• San Antonio Business Journal - November 2, 2004
Fisher-Price Inc., a subsidiary of Mattel Inc. (NYSE: MAT), has selected San Antonio-based Market Vision to execute a new national marketing campaign designed to reach out to Hispanic parents of preschoolers.
Market Vision developed the television and radio promotion based off the company's "Play. Laugh. Grow." campaign created by Y & R Advertising New York. Besides television and radio, it also includes various print partnerships.
Company officials note that one in five children born in the United States today are Hispanic. Also, between 2001 and 2010, the number of Hispanic children nine and under will increase by 22 percent, while the number of non-Hispanic children in that age group is expected to fall 1 percent.
"This is a significant start to what we believe will be a long-term dialogue with this important, growing segment of young families," says Chuck Scothon, senior vice president of marketing and brand development at Fisher-Price. "Our research tells us that while Latino families quickly acclimate to life in the U.S., they have a strong desire to retain their language and preserve their heritage, not only for themselves but also for their children."
Market Vision's campaign will focus on parents of infants, toddlers and preschoolers initially in Houston, Los Angeles and Chicago.
Market Vision President Bonnie Garcia says Fisher-Price will run two television ads and one radio spot through the end of November. The company will also run Spanish-language advertisements on Accent Health in Espanol, a Hispanic TV network produced by CNN, in targeted doctors' and pediatricians' offices. [continues]
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