In a recent interview with Roastbrief, Miguel Ángel Torreblanca, Marketing Director of Mattel LATAM, shared valuable insights into the toy industry in Latin America and how Mattel is evolving to establish more organic and intimate connections with its consumers.
Torreblanca emphasized the importance of the toy industry in providing unique and personalized experiences to meet consumer demands amidst evolving trends in Latin America. According to a study by The Toy Association, current toy sector trends focus on experiential play, purposeful gaming, and entertainment everywhere. This approach aims for a 360-degree entertainment experience by combining toys, content, and other products across multiple channels.
To delve deeper into the topic, Torreblanca explained that the focus on experiential play and entertainment everywhere aims to immerse consumers in an experience beyond physical play. This includes digital content, series, cinema, events, and a wide range of activities. From launching animated series on streaming platforms to collaborating with major film producers to bring toy stories to the big screen, Mattel is at the forefront of creating immersive experiences. Torreblanca highlighted exciting initiatives such as the Hot Wheels Let’s Race series on Netflix and the Hot Wheels Monster Trucks Live Glow Party event in CDMX, which offered unique glow-in-the-dark experiences.
During 2023, Mattel introduced a series of exciting launches and new products to the Latin American market. Notable products included the Signature line, featuring icons like Barbie María Feliz, Barbie Día de Muertos, and Barbie RBD, which garnered outstanding results. Additionally, Barbie Reveal offered fans a unique color reveal experience, adding a special touch to the gaming experience. Hot Wheels Skate took fun to new levels, providing a portable gaming option, while various UNO variants offered new ways to enjoy the classic game with family and friends.
Data from Circana revealed that Hot Wheels remains the top-selling brand in Mexico and Brazil, while Barbie Dreamhouse captured the hearts of children in Brazil, becoming the best-selling toy in the dolls category in 2023. Monster High also experienced significant sales growth in the doll category in Mexico, and the Fisher-Price Tumblin Giraffe proved to be a favorite product for babies and preschoolers in Brazil.
Torreblanca attributed the popularity of these toys to their ability to stimulate imagination, creativity, and the unlimited potential of children from an early age. These toys not only entertain but also educate and convey important values, positively impacting child development.
Regarding Mattel’s marketing strategy in an increasingly digitalized market, Torreblanca explained that the company focuses on omnichannel engagement, reaching consumers across multiple communication points. YouTube remains a leading platform for product searches, and Mattel maintains Barbie and Hot Wheels channels on this platform. Additionally, Mattel maintains a presence on broadcast and cable television channels and collaborates with content creators on social media targeting their adult audience.
Mattel’s strategy has diversified to offer richer and more engaging experiences. The company focuses on creating content that not only promotes its products but also educates, inspires, and entertains its Latin American audience. Furthermore, Mattel has expanded its reach by exploring new digital platforms and collaborating with video game developers to create interactive experiences based on its beloved brands.
The COVID-19 pandemic has had a significant impact on Mattel’s sales and marketing strategies in the region, according to Torreblanca. Since the pandemic’s onset, the company has faced unprecedented challenges but has also found opportunities to adapt and grow in this new landscape. There has been a greater preference for products promoting learning and creativity, prompting Mattel to adjust its marketing strategy to reach consumers in an increasingly digital environment.
In terms of inclusion and diversity, Mattel has taken significant actions, as highlighted by Torreblanca. The company has integrated these values into its communication, product design, and organizational culture. Additionally, Mattel has launched inclusive products, such as UNO Braille in collaboration with the National Federation of the Blind, and diversified its Barbie doll line to represent diverse characteristics.
As Children’s Day approaches, Mattel plans to continue promoting family time and offering unique experiences that reinforce its commitment to children’s entertainment and holistic development. The company is excited to celebrate this day with its families and consumers in Latin America, offering special collaborations with children’s entertainment influencers and experiences close to their hearts.