Mattel, Inc.

2021 is expected to be the year of hyper-relevant messages as part of the eternal battle to gain consumer’s attention. Building and managing the atomic elements of the creative copy will allow to capture dynamic audiences in the physical space and deliver fast activations contextual to real-life events such as weather forecast.

When COVID-19 hit, Mattel had to completely scrap most of its marketing plans. Rather than trying to sell a product, it pivoted to provide entertainment, teachable moments and comfort for kids.