Mattel has teamed with global online travel agency eDreams to launch a new summer campaign to drive sales of key brands including Barbie, Hot Wheels and Thomas & Friends.
Designed to spark conversation with families during the summer holiday season, the partnership runs from June to August and includes a competition which offers two winners the chance to win a holiday worth up £5,000.
"This promotion is a great way to gain increased exposure for both our brands to this important family audience," said Pablo de Porcioles, director of business development for eDreams.
"Strategic partnerships like this allow us to increase our customer engagement and directly impacts on our brand values and retention for future purchases.”
An extensive digital marketing campaign will support the campaign to engage consumers and will be executed through engaging point of purchase displays in several key retailers.