Responsible Marketing to Children 

Mattel’s advertising, packaging, point of purchase displays, promotional programs, sweepstakes, and other brand and product promotion activities must comply with all laws and uphold Mattel’s reputation for honesty and integrity. 

We take special care in marketing and advertising to children in order to promote positive social behavior, lifestyles, and attitudes. When advertising and marketing to children, we follow the guidelines of the Children’s Advertising Review Unit of the Better Business Bureau. These guidelines set standards to ensure that advertising to children is not deceptive, unfair, or inappropriate, taking into account the special vulnerabilities of children. Globally, we also take into consideration local laws, regulations, and industry best practices regarding marketing to children.