Mercedes-Benz and Mattel partner to challenge gender stereotypes

Published on: 23rd May 2019

Die-cast Matchbox replica of the Mercedes-Benz 220SE will commemorate Ewy Rosqvist’s historic Argentinian Grand Prix performance.

A scene from the No Limits ad campaign.

Mercedes-Benz USA and Mattel have teamed up to show children – particularly girls – that they can aspire to be and do anything they desire.

Thousands of girls across the US will be gifted a die-cast Matchbox replica of the Mercedes-Benz 220SE, commemorating Ewy Rosqvist’s historic Argentinian Grand Prix performance. It was in this car that she shattered world records and the notion that women could not compete.

The Swedish racing champion made history in 1962 for being the first woman to enter and win the Argentinian Grand Prix. Ewy was ridiculed for entering the race and told she wouldn’t be able to complete the course. Not only did she finish, she went on to be the first person to win every stage of the race, set a speed record and beat the previous champion by over three hours.

In a short film “No Limits,” MBUSA has captured young girls reacting to an assortment of toys. When handed a toy car, the girls dismiss it as being “for boys.” But after seeing the short film about Ewy Rosqvist, each of the girls has a visible attitude shift.

“Through Ewy’s story, we saw an opportunity to inspire young girls to ‘play outside the box’ and imagine all the different opportunities open to them without the restrictions of traditional stereotypes,” explained Mark Aikman, general manager of marketing services for MBUSA. “We realized that these pioneering women from our past could serve as valuable role models for young girls today and have a positive impact on how they see their future. This led us to collaborate with Matchbox to create a tangible reminder for girls that there are no restrictions on their tomorrow.”

The cars will be gifted by MBUSA and Mattel/Matchbox (as part of the Dream Gap Foundation) through a non-profit partner and sold in stores across the US in 2020. Proceeds from these sales will be used to make and distribute additional cars. In addition, a teaching toolkit will be available.


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