Mattel Drives Digital Transformation with Help from Salesforce Marketing Cloud

Company drives deeper digital engagement with consumers
using Salesforce Marketing Cloud’s Journey Builder

SAN FRANCISCO—September 16, 2015—Salesforce [NYSE: CRM], the Customer Success Platform and world’s #1 CRM company, announced today that Mattel, Inc. has implemented the Salesforce Marketing Cloud, helping the iconic toymaker to connect in new ways with millions of consumers, guiding them on journeys across its brands globally and from any device.
“For 70 years, parents have trusted Mattel to create safe, engaging play experiences for children and families,” said Carlson Choi, Vice President and head of Mattel’s Digital Initiatives Group. “Today, we’re harnessing that experience to create an equally safe and engaging digital ecosystem for our consumers. Using Salesforce is key to this process, helping us map a digital journey for parents and children based on how they engage with Mattel’s apps, digital content and toys.”

The Salesforce Marketing Cloud gives digital marketers the tools needed to create exceptional brand experiences and service consumers as they move between channels, products and brands. Mattel will use Journey Builder, a core service in Marketing Cloud, to deliver personalized, targeted messages that will lead Mattel shoppers on personalized journeys across every stage of the customer lifecycle, from the physical store to digital experiences.

“In a competitive consumer market, Salesforce will help Mattel stand out and guide their consumers on journeys across channels and devices,” said Scott McCorkle, CEO of Marketing Cloud. “Few companies inspire creative imagination like Mattel, and Journey Builder’s interface will make it easy for the company to visualize and map the path of each consumer’s journey as they grow up with Mattel and explore new brands and gaming options.”


About Mattel
The Mattel family of companies is a worldwide leader in the design, manufacture and marketing of toys and family products. Mattel's portfolio of best-selling brands includes Barbie®, the most popular fashion doll ever produced, Hot Wheels®, Monster High®, American Girl®, Thomas & Friends®, Fisher-Price® brands and MEGA® Brands, as well as a wide array of entertainment-inspired toy lines. In 2014, Mattel was named one of the "World's Most Ethical Companies" by Ethisphere Magazine and in 2014 ranked No. 5 on Corporate Responsibility Magazine's "100 Best Corporate Citizens" list. With worldwide headquarters in El Segundo, Calif., Mattel's companies employ approximately 31,000 people in 40 countries and territories and sell products in more than 150 nations. Visit us at, or


About Salesforce

Salesforce is the global leader in Customer Relationship Management (CRM), bringing companies closer to their customers in the digital age. Founded in 1999, Salesforce enables companies of every size and industry to take advantage of powerful technologies—cloud, mobile, social, internet of things, artificial intelligence, voice and blockchain—to create a 360° view of their customers. For more information about Salesforce (NYSE: CRM), visit:

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