Running over a couple of months, the Mattel campaign will increase awareness and drive footfall to over 300 independent toy retailers.

With lockdown now easing in key areas of the UK, Mattel is supporting the independent sector with an innovative digital marketing campaign that the company says will increase awareness of its strong brand portfolio, and help drive footfall into newly reopened local independent toy retailers. The dynamic campaign will launch on 4th May and run for a couple of months.

Activated through mobile display and Spotify, the innovative campaign will geo-target adults based on their live locations and proximity to their local toy store using a mix of dynamic audio and visual creatives. The campaign is forecast to generate over 10m impressions, supporting retailers at a critical time as consumers start to return to the high street following the latest national lockdowns.

Michael Hick, VP and country manager for Mattel UK, explained: “We’ll continue to support all our retailers as we have done since the start of the pandemic, but with the opening up of retail we wanted to support the independent sector in particular with an innovative digital campaign. This will talk to consumers in a very targeted way, helping drive awareness and footfall to local toy stores which have been heavily impacted by store closures during the pandemic. We know how important it is to encourage consumers back out to the high streets and precincts as footfall is still a long way off what it was pre-pandemic. This innovative marketing initiative will support our partners at this critical time”.

Stephen Hartfield from Kids Stuff in Uckfield added: “This is such a great innovative campaign. I have eight Kid Stuff stores, so to be able to target each individual store with a bespoke campaign is amazing. Helping to get people back onto the high street and feeling comfortable in store to see and feel the magic of a toy store again is really important to us, so having a campaign like this from Mattel is very welcome indeed.”