Mercedes-Benz USA Partners with Mattel to Create a Toy Car That Challenges Gender Stereotypes
The goal: Inspire the next generation of female trailblazers
ATLANTA–(BUSINESS WIRE)–If you give a girl a toy car, would she imagine winning a race or would
she trade it in for a tea set? According to researchers, most young
girls would go for the tea set, thanks to beliefs formed at an early age
that some toys are meant for boys and others for girls. To challenge
these perceptions, Mercedes-Benz USA (MBUSA) and Mattel have teamed up
to show children – particularly girls – that they can aspire to be and
do anything they desire when there are no limits.
Tackling the issue of gender stereotypes, Mercedes-Benz will give
thousands of girls across the nation a die-cast Matchbox replica of the
Mercedes-Benz 220SE commemorating Ewy Rosqvist’s historic Argentinian
Grand Prix performance. It was in this car that she shattered world
records and the notion that women could not compete.
Mercedes-Benz has a rich history of celebrating women trailblazers
dating back to Bertha Benz, wife of the inventor of the automobile.
Bertha bucked convention and took the Patent Motorwagen on the
first-ever, long-distance drive proving that this strange-looking
contraption was a viable mode of transportation.
This year to celebrate International Women’s History Month, MBUSA
released a short film – Ewy
Rosqvist: An Unexpected Champion.
“Through Ewy’s story, we saw an opportunity to inspire young girls to
‘play outside the box’ and imagine all the different opportunities open
to them without the restrictions of traditional stereotypes,” explained
Mark Aikman, general manager of marketing services for MBUSA. “We
realized that these pioneering women from our past could serve as
valuable role models for young girls today and have a positive impact on
how they see their future. This led us to collaborate with Matchbox to
create a tangible reminder for girls that there are no restrictions on
their tomorrow.”
Can a tiny car really change the way our children see themselves?
Mercedes-Benz is betting on it, and they put it to the test. In the
short clip, “No
Limits,” the company captures young girls reacting to an assortment
of toys. When handed a toy car, the girls dismiss it as being “for
boys.” But after seeing the short film about Ewy Rosqvist, each of the
girls has a visible attitude shift. This mirrors research suggesting
that when young girls are exposed to strong positive messages about
their gender, it helps to reduce the impact of stereotypes. (For those
who have the opportunity to encourage and mentor young girls, check out
this discussion
guide.
The toy cars will be will be gifted by MBUSA and Mattel/Matchbox (as
part of the Dream
Gap Foundation) to thousands of young girls through a non-profit
partner and sold in stores nationwide beginning in 2020. Proceeds from
these sales will be used to make and distribute additional cars. In
addition, a teaching toolkit will be provided.
“No Limits” was produced by R/GA (NYC), MBUSA’s partner for its social
media platforms and digital campaigns.
About Ewy Rosqvist
Ewy Rosqvist is a Swedish racing champion who in 1962 made history for
being the first woman to enter and win one of the toughest rallies in
the world. After watching her husband race for years, she decided to
take it up herself and entered the Argentinian Grand Prix – a grueling
three-day journey across rough terrain. Ewy was ridiculed for entering
the race and told she wouldn’t be able to complete the course. Not only
did she finish, she went on to be the first person to win every stage of
the race, set a speed record and beat the previous champion by over
three hours.
About Mercedes-Benz USA
Mercedes-Benz USA (MBUSA), headquartered in Atlanta, is responsible for
the distribution, marketing and customer service for all Mercedes-Benz
products in the United States. MBUSA offers drivers the most diverse
lineup in the luxury segment with 15 model lines ranging from the sporty
A-Class sedan to the flagship S-Class and the Mercedes-AMG GT R.
MBUSA is also responsible for Mercedes-Benz Vans and smart products in
the U.S. More information on MBUSA and its products can be found at www.mbusa.com, www.mbvans.com and www.smartusa.com.
Accredited journalists can visit our media site at www.media.mbusa.com.
Follow us on Twitter @MBUSAnews
About Mattel
Mattel is a leading global children’s entertainment company that
specializes in design and production of quality toys and consumer
products. We create innovative products and experiences that inspire,
entertain and develop children through play. We engage consumers through
our portfolio of iconic franchises, including Barbie®, Hot Wheels®,
American Girl®, Fisher-Price®, Thomas & Friends® and MEGA®, as well as
other popular brands that we own or license in partnership with global
entertainment companies. Our offerings include film and television
content, gaming, music and live events. We operate in 40 locations and
sell products in more than 150 countries in collaboration with the
world’s leading retail and technology companies. Since its founding in
1945, Mattel is proud to be a trusted partner in exploring the wonder of
childhood and empowering kids to reach their full potential. Visit us
online at www.mattel.com.
Contacts
Donna Boland, Mercedes-Benz USA
Donna.boland@mbusa.com,
770-705-2009
Dena Cook, Mattel, Inc.
Dena.cook@mattel.com,
310-252-4247