Mattel UK begins cause-related marketing deal with Save the Children
Howard Lake | 25 August 2005 | News
Toy maker Mattel UK has launched a cause-related marketing initiative with Save the Children, featuring a fundraising wristband specially designed to fit young girls.
The limited edition wristband will raise funds to help young girls around the world get the same access to education that girls in the UK enjoy. Wristbands are being sold online for £1.99 of which Save the Children will receive £1 per wristband sold.
The silver glitter design wristband will be on sale via the My Scene website which, according to Mattel, is the fourth most popular website for girls with 850,000 monthly visits in the UK alone. A special microsite has been created and will be run by youth marketing specialists Dubit.
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Mattel’s Barbie My Scene team carried out research and found that young children were keen to show their support for children’s charities but had problems with current wristbands on offer as they were too big for them and fell off.
The wristbands are being promoted with celebrity endorsement, and there is an added incentive to purchase since each girl could win VIP tickets to the new My Scene movie.
- IWITOT to see UK and European speakers join forces for the first time (9 July 2021)
- Barbie stars support Save the Children on global girls empowerment campaign (11 July 2023)
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.