CAMPAIGN OF THE MONTH: Mattel, Fisher-Price

Mattel has launched a major Fisher-Price marketing push focusing on the developmental milestones.
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Demonstrating the company’s full breadth of product, from birth right up to pre-school and beyond, as well as expertise in development through play, the campaign takes in sponsorship, print partnerships, in-store and PR.

Central to the programme, Fisher-Price has developed a series of Milestones icons, representing key developmental stages that will feature throughout the campaign and help parents choose the product that will suit their own little one’s stage.


The recently announced headline sponsorship of The Baby Show, provided an opportunity for the company to launch the Milestones communications to over 20,000 new and expectant parents at the recent NEC show, with POS featuring on the stand as well as guides distributed at the event. Celebrity mum, Katy Hill, also showcased key product relating to Milestones on the show stage. The sponsorship will continue throughout this year’s events including October’s Earl’s Court Baby Show.

Print and Online

The company has forged links with all major parenting print, online and resources to highlight awareness of the campaign.
A six-month programme launched recently with leading parenting title, Prima Baby, which follows the progress of four real mums and their little ones who are at a range of stages in their development. Each is reviewing product for feature both in the magazine, which reaches over 50,000 expectant and new mums and online at where a milestones microsite has been created for launch this month.
Fisher-Price has also worked with Mother & Baby magazine to create Baby’s First Year Calendar, packed with editorial tips and product recommendations for ages and stages. This will be distributed throughout the year at events and through third party partnerships.
In addition, the company has given its print advertising a fresh new look, communicating the Milestones icons clearly. Advertising will feature throughout key parenting and womens’ consumer titles. The company will also carry out activity with mums’ favourite resources Bounty and Emma’s Diary.
Online Milestones advertising throughout top tier parenting sites will drive awareness and traffic to for full details of key product for all the ages and stages.


Point of Purchase materials have been developed showcasing the milestones icons, providing mum with clear direction to the ideal product for her baby’s stage. Milestones leaflets featuring product recommendations across the full age range of the company’s portfolio will also be available in-store.



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