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To emphasize the positive aspects of immigration we used the heroic symbology of action figures to turn immigrants into heroes that people of all ages and races can look up to.

This creates a large and positive PR event that reasserts Mattel’s leadership in the action figure market. 

 
 
 
 
 

ACTION FIGURES

 
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PROMOTIONAL

Promotional pieces attract attention and lead consumers to the microsite.

 

MIcrosite

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Art Director: DarnellWatts.com