Are toy cars just for boys? Many children, influenced by early-formed beliefs, might think so, often associating toy cars with boys and tea sets with girls. Mercedes-Benz USA (MBUSA) and Mattel are challenging these outdated perceptions. Their collaboration aims to demonstrate to children, especially young girls, that they can achieve anything without gender-imposed limitations, and it starts with a Mercedes Benz Toy Car.
Mercedes-Benz is tackling gender stereotypes head-on by distributing thousands of die-cast Matchbox replicas of the Mercedes-Benz 220SE across the nation. This particular model commemorates Ewy Rosqvist’s groundbreaking victory at the Argentinian Grand Prix. It was in this very car that Rosqvist shattered world records and proved that women are more than capable of competing, and winning, in motorsports. This mercedes benz toy car serves as a powerful symbol of female achievement.
Mercedes-Benz boasts a long and proud history of celebrating pioneering women. A prime example is Bertha Benz, the wife of the automobile’s inventor. Bertha defied societal norms by taking the Patent Motorwagen on history’s first long-distance road trip. Her daring journey was instrumental in proving the automobile’s viability as a mode of transportation, paving the way for the future of driving. This spirit of female innovation is woven into the fabric of Mercedes-Benz, and now extends to their initiative with the mercedes benz toy car.
In celebration of International Women’s History Month, MBUSA released a compelling short film, Ewy Rosqvist: An Unexpected Champion. This film brings Rosqvist’s inspiring story to a new generation.
“Ewy’s story provided us with a fantastic opportunity to encourage young girls to ‘play outside the box’ and envision the vast possibilities available to them, free from the constraints of traditional stereotypes,” explained Mark Aikman, general manager of marketing services for MBUSA. “We recognized the potential of these pioneering women from our heritage to act as valuable role models for today’s young girls, positively influencing their perceptions of their future. This realization led to our partnership with Matchbox to create a tangible reminder – the mercedes benz toy car – for girls, symbolizing that their potential is limitless.”
Can a small toy car genuinely shift children’s self-perception?
Mercedes-Benz believes it can, and they put this idea to the test. In their short film, “No Limits,” young girls are shown reacting to various toys. Initially, when presented with a toy car, the girls often dismissed it as being “for boys.” However, after watching the film about Ewy Rosqvist, a noticeable change in attitude occurred. This observation aligns with research indicating that exposing young girls to strong, positive messages about their gender can effectively diminish the impact of stereotypes. This mercedes benz toy car, therefore, is more than just a toy; it’s a vehicle for change.
These mercedes benz toy cars are being gifted by MBUSA and Mattel/Matchbox, in collaboration with the Dream Gap Foundation, to thousands of young girls through non-profit partnerships. Furthermore, these empowering mercedes benz toy cars will be available for purchase nationwide starting in 2020. Proceeds from sales will fund the production and distribution of even more cars. An educational toolkit will also be provided to further amplify the message of empowerment.
“No Limits” was produced by R/GA (NYC), MBUSA’s social media and digital campaign partner. Through this initiative, Mercedes-Benz and Mattel are driving towards a future where play, and possibilities, are truly without limits for all children, one mercedes benz toy car at a time.
