Inside Hot Wheels® race car tracks boxes, we placed next to the instruction manuals, a separate instruction manual that taught the child to assemble the track WITH ONLY ONE HAND. Under the slogan "Taking care of them is in our hands", we reached our objective goal of "0" injured children by fireworks.

During the month of November we intervened the entire production of Hot Wheels® race car tracks with our ONE HANDED assembly instructions, before they were shipped out to retailers.

We accomplished that NO CHILDREN was a burn victim or had any injury related to the irresponsible use of fireworks. A number that had never been accomplished in earlier years.

DATA. According to the Dominican Republic's National Fireworks Control Institution (COFA)

We brought awareness to the parents and generated a behavior that will have a positive influence in their children's future.

We gave the whole Dominican Republic a reason to hug each other this year and say Merry Christmas!

We positioned Mattel's brand perception as compromised with children's happiness and well being.