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People fear immigrants because they don't know how good hearted, hard working, valiant, and amazing they are. So, to change the perception of immigrants, while putting the Mattel brand in the spotlight as an honorable and cool toy company, we created a collection of heroic action figures based on real immigrants. Then, we told their heroic stories. 

 
 
 
 

ACTION FIGURES

 
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PROMOTIONAL

Promotional pieces make a bold statement out in the world, while leading consumers to the microsite.

 

MIcrosite

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Art Director: DarnellWatts.com