Mattel wants kids to be "Toy Feliz" this holiday season

10/31/2013 | New York Times (tiered subscription model), The

Mattel is touting the joy of toys as a universal language in a Spanish-language spot for Fisher-Price, Barbie and Hot Wheels products. The "Toy Feliz" campaign -- a play on the Spanish "Estoy feliz," meaning "I'm happy" -- is Mattel's first Spanish-language ad that isn't a translation of an English spot. Mattel found that if it spoke "more authentically to Latina moms, we could really elevate the business and drive growth," said Lisa McKnight, Mattel's senior vice president of marketing in North America.

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