The 2017 awards season has proven to be a cause for celebrations for Mattel Toys as Scrabble bagged a bronze metal at WOW Awards 2017 for its innovation and creativity. The classic game has been recognized for creatively incorporating learning with playtime through its unique campaign titled Mattel Scrabble Challenge. An extensive school contact program, the Mattel Scrabble Challenge reached out to over 40,000 students between ages 10 – 16 years; and has won the prestigious WOW Award under the category of ‘Contact Program of the Year.’
Commenting on the big win, Lokesh Kataria, Head – Marketing, Mattel Toys (India) Pvt. Ltd. said, “It is a very humbling moment for the team to have won a bronze at such a prestigious platform. It has been our constant endeavor to promote the concept of learning through play and the Mattel Scrabble Challenge perfectly reflected this core philosophy. We are beyond elated that our efforts have been recognized on an esteemed platform such as the WOW Awards.”
The Mattel Scrabble Challenge was kicked-off in October 2016, and has reached out to 165 schools across Mumbai and Delhi. The three-month contact program consistently motivated children to enhance their vocabulary through Scrabble worksheets, interactive Scrabble expert workshops, followed by a series of exciting intra and inter-school Scrabble championship competitions. The program received an overwhelming response from students, teachers as well as parents as they discovered newer elements of the game and rediscovered a fun way to learn.
Mattel has focused its efforts around the core philosophy of ‘Play with purpose’ – where each toy developed by the global leader has an intrinsic benefit linked to it. The vision for Mattel toys will continue to evolve and grow as a brand that is a trusted partner for parents and an integral aspect of every childhood.