Purposeful Play

One of the ways Mattel makes a meaningful difference in the lives of children is through its products. The toys we imagine, design and create help spark hopes and dreams as well as contribute to the mental and physical development of kids around the world.

Monster High and Born This Way Foundation

With a shared vision for a positive and bright future for young people, Monster High and Born This Way Foundation are in a multi-year partnership to inspire empowerment and acceptance. Led by Lady Gaga and her mother Cynthia Germanotta, Born This Way Foundation was founded in 2012 to support the wellness of young people and empower them to create a kinder and braver world. Together Monster High and Born This Way Foundation work to encourage and elevate kindness, bravery and acceptance both on and offline. To further this shared mission, Monster High has made a donation to Born This Way Foundation.

In early 2016, Monster High and Born This Way Foundation launched the #KindMonsters movement, which encourages young people to pledge to build a kinder, braver, more accepting world. The campaign is focused on kindness via monthly themes celebrating the many applications of kindness. Every month, a young person is honored with a Kind Monster Award for spreading kindness and compassion in their community. Fans are even encouraged to nominate the next winner!

Nomination Form:

To further support the #KindMonsters movement, Monster High and Born this Way Foundation launched the first ever Kind Monsters EDU on Thursday, October 27th. Approximately 160 students from seven Los Angeles middle schools gathered at the Mattel Headquarters to apply creative expression toward designing kinder and braver school environments. The students shared the challenges faced in their schools– which included homophobic behavior, bullying, divisiveness, and a lack of pride both individually and as a school – and created solutions and commitments to help improve their school climates. After the successful pilot, there are plans to expand the program.

In Fall 2016, Monster High and Born This Way Foundation launched Zomby Gaga, a doll inspired by Lady Gaga to champion kindness, encourage bravery, and build a world where young people celebrate difference. The doll is designed by Lady Gaga“s sister Natali Germanotta and inspired by her “Born This Way” music video. Timed to the launch, Zomby Gaga is featured in the music video “Gaga for Ghouls” where Zomby Gaga spreads her message of kindness throughout Monster High.

Together, Monster High and Born this Way Foundation encourage you to spread kindness and compassion every day.

To learn more, go to:


In 2014, the Mattel Children’s Foundation partnered with Hot Wheels and the USC Rossier School of Education to help address falling math and science scores of American students. The result of that partnership was Speedometry, an innovative and free-to-use program that uses the iconic Hot Wheels toys and a world class curriculum developed by USC Rossier, not only to teach kids the basic fundamentals of STEM (Science, Technology, Engineering and Math), but to also make learning fun.

Since Speedometry’s launch, we have been busy testing the program and introducing it to 4th grade classrooms across the country. We reached out to over 250,000 teachers and engaged directly with key education officials, parents and administrators in Austin, Phoenix, Detroit, Chicago and Denver. The program has received positive reviews, with several school districts adopting Speedometry into their science curriculum as well as upcoming summer programs.

The Speedometry website ( features a free downloadable curriculum, at-home activities for parents, kit request application or instructions on how to create your own kit and informative and engaging content and videos created by the Hot Wheels team. Thousands more teachers and parents have already downloaded the curriculum and tens of thousands of Speedometry kits have been requested to date.

Speedometry is a perfect example of the positive impact Mattel can have when we unlock the full potential of our products, and put our talents and passions to work.

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