KICKING OFF THE BEST POSSIBLE START CAMPAIGN, FISHER-PRICE ASKS PARENTS AROUND THE WORLD TO SHARE A WISH FOR THEIR CHILD'S FUTURE THIS NEW YEAR

“We hope parents will see themselves in the film and be encouraged to add their own wish for their child to the worldwide chain,” said Lisa Mancuso, Senior Vice President of Fisher-Price Global Brand Marketing for the Baby business. She further commented, “The work of Fisher-Price has always been to enrich the lives of young families. The incredible love parents share for their children and the dreams they hold for them to reach their full potential is universal. Wishes for Baby is our way to say – ‘we-re so inspired by all you do to give your children the best possible start in life’; – and we-re here to support you in nurturing your child-s development in the most engaging and playful way!”

Created and produced in the early hours of New Year-s Day, this heartwarming short film captures the first wishes of new parents for their babies all around the world including: US, Japan, Mexico, Brazil, Kenya, Bangladesh, and Poland. The 90-second film captures real parents holding their babies for the first time, showing that the best possible start in life begins with love. To view the film, go to http://youtu.be/ai2jv9bU-VY

“The first time you hold your baby, you wish so many things for them,” said Patrick Creadon, father of three young children. “I did too,” he adds. “You-re filled with an incredible desire that they have every opportunity in life. I was drawn to this project having filmed the births of my own children and knowing that new life, combined with self-reflection brought on by a new year, would be a powerful thing to portray.” He continues, “Parents are universally connected by the same wish for our children, built upon the same foundation of love. It transcends what we think divides us.”

Wishes for Baby is launched with paid media on Facebook, Twitter and YouTube, followed by a six week social media engagement campaign across Facebook, Twitter, Instagram and Pinterest to gather wishes and inspire genuine conversation with parents via #WishesForBaby. To see the conversation, visit facebook.com/fisherprice. #WishesForBaby

Well-known author, illustrator, and mother of two, Adele Enersen, will add a special touch to the engagement campaign by depicting the most popular wish themes from around the world in charming, artful responses. Each week, new prompts will encourage more sharing among the community and responses will be adapted into a growing catalog of beautiful artistic expressions.

The film was shot by local film crews at ten hospitals in seven countries and five continents guided by an international creative team. Filming in Kenya and Bangladesh was made possible with the help of Concern Worldwide, a 48-year-old international humanitarian organization doing what it takes in the world-s poorest countries to assist in the areas of disaster response, health and nutrition, climate resilience and more, with a particular focus on women and children.

About Fisher-Price
In 1931, Herman Fisher and Irving Price embarked on a journey to change the toy industry. Their goal: creating playthings that inspire a child-s development. More than 80 years later, Fisher-Price remains deeply rooted in the belief that play is the way children learn best. To this day, understanding the importance of play in building a child-s skills is the fundamental principle, as the company strives to enrich the lives of families with young children around the globe. United by the passion for a child-s safe care and development at each age and stage, the people of Fisher-Price work tirelessly to bring families the best toys and baby products in the world. Some of the company-s best-known brands include Laugh & Learn^®, Little People^®, Power Wheels^®, and Imaginext^®, and it-s also a leading developer of character-based toys for children-s programming such as Thomas & Friends^™, Dora and Friends: Into the City!, and Jake and the Never Land Pirates. Fisher-Price is a subsidiary of Mattel, Inc. (NASDAQ:MAT). For more information, visit www.fisher-price.com (U.S.) and www.fisher-price.ca (Canada) or connect with Fisher-Price on Instagram, YouTube, Facebook, Twitter or Pinterest.

About Patrick Creadon
Patrick Creadon began his career as one of the youngest cameramen in the history of PBS, shooting and producing cinema-verite style stories for the critically acclaimed series The 90s. In 2006, his directorial debut, Wordplay was the breakout hit at the Sundance Film Festival. His follow-up film, I.O.U.S.A., also premiered at Sundance and was shortlisted for the Academy Awards. Patrick has served on several film festival juries including Sundance Film Festival, the LA Film Festival, and the Ashland Film Festival. In 2011, he debuted as a television director on Law & Order: Special Victims Unit.

About Adele Enersen
Adele Enersen is a mother of two children and an award-winning advertising copywriter and concept designer. She came to prominence with her baby blog, Mila-s Daydreams, and later established herself as an international author and illustrator of children-s books with the publication of When My Baby Dreams.

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Contacts

Fisher-Price
Michelle Chidoni
310-252-3921
[email protected]

Weber Shandwick
Dagmara Grabowski
212-445-8238
[email protected]