Mattel sought The Brand Amp’s support to launch its league-wide Fisher Price Little People NFL Collector Sets for the 2023-2024 NFL Season.

The target consumer for this campaign was adult NFL fans who collected sports memorabilia, so we leveraged former NFL All Pro, and current NFL Analyst Andrew Whitworth as our spokesperson to conduct a media tour and deliver social posts. Further elevating the campaign from an earned and social media standpoint, we created customized Little People Figures for top NFL Media and a sweepstakes where one fantasy football league would have every member immortalized with their own mini-figure. To cap it off, we conducted an aggressive outreach effort into all the NFL team markets, as well as national sports and lifestyle media.

The proactive outreach efforts combined with Whitworth’s media tour generated 107 placements equating to a potential reach of 794.5 million impressions.