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Digital Transformation of Mattel helped by Salesforce Marketing Cloud

Toymaker goes for deeper digital engagement with consumers who use Journey Builder from Salesforce Marketing.

On Sept. 16, 2015, Salesforce made the announcement that Mattel Inc has signed on with the company to use the Salesforce Marketing Cloud.  This will enable the largest toymaker to connect digitally with consumers in a new way. Numbering in the millions worldwide, Mattel consumers will be guided globally across all of Mattel’s brands from all digital devices.

Mattel Vice President and head of Mattel’s Digital Initiatives Group, Carlson Choi, offered the following statement; “For 70 years, parents have trusted Mattel to create safe, engaging play experiences for children and families.  Today, we’re harnessing that experience to create an equally safe and engaging digital journey for parents and children based on how they engage with Mattel’s apps, digital content and toys.”

This is where the Salesforce Marketing Cloud gives Mattel’s digital marketing companies the tools they need in order to create an unparalleled brand experience, providing service to consumers as they slip between brands, products and channels.  In particular, Mattel will be using Salesforce’s “Journey Builder” software.  This is a core service, used in Marketing Cloud, and delivers messages to Mattel customers that are targeted and personalized.  This process leads shoppers on “personalized journeys”, trough the customer lifecycle stages from the digital experience to the physical store.

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Speaking about how Salesforce will help Mattel gain consumer recognition in the extremely competitive consumer market, CEO of Marketing Cloud Scott McCorkle feels that only a few companies are capable to inspire consumer imagination like Mattel.  Therefore, the company is a perfect fit for the Journey Builder interface, which will allow Mattel to follow the path of each consumer’s journey with Mattel brands and gaming options.

A worldwide leader in the toys and family products market, Mattel was honored to be included in the “World’s Most Ethical Companies” list by Ethisphere Magazine in 2014.  Also, in that year Mattel was ranked 5th on Corporate Responsibility Magazine’s list of “100 Best Corporate Citizens”.  Mattel boasts a large brand portfolio, filled with best-selling brands such as BarbieÒ, Thomas & FriendsÒ, Fisher-PriceÒ, Hot WheelsÒ, MEGAÒ Brands and a whole array of toy lines inspired by entertainment.  Mattel has its worldwide headquarters located in El Segundo, California and the company as a whole employs roughly 31,000 employees in 40 countries.  Mattel is known and sold in over 150 nations.

Salesforce, the Customer Success Platform and world’s #1 CRM company, enables marketing companies to interact with their customers in new and exciting ways through its wide array of Salesforce apps.  Focused on reinventing CRM in the cloud, the company has been showered with praise and awards throughout their 16-year history.  Winners of the Forbes Innovators “World’s Most Innovative Company”, three years running and Fortune’s “100 Best Companies to Work for”, in 2012 and 2013.  The company has received numerous other awards and also operates a non-profit foundation, aimed to help improve communities around the world.

About Sara T. Loving

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