Mattel partners with AthLife
Mattel announced a partnership with leading sports and entertainment marketer AthLife, Inc. to create branded game day activations at sports arenas nationwide.
Launching in August
The collaboration launches Tuesday, August 20, at the Boston Red Sox vs. Houston Astros MLB Barbie Night Game, closely followed by the first WNBA Barbie Night Game on August 30 at the highly anticipated match between the Indiana Fever and Chicago Sky. Both games will feature themed giveaways, photo opportunities, branded jerseys, trivia, and other promotions. Later, Barbie™ as well as other Mattel brands plan to activate similarly with women’s and men’s teams across professional and minor leagues sports.
Platform to empower girls to dream big
As a brand rooted in using its global platform to empower girls to dream big, Barbie has never been afraid to trade in heels for sneakers and take to the court, field or track, representing countless careers and roles in sports and athletics. In the brand’s 65th anniversary year, Barbie continues to remind all fans of all teams that they can be anything, welcoming them to join the year-long celebration both on and off the field, court, or anywhere else they play.
Source: www.corporate.mattel.com