Kuala Lumpur, Malaysia – Global toy company Mattel has launched a social campaign this Ramadon season to keep children entertained and refocused away from the Ramadan fast hunger pangs.
Developed alongside Mediabrands Content Studio (MBCS), Mattel’s #PuasaPlay features a series of creative games using different Mattel toys that help keep kids entertained and distracted from hunger.
With many Malaysian families encouraging their kids to fast during Ramadan from as young an age as 6, the campaign looks to keep kids engaged through play, to help take hunger out of their minds as they complete their fast.
The social-led campaign, dropped game challenges every few days during Ramadan, with step-by-step instructions on the Mattel toys required and how to go about using creativity and household items to complete the tasks.
The #PuasaPlay games created are: Make the Jump, Barbie’s Camouflage Dress-Up, Mystery Raya Décor, Thomas & Friends Raya Theme Stations and Mattel Toy Charades. The games feature Mattel toys and games that are popular household names like Barbie, Hot Wheels, MEGA BLOKS Fisher-Price, Thomas & Friends and UNO, and encourage the use of imagination with other Mattel toys.
Additionally, KOLs like @diyanarazip and @diananasir86, took on the game challenges to show parents how to be better prepared and educated with play to support their kids’ fast throughout the day, alongside e-commerce promotions on Shopee and Lazada and a Shopee LIVE #PuasaPlay showcase.
To capitalise on the pre-Raya shopping rush, a collaboration with Toys”R”Us is bringing #PuasaPlay Zones to the malls. Through strategically placed digital billboards, kids will be entertained and encouraged to play interactive Mattel toy-inspired games at mini #PuasaPlay Zones, keeping them engaged and away from the eateries at the malls.
Yeo Pek Mun, brand manager for SEA at Mattel Continental Asia, said, “At Mattel, we believe that play has the power to transform experiences. With #PuasaPlay, we’re helping parents turn fasting hours into play-filled adventures, making Ramadan more enjoyable for kids while strengthening family bonds.”
She added, “This campaign not only reinforces Mattel’s role in enriching childhood experiences but also deepens brand connection by aligning with cultural moments that matter. By integrating play into Ramadan traditions, we’re creating meaningful engagement with families, driving brand affinity, and showcasing the timeless value of our toys in every stage of a child’s life.”
Meanwhile, Eddy Nazarullah, creative director at MBCS, commented, “Great creativity isn’t just about storytelling—it’s about problem-solving. With #PuasaPlay, we looked at a real challenge parents face during Ramadan and found an unexpected yet simple solution: play. By using Mattel toys in new ways, we transformed waiting into engaging moments, hunger into distraction, and fasting into fun. It’s a campaign that proves creativity isn’t just about grabbing attention; it’s about adding real value to people’s lives.”
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