Mattel
Making eco education playful with Mattel Playroom
Play isn’t just fun and games – it’s how kids make sense of the world. From dolls and dinosaurs to bricks and paints, it helps build confidence, create curiosity and make big topics feel manageable.
So, for Earth Day 2022, Mattel asked us to help them do something more with play – to create positive social impact by inspiring kids (and their families) to care for the planet through purposeful play.
Entertain. Educate. Empower.
We noticed a clear gap: there weren’t many accessible, age-appropriate resources that helped kids understand ecosystems, biodiversity or the climate crisis in a hopeful, empowering way.
So, we set our (Hot) Wheels in motion and put our proven content framework to work: Entertain, Educate, Empower.
We created a toolkit of playful resources designed to spark eco-awareness and inspire small but meaningful actions at home and in school. This included:
6
‘planet hero’ factsheets
2
eco craft sheets
1
guide to talking to kids about climate change
6
habitat factsheets
The tone was honest, clear and kid-friendly – balancing urgency with optimism, and facts with fun.
Designed to spark action (not anxiety)
One of the challenges with talking to kids about the planet is avoiding doom and gloom. So instead of dwelling on the scale of the crisis, we focused on small actions that feel achievable – from litter-picking and bug hotel building to switching off lights and upcycling toys.
The resources were designed to work across Mattel’s brand universe, giving families simple ways to play with purpose – all under the rallying call of #LoveThePlanet.
Alongside the kids’ content, we also developed carefully worded talking points to help parents and carers guide meaningful, age-appropriate conversations about climate change – making it easier for grown-ups to answer tough questions and inspire positive action at home.
A force for good
Mattel wanted to use their platform as a force for good – to support a more diverse, inclusive and sustainable future. These resources helped them do just that.
By showing that even small actions can have a big impact, we helped kids understand their role as planet protectors – not just on Earth Day, but every day.
Because when you combine the power of play with the power of purpose, great things happen.
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