SOURCE: Mattel Canada

Mattel Canada

October 14, 2014 12:18 ET

Mattel Crashes the Mall With Fun and Games

Unsuspecting Shoppers Surprised With Game of Pictionary

TORONTO, ON--(Marketwired - October 14, 2014) - Mattel Canada executed an unexpected and engaging event that is generating buzz on social media. In September, Mattel Games took to the mall to surprise shoppers with some truly impromptu fun. A fully interactive and first-of-its-kind game of Pictionary, disguised as a mall poster, repeatedly triggered a mall takeover featuring random surprises from games and presents to a life-size teddy bear and a full-size marching band. In its first 24 hours, the Pictionary Mall Surprise video gathered over 100,000 views on YouTube and Facebook combined.

The day-long activation was executed to show how great games bring people together which supports the belief that "Anytime Is Game Time."

"We loved how people had so much fun playing Pictionary in an unexpected way. Watching people react the way they did was more than what we hoped for. We were able to showcase how anytime is game time and we hope that the video reminds everyone to always take the time to play with us!" said Riza Javellana, Senior Manager, Marketing, Mattel Canada.

The actor in the poster was filmed in a nearby room and streamed live onto an ad on the back of a 'mall map' that was constructed to look like the real thing. The actor stood completely still to further the illusion of being a traditional poster, making only subtle movements and gestures. However, shoppers who paid close attention and noticed he was actually "alive," were treated to a surprising, interactive game experience.

Once engaged, and under the pressure of a countdown, the Pictionary host would challenge his now-captive audience with drawings, that for some successful guessers, became a reality. From a full set of Mattel games to larger-than-life celebrations that included a full-size marching band and eight-foot tall teddy bears, the surprises never stopped.

To see watch the video of the Pictionary activation, click here:

"In the true spirit of spontaneous fun, we surprised unsuspecting mall shoppers with some very unexpected game play. What looked to be an ordinary mall poster became a fully immersive Pictionary experience that congratulated successful players with amazing celebrations," said Shalin Shah, Sr. Marketing Associate, Mattel Canada. "The video is a compilation of the best moments and reactions we captured throughout the day. We are delighted to see that it has already touched so many people around the globe."

To check out Mattel's full suite of games available for all ages, visit:

About Mattel

The Mattel family of companies (NASDAQ: MAT) is the worldwide leader in the design, manufacture and marketing of toys and family products. Mattel's portfolio of best-selling brands includes Barbie®, the most popular fashion doll ever produced, Hot Wheels®, Monster High®, American Girl®, Thomas & Friends® and Fisher-Price® brands, including Little People® and Power Wheels®, MEGA® Brands, including MEGA BLOKS® and RoseArt®, as well as a wide array of entertainment-inspired toy lines. In 2013, Mattel was named one of the "World's Most Ethical Companies" by Ethisphere Magazine and in 2014 ranked No. 5 on Corporate Responsibility Magazine's "100 Best Corporate Citizens" list. With worldwide headquarters in El Segundo, Calif., Mattel's companies employ nearly 30,000 people in 40 countries and territories and sell products in more than 150 nations. At Mattel, we are Creating the Future of Play. Visit us at, or

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Contact Information


    Veronica Heringer
    Director, Digital Strategy and Communications
    P: (416) 355 - 2663
    C: (647) 876 - 6342

    Shalin Shah
    Sr. Marketing Associate
    Mattel Canada Inc.
    C: (647) 832 - 1523
    P: (905) 501 - 5140