Fathers are playing a more important role in their children's life than ever before, according to the firm's research.

Mattel champions changing roles of dads in Hot Wheels campaign

Dads are now playing a more important role in their children’s life than ever before, according to the latest findings from Mattel.

In a new study from the toy firm, it has been discovered that fathers want to make a more positive impact on their children’s lives and spend more time with them than ever before.

To celebrate, Hot Wheels is launching a new campaign to remind dads of their own childhood and the value of playing with their children.

The campaign dedicated to ‘Dads who never need to grow up’ includes a video that delves into kids’ perceptions of fathers.

“We know that while dads and mums roles are converging, gaps still remain, but it is interesting in the research that a high percentage of modern day dads aspire to increased involvement in the household,” said Michael Shore Ph.D, vice president of head of global consumer insights at Mattel.

“Unique to other brands, Hot Wheels has the ability to, not only remind dads of their own childhood, but also their connection with their children which is very powerful.”

The campaign kicks-off with a dedicted video, celebrating dads ahead of Father’s Day. Check out Mattel’s video campaign below:


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