Inform, Inspire, Empower, we produced a set of resources that would prompt important conversations in the weeks leading up to Earth Day. This included the creation of 12 fascinating fact sheets specifically for kids; researching, verifying and presenting information about different environments and planet heroes

In adapting the language for a younger audience and using a balance between positivity and honesty, we were able to communicate challenging topics associated with protecting ecosystems in a digestible and engaging way. To avoid feelings of hopelessness around climate change, we looked to equip both kids and adults with an optimistic sense that positive change is possible by introducing purposeful play. This included activities from DIY crafts to Eco tips, as well as a checklist of ideas on how to get involved, encouraging kids to take action themselves.

Brand Impact

Mattel were looking to use their force for good to empower the next generation to #lovetheplanet. They wanted to create positive social impact through purposeful play and contribute to a more diverse, equitable, inclusive, and sustainable future, which these resources aimed to do. We also created valuable resources with carefully considered messaging to help parents talk to kids about climate change, giving the whole family a role to play in protecting the planet beyond Earth Day.

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STRATEGY: Creative.
INSIGHTS: Content research & verification.
CONTENT: Creation.


GOAL 4: Quality Education
GOAL 14: Life Below Water
GOAL 15: Life On Land

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