Mattel challenged The Brand Amp to drive significant coverage surrounding 10 limited-edition product reveals for its 12 Days of Fandom leading up to Comic-Con@Home 2021, the convention’s second virtual installment given the COVID-19 pandemic. The limited-edition products were part of Mattel Creations – the brand’s sought-after collector portfolio – and celebrated iconic franchises such as Star Wars, Jurassic Park, Masters of the Universe, WWE, Batman, Deadpool and more.

To drive buzz and spur demand for the collector items, The Brand Amp embarked upon a robust pitch and seeding effort, targeting mainstream lifestyle, entertainment, general interest and national news, in addition to more niche media categories like gaming, tech and comic-fandom. Embargoed pitches targeted top-tier outlets and seeded reporters with limited-edition collectables to tee up coverage in advance of each reveal. The Brand Amp then conducted a series of widespread daily pitches, enabling the team to reach a broader target media list with the product announcements, in addition to Mattel’s streaming panels, crowdfund initiatives and other news.

The results were staggering. By deploying a tried-and-true media relations effort, The Brand Amp helped Mattel land coverage with the likes of Yahoo! Entertainment, ComicBook, Polygon, Pop Insider, The Wrap, Mandatory and ScreenRant, just to name a few. In total, the effort generated 471 placements and 4.14B+ impressions – the most coverage Mattel has ever secured during Comic-Con.