Warner Bros Discovery and Mattel to enter into partnership with Save the Children for Barbie movie

On the occasion of the Barbie movie, Warner Bros Discovery has announced a global initiative to empower girls with Save the Children. 

The campaign, benefiting Save the Children, is designed to help girls around the world get the learning resources and support they need to achieve their dreams. 

Mattel has partnered with Save the Children for nearly two decades and launched the Barbie Dream Gap Project in 2018; Mattel will also partner with WBD on the new campaign.

The campaign will receive global exposure across WBD's linear, digital and social platforms. Initiatives include an in-show integration on HGTV's Barbie Dreamhouse Challenge,

consumer activations through brand partnerships and a charity buzz auction that will include tickets to the Los Angeles and London premieres of the movie "Barbie." 

In addition, the stars of the movie Barbie, including Margot Robbie, America Ferrera, Kate McKinnon, Simu Liu and Will Ferrell, have filmed a text-to-donate PSA 

asking viewers to text "Barbie" to 707070 to support Save the Children's work. The commercials will air on WBD platforms around the world, from sports and streaming to cable and broadcast. 

In addition, the stars of the movie Barbie, including Margot Robbie, America Ferrera, Kate McKinnon, Simu Liu and Will Ferrell, have filmed a text-to-donate PSA asking viewers to text "Barbie" to 

707070 to support Save the Children's work. The commercials will air on WBD platforms around the world, from sports and streaming to cable and broadcast. 

Internationally, the partnership will support Save the Children's programs to empower girls through the provision of education, health, justice and child protection services.

The campaign is led by WBD's Social Impact Solutions team, which specializes in global cause marketing campaigns that engage viewers, advertisers and business partners to advocate for important social issues. 

Leveraging WBD's well-known brands, franchises and global platforms in partnership with NGOs and charities, the team provides critical resources and needs to communities around the world. 

Social Impact Solutions' philanthropic focus areas are food security, disaster relief, and mental health and wellness.  

Source: www.news.mattel.de