Mattel backs WeStopHate campaign - ToyNews

Mattel backs WeStopHate campaign

Popular Monster High dolls brand on board with three-month promotion.
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Toy giant Mattel has backed the teen-founded WeStopHate.org campaign with a host of Monster High activities.

As well as a monetary contribution, Mattel will spread the WeStopHate message to tens of millions of girls over three months.

Users were introduced to WeStopHate founder Emily-Anne Rigal on a Monster High microsite, with online activities to complete.

Next month, Monster High and WeStopHate displays will go up in over 1,500 Walmart stores across the US.

A special animated web video will go live in mid-July which will also spread the WeStopHate message, which is to inspire tween girls to embrace 'the unique qualities that make them perfectly imperfect'.

"Emily-Anne's messages of self-acceptance and esteem-building are vital for tweens today and perfectly align with our brand's mantra of celebrating your individual fun freaky flaws," said Lori Pantel, Monster High's VP of global brand marketing.

"Together with Walmart, we can introduce, empower and educate girls with this message as they prepare for a new school year."

Emily-Anne Rigal added: "I am so excited to be partnering with Monster High to inspire young girls with playful, positive messages that they can use to resurrect a positive self-reflection and celebrate that we are each perfectly-imperfect just the way we are."

Last year Mattel backed the Kind Campaign, a girl-founded movement and documentary dedicated to spreading messages of kindness.

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