Responses by A Mattel Spokesperson
Background: The Fisher-Price “Let’s Be Kids” campaign invited adults back into the world of childhood, and the “See Toys Everywhere” spot is geared to do just that as well. We embraced the mindset of seeing the world through the eyes of a child and bringing play into everyday items, the way kids do. This program, along with all our social media content, is parent-directed and is intended to be a reminder to parents that kids see the world differently.
Reasoning: Last year taught that us humans are resilient and resourceful—and that goes double for kids. Working with Wieden+Kennedy and JOINT, we wanted to celebrate that spirit of childlike optimism in an authentic and playful way. We took to the social media platforms parents use every day to show them how to embrace this spirit.
Challenges: The idea was clear from the beginning. Our biggest challenge was time. This enabled us to be scrappy and resourceful, which paid off by making the finished product feel more genuine and native to social.
Favorite details: The simplicity of the message that brings to life a universal insight about how kids play. Then, we let that spirit guide the execution, from the music to the meditative camera movements to the voiceover. Each detail reminded us that the world around us is worth reconsidering with a “Let’s Be Kids” perspective.
Time constraints: A short production timeline required us to be nimble and quickly make decisions. This contributed to a sense of handmade craft: everything from the tags to the props was sourced directly by team members. We often used items from our own homes, instilling that we practiced what we preached as we looked around for playful ideas. The intent was always to eschew over-manipulation and polish and instead show warmth and reality. The quick nature of the production really kept us honest.
Anything new: We learned—or maybe relearned—that Fisher-Price is about much more than just what we create. At Fisher-Price, we strive to make everything we do, fun and playful, and the thirty-second spot “See Toys Everywhere” brings that message to life.