MATTEL — MATTELITOS
Reimagining Christmas for Latin America
Mattel’s challenge was to increase product discovery and video views on YouTube during the Christmas season across Latin America.
Rather than push traditional product advertising, I led the development of a story-led digital platform designed to turn toy discovery into an interactive Christmas experience.
At the centre of the idea were the Mattelitos — mischievous characters responsible for delivering toys around the world. Inspired by the vibrant culture of Latin America, the story imagined these characters travelling from the North Pole into the colourful streets of the region, often distracted by the world around them.
The Mattelitos became the narrative device guiding children through a digital content hub where they could watch videos of their favourite toys and add them to a personalised letter to Santa.
To organise Mattel’s wide range of brands, I directed the creation of illustrated “toy worlds”, allowing children to explore categories through storytelling rather than product lists.
High-energy worlds such as Adrenaline housed Hot Wheels and Matchbox, while Encantada introduced brands like Barbie and Polly Pocket.
The campaign blended narrative, illustration and animation across the platform and social channels, transforming a functional toy catalogue into a playful digital ecosystem.
Results
• 350,000 unique visitors
• 750,000 page views
• 195,000 additional video views
• 5,000 letters to Santa generated
The Mattelitos concept continued into the following season, expanding the story world and evolving the visual system for future campaigns.