Toy PR Done Right: How LEGO and Mattel Are Winning Hearts and Minds

The toy industry is an ever-evolving, highly competitive market where brands constantly need to innovate and engage with both parents and children. In recent years, the focus has shifted from just selling products to creating emotional connections, building trust, and encouraging meaningful conversations about the values the brand upholds. 

Toy Public relations plays a critical role in this transformation, shaping how consumers perceive brands and influencing their purchasing decisions. Two toy companies that have excelled in PR and consistently struck the right chords with their target audience are LEGO and Mattel. Through innovative campaigns, purposeful storytelling, and community engagement, both companies have proven that toy PR done right is about much more than just selling a product—it’s about creating a brand experience that resonates deeply with both kids and parents.

LEGO: Building Connections through Creativity and Purpose

LEGO has long been a household name, beloved for its simple yet imaginative building blocks. But LEGO’s PR strategy in recent years has elevated it from just a toy company to a cultural icon. The key to LEGO’s PR success lies in its ability to combine creativity with a deeper sense of purpose. Rather than just focusing on selling toys, LEGO has consistently focused on promoting values like creativity, inclusivity, and education—values that resonate with both parents and children.

A pivotal moment in LEGO’s PR strategy came when the company launched its “Rebuild the World” campaign. This initiative emphasized the importance of creativity, imagination, and the power of play to drive innovation. The campaign was not just about showcasing the product—it was about positioning LEGO as a brand that enables children to think outside the box and develop problem-solving skills. LEGO’s PR team expertly crafted messaging that highlighted the company’s values, and this resonated with parents who want to encourage their children’s growth and development. The “Rebuild the World” campaign was also unique in that it used stunning, imaginative visuals to show how LEGO blocks could be used to build a better world, which captured the attention of both adults and children.

LEGO’s PR strategy also involves actively building a sense of community. Through social media and partnerships with influencers, the company has created a space where both kids and adults can showcase their LEGO creations. This has created an interactive, collaborative environment where fans feel a part of the LEGO universe. The LEGO Ideas platform, for example, invites users to submit their own designs, some of which are turned into official LEGO sets. This inclusivity in the creative process fosters a deeper connection between LEGO and its customer base, turning users into brand ambassadors.

Moreover, LEGO’s commitment to sustainability has added a layer of depth to its PR efforts. As parents increasingly prioritize environmentally friendly products, LEGO has committed to using sustainable materials in its sets. Through transparency about its efforts to reduce its carbon footprint and incorporate eco-friendly practices, LEGO has been able to enhance its credibility and appeal to a socially conscious audience. The company has even launched initiatives like LEGO Replay, which encourages families to donate used LEGO bricks to other children, reinforcing the brand’s commitment to sustainability and social responsibility.

Mattel: Reinventing Iconic Brands with Modern PR Strategies

While LEGO focuses on creativity and community, Mattel’s PR success is rooted in its ability to reinvent iconic brands for a new generation. Mattel, known for toys like Barbie, Hot Wheels, and Fisher-Price, has had to navigate shifting societal expectations, evolving technology, and changing consumer behaviors. The company’s PR strategy has consistently adapted to these challenges by focusing on relevance, inclusivity, and digital engagement.

Barbie, one of Mattel’s most iconic brands, faced a significant PR overhaul in recent years. Historically, Barbie had been criticized for perpetuating unrealistic beauty standards and a narrow definition of femininity. However, under the leadership of its PR team, Mattel made significant changes to the Barbie brand, aiming to reflect a more diverse and inclusive representation of women and girls. The introduction of dolls with different body types, skin tones, and abilities was a PR move that signaled a new, more inclusive direction for the brand. The messaging around these changes was clear: Barbie was no longer just about beauty—she was about empowerment, diversity, and possibilities.

The “You Can Be Anything” campaign is a prime example of how Mattel’s PR strategy has evolved to resonate with modern consumers. The campaign featured real-world women who had achieved incredible success in various fields, from science to politics. By aligning Barbie with these inspiring role models, Mattel not only reinvigorated the brand but also captured the attention of parents who wanted their children to see a more diverse and realistic version of success. The PR team successfully transformed Barbie into a symbol of empowerment, positioning the doll as a tool for inspiring young girls to dream big.

In addition to its work with Barbie, Mattel has also made waves with its Hot Wheels brand, particularly through its PR campaigns that emphasize inclusivity and STEM education. Hot Wheels has partnered with organizations like the National Museum of American History to promote engineering education for young children. By tying Hot Wheels into the conversation about STEM (Science, Technology, Engineering, and Math) and aligning the brand with educational initiatives, Mattel successfully shifted the narrative around Hot Wheels from just a fun toy to an educational tool that fosters curiosity and learning.

Furthermore, Mattel has embraced the power of digital media to engage with its audience in new ways. Through partnerships with influencers and strategic collaborations, Mattel has tapped into the world of digital content, using YouTube, Instagram, and TikTok to engage with younger audiences. These platforms allow Mattel to connect with parents and children directly, creating interactive campaigns that promote its products in fun, relatable ways. For instance, Barbie’s Instagram account features inspirational stories and career-focused content, while Hot Wheels has created viral challenges on TikTok to get kids involved in racing competitions. This shift toward digital engagement reflects the changing dynamics of toy marketing and demonstrates how Mattel is adapting its PR efforts to meet the demands of a tech-savvy, socially conscious audience.

Community and Social Responsibility: A Common Thread

One of the most significant trends in toy PR is the increasing focus on community and social responsibility. Both LEGO and Mattel have capitalized on this shift, using their platforms to advocate for causes that matter to their audiences. For LEGO, this means promoting creativity, sustainability, and inclusivity, while for Mattel, it involves empowering children, advocating for diversity, and encouraging education.

Both companies have demonstrated a deep commitment to social responsibility through their PR campaigns. For example, Mattel’s “Barbie Dream Gap Project” aims to address the societal limitations placed on young girls by providing them with the tools and resources to pursue their dreams. Similarly, LEGO’s sustainability efforts and environmental initiatives have become integral to its brand identity, appealing to parents who prioritize eco-conscious products.

These campaigns are more than just marketing— they’re purpose-driven initiatives that help create a positive impact in the world. The PR teams behind LEGO and Mattel have realized that in today’s world, consumers are looking for brands that align with their values. By positioning themselves as champions of creativity, inclusivity, education, and sustainability, both companies have built trust and earned consumer loyalty.

Digital PR: Connecting with the Modern Consumer

Digital media has had a significant impact on the toy industry, and PR strategies have had to evolve accordingly. Both LEGO and Mattel have embraced the power of digital PR to engage with audiences in new and exciting ways. LEGO’s use of social media platforms like Instagram, Facebook, and Twitter allows the brand to directly interact with fans, share user-generated content, and build excitement for upcoming releases. Similarly, Mattel has used digital media to create interactive campaigns that involve children and parents in the brand experience.

For instance, LEGO’s #LetsBuildTogether campaign encouraged families to share photos of their LEGO creations, building an interactive community of fans. This type of user-generated content not only promotes engagement but also turns consumers into brand advocates. Similarly, Mattel has worked with influencers and celebrities to promote its products, including collaborations with YouTube stars and Instagram influencers who showcase the latest Barbie and Hot Wheels collections.

Through these digital PR efforts, both companies have created interactive experiences that resonate with modern consumers. The ability to engage directly with customers on social media platforms has given brands like LEGO and Mattel a powerful tool to foster loyalty, build trust, and create lasting emotional connections with their audience.

LEGO and Mattel have proven that in today’s competitive toy market, PR done right is about more than just promoting products—it’s about creating brand experiences that resonate deeply with consumers. By focusing on creativity, inclusivity, education, and social responsibility, both companies have been able to build lasting relationships with their audience. Through digital PR, they’ve embraced new technologies and platforms to stay connected with their fans, creating a dynamic, interactive brand experience.

As the toy industry continues to evolve, the PR strategies of LEGO and Mattel will undoubtedly serve as a blueprint for other brands looking to build a meaningful connection with their customers. The future of toy PR is rooted in authenticity, community, and purpose—values that these two iconic brands have embraced wholeheartedly. For toy companies looking to succeed in an increasingly competitive market, the lesson is clear: build a brand that stands for something more than just the product itself, and you’ll win the hearts and minds of both kids and parents.