Mattel Tone of Voice — Playful & Iconic

Tagline: "Creating The Future Of Play"

Industry: Toys

Sector: Consumer Goods

How Mattel Communicates

Mattel ties toys to shaping the future of play. "Creating The Future Of Play" frames the company — home of Barbie and Hot Wheels — around iconic toys and imaginative fun for generations — playful, iconic, creative. The voice is iconic-play and warm, selling the magic of play itself, positioning Mattel around a stable of beloved, world-famous toy brands and a mission to keep inventing new ways for children to imagine, create, and have fun.

Tone Words

Mattel's brand voice is defined by the following tone words: Playful, Iconic.

Communication Style

Language Style: Iconic-play
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Mattel Brand Story

Mattel created cultural icons like Barbie and Hot Wheels. The company continues evolving these beloved brands for new generations.

Brand Message

Home of the worlds most iconic toys

Brand Mission

Empower generations to explore childhood

Brand Positioning

Core Concept: Iconic Toys

Central Tension: Traditional vs. Digital

About Mattel

Mattel, Inc. ( mə-TEL) is an American multinational toy manufacturing and entertainment company headquartered in El Segundo, California. Founded in Los Angeles by Harold Matson and Ruth and Elliot Handler in January 1945, Mattel has a presence in 35 countries and territories. Its products are sold in more than 150 countries. Mattel is the world's second largest toy maker in terms of revenue, after the Lego Group. Two of Mattel's major brands, Barbie and Hot Wheels, were named the top global toy property and the top-selling global toy of the year for 2020 and 2021 by the NPD Group.

Frequently Asked Questions About Mattel

What is Mattel's tone of voice?

Mattel uses a playful, iconic tone of voice. Their communication is iconic-play, typically using statement-style sentences in the present tense. Their tagline "Creating The Future Of Play" exemplifies this voice.

How does Mattel communicate with customers?

Mattel created cultural icons like Barbie and Hot Wheels. The company continues evolving these beloved brands for new generations.

What is Mattel's brand message?

Mattel's core message: Home of the worlds most iconic toys Their mission: Empower generations to explore childhood

What is Mattel's slogan?

Mattel's slogan is "Creating The Future Of Play". It carries their playful, iconic voice.

What is Mattel's mission?

Mattel's mission: Empower generations to explore childhood

What makes Mattel's brand voice unique?

Mattel stands out through their playful, iconic communication style. Their central brand tension, "Traditional vs. Digital", shapes how they communicate across the Consumer Goods sector.

What language style does Mattel use?

Mattel uses iconic-play language, with imaginative messaging, in statement-style sentences, using the present tense.