In addition to Mattel’s corporate philanthropic initiatives, Mattel’s brands also strive to make a meaningful difference in the lives of children through cause marketing campaigns.

For example, in 2002, the Barbie brand debuted a worldwide cause-related program called "Barbie Cares Supporting Children in the Arts™" dedicated to supporting arts education for children. This program, made possible by a $2 million donation to the Entertainment Industry Foundation (EIF), includes a celebrity public service announcement (PSA) campaign, an Arts Teacher of the Year Search, and the creation of innovative, relevant products that expose girls to the wonderful world of arts education and creative exploration.

During 2003, in addition to the giving discussed under the headings “Mattel Children’s Foundation” and “Mattel Corporate Philanthropy,” Mattel spent approximately $1 million in connection with cause marketing campaigns.