Mattel Brings the Magic of 190 Tons of Snow and 20,000 Toys to Children During 12 Days of Play
Successful philanthropic initiative is back for its second holiday season
EL SEGUNDO, Calif.--(BUSINESS WIRE)--
Back for its second year, the award-winning1 Mattel
(NASDAQ: MAT) 12 Days of Play is making a difference in the
lives of children while celebrating the joy and play of the holiday
season. Following a successful inaugural year, this exciting
philanthropic program is designed to bring the power of play to
thousands of the most underserved children in Los Angeles County. This
year, Mattel expands beyond Los Angeles taking the 12 days of Play
on a tour around the world visiting other Mattel locations such as
Australia, Spain, Poland and more.
With events taking place from Dec. 3 to 16, the 12 Days of Play
brings all facets of Mattel — employee volunteers, philanthropic funds
and toys from brands such as Barbie®, Hot Wheels® and Fisher Price® —
together with local schools, community organizations and charities that
serve children in need to create magical play experiences.
"Play is at the very core of development and learning, yet around the
world too many children do not have access to play," said Deidre Lind,
executive director of philanthropic
programs at Mattel. "The uniqueness of 12 Days of Play is
that it brings all Mattel resources together at one time to make an
incredible positive social impact. This new mindset is about inspiring
people to think beyond the framework of individual giving. Last year was
a huge success and we are excited to extend beyond Los Angeles to touch
the lives in children all over the world."
In Los Angeles, some of the most underserved kids can look forward to
receiving 20,000 toys and 190 tons of snow at seven different Winter
Wonderland events during Mattel's 12 Days of Play. These events
bring a snow day to sunny LA's inner city children with snow falling
every 15 minutes during the events. Activities include sledding,
building snowmen and making snow angels, as well as Barbie dress-up
stations, Hot Wheels racing tracks, music, food and much more.
The Mattel 12 Days of Play Winter Wonderlands are taking place at
schools and organizations in Los Angeles County, including:
Dec. 7: LA SCORES/Palms Elementary in Palms, Calif.
Dec. 9: 112th Street Elementary in Watts, Calif.
Dec. 12: Washington Elementary in Hawthorne, Calif.
Dec. 13: Figueroa Elementary in Westmont, Calif.
Dec. 14: 10th Street Elementary in Los Angeles, Calif.
Dec. 15: LA's BEST (at Mattel's El Segundo headquarters)
Dec. 16: Grape Street Elementary in Watts, Calif.
In addition to the Winter Wonderlands, Mattel's 12 Days of Play
volunteer activities include gift wrapping parties where Mattel
employees wrap toys for donation ensuring every child has an opportunity
to experience the joy of opening a gift. Mattel volunteers also
volunteer at the Los Angeles Regional Food Bank, participate in a tree
lighting ceremony at El Segundo City Hall, and celebrate with kids at
the Mattel Children's Hospital UCLA and much more -- all with the
goal to make a meaningful difference this holiday season.
Mattel's employee volunteers set the bar in 2010 during the Mattel 12
Days of Play with participation rates at more than 90 percent at El
Segundo headquarters alone. This year, the Mattel employee volunteers
(known as the Mattel PLAYers) aim to have 100 percent participation.
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As the worldwide leader in play, the Mattel
family comprises such best-selling brands as Barbie®,
the most popular fashion doll ever introduced, Hot
Girl® and Fisher
Price® brands, which includes Little
Wheels® and a wide array of entertainment-inspired toy lines. In
2011, Mattel was named as one of FORTUNE Magazine's "100
Best Companies to Work For" for the fourth year in a row, and was
also ranked among Corporate Responsibility Magazine's "100
Best Corporate Citizens." With worldwide headquarters in El Segundo,
Calif., Mattel employs approximately 31,000 people in 43 countries and
territories and sells products in more than 150 nations. Mattel donates
more than 2 percent of its pre-tax profit toward philanthropic
activities. At Mattel, we are "Creating the Future of Play." Follow
Mattel on www.facebook.com/mattel
1 Los Angeles Business Journal "Corporate Citizenship" award
for Corporate Social Responsibility