Posted on by Nathalie Tay
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MBCS & Mattel Use The Power of Play To Distract Kids From Hunger This Ramadan
28 Mar
MBCS and leading global toy company Mattel, have devised a creative campaign to keep children entertained and refocused away from the Ramadan fast hunger pangs.
Mattel’s #PuasaPlay features a series of creative games using different Mattel toys that help keep kids entertained and distracted from hunger. With many Malaysian families encouraging their kids to fast during Ramadan from as young an age as 6, the campaign looks to keep kids engaged through play, to help take hunger out of their minds as they complete their fast.
“Great creativity isn’t just about storytelling—it’s about problem-solving,” says Eddy Nazarullah, Creative Director of MBCS. “With #PuasaPlay, we looked at a real challenge parents face during Ramadan and found an unexpected yet simple solution: play. By using Mattel toys in new ways, we transformed waiting into engaging moments, hunger into distraction, and fasting into fun. It’s a campaign that proves creativity isn’t just about grabbing attention; it’s about adding real value to people’s lives.”
The social-led campaign, dropped game challenges every few days during Ramadan, with step-by-step instructions on the Mattel toys required and how to go about using creativity and household items to complete the tasks.
Additionally, KOLs like @diyanarazip and @diananasir86, took on the game challenges to show parents how to be better prepared and educated with play to support their kids’ fast throughout the day, alongside ecommerce promotions on Shopee and Lazada and a Shopee LIVE #PuasaPlay showcase.
“At Mattel, we believe that play has the power to transform experiences,” says Yeo Pek Mun, Brand Manager, SEA, Mattel Continental Asia. “With #PuasaPlay, we’re helping parents turn fasting hours into play-filled adventures, making Ramadan more enjoyable for kids while strengthening family bonds.
This campaign not only reinforces Mattel’s role in enriching childhood experiences but also deepens brand connection by aligning with cultural moments that matter. By integrating play into Ramadan traditions, we’re creating meaningful engagement with families, driving brand affinity, and showcasing the timeless value of our toys in every stage of a child’s life.”
To capitalise on the pre-Raya shopping rush, a collaboration with Toys”R”Us is bringing #PuasaPlay Zones to the malls. Through strategically placed digital billboards, kids will be entertained and encouraged to play interactive Mattel toy-inspired games at mini #PuasaPlay Zones, keeping them engaged and away from the eateries at the malls.
Mattel is the owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. View the Mattel Facebook page for more details.
