Today Mattel (Nasdaq: MAT) announced the start of its third annual global Mattel 12 Days of Play program, a philanthropic series of events that bring play to children who need it most. Taking place today through Dec. 14 in locations across the U.S. and in nearly 30 other countries, the Mattel 12 Days of Play highlights the importance of play in the lives of children around the world. The culmination of the 12 days of activity will occur at Mattel worldwide headquarters in the Los Angeles area on Dec. 13, where area children, Mattel employees and special guests WWE superstar The Miz and WWE Diva Eve will attempt to break the Guinness World Record for the most snowmen built in one hour.
“Play is vital for children’s development and learning, so creating unforgettable and enriching play experiences for children who may not otherwise have access is at the heart of the Mattel 12 Days of Play program,” said Deidre Lind, Executive Director of the Mattel Children’s Foundation and Director, Corporate Affairs. “During 2012, Mattel’s social impact programs total more than $20 million in cash and product globally, including more than 1.5 million toys, helping to eliminate the barriers to play for children in need.”
In the Los Angeles area, Mattel is bringing more than 390 tons of snow to seven Winter Wonderland events at inner-city schools, which feature sledding, making snow angels, racing Hot Wheels cars down a 40-foot track, special photo opportunities with Barbie ®, and a chance to meet Santa. Mayor Antonio Villaraigosa will attend the Winter Wonderland event on December 12 at Figueroa Elementary School in the Watts neighborhood of Los Angeles to show his support of Mattel’s efforts and further raise awareness of the importance of play in a child’s life.
On Dec. 13, with the snow-making expertise and guidance of MagicSnow, 400 elementary-age children from LA’s Best after-school programs will team up with 800 Mattel employees and special WWE guests at the Winter Wonderland Event. In a race against the clock to build 1,500 snowmen in 60 minutes or less, the team will attempt to break the current Guinness World Record for the most snowmen built in one hour.