Mattel partners with Dubai Cares to provide children and youth with

Until Eid Al Fitr, all purchases of Mattel toys and games from Toys “R” Us will contribute to Dubai Cares’ education programs

14 April 2023, Dubai - UAE: Embracing the spirit of giving during the holy month of Ramadan and in the lead up to Eid Al Fitr, Mattel is donating 20% of its sale proceeds to Dubai Cares, part of Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), in support of children and youth’s education in developing countries. As customers shop for their Eid gifts, they have the opportunity to make a significant difference in a child's life by purchasing toys from Barbie, Hot Wheels, Fisher Price, MEGA or Uno, Scrabble and Pictionary games from one of Toys “R” Us’ ten branches across Dubai or online*.

The initiative was launched at the start of Ramadan and will only continue until Eid Al Fitr with the aim of raising AED120,000 by the end of this Holy Month.

Zeina El Massri, Head of Marketing at Al Shula, Official Distributor of Mattel in the GCC said: “In addition to being a period filled with the spirit of humility and self-restraint, Ramadan is also a time for giving back. And giving more children access to education is a cause we fully support. Partnering with Dubai Cares for this initiative means that for every child that receives a Mattel gift, another child is receiving the gift of education, which should not be taken for granted.”

Abdulla Ahmed Alshehhi, Chief Operating Officer at Dubai Cares said: "We are delighted to collaborate with Mattel on this Ramadan initiative to provide the precious gift of education to children and youth in developing countries. We appreciate Mattel's efforts to involve its customers in this campaign during the holy month of Ramadan, allowing them to contribute to a noble cause directly. As we continue to play a significant role in shaping the global education agenda, we rely on the valuable support of business organizations like Mattel and their customers, to make a meaningful impact in the lives of those in need and create a brighter future for generations to come."

Dubai Cares was established in 2007 and works towards providing children and youth in developing countries with access to quality education. Since its inception, it has reached over 21 million beneficiaries in 60 developing countries through its impactful education programs.

To take part in this initiative, visit any Toys “R” Us store in Dubai or visit the Toys “R” Us website*.

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*Terms and conditions apply.

About Mattel

Mattel is a leading global toy company and owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO® and MEGA®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 35 locations and our products are available in more than 150 countries in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering children to explore the wonder of childhood and reach their full potential.

About Dubai Cares

Since its inception in 2007, Dubai Cares, part of Mohammed bin Rashid Al Maktoum Global Initiatives, has been working towards providing children and youth in developing countries with access to quality education through the design and funding of programs that aim to be impactful, sustainable and scalable. To date, the UAE-based global philanthropic organization has successfully launched education programs reaching over 21 million beneficiaries in 60 developing countries.

Dubai Cares plays a key role in helping achieve the United Nations Sustainable Development Goal (SDG) 4, which aims to ensure inclusive and quality education for all, and promote lifelong learning by 2030, by supporting programs in early childhood development, access to quality primary and secondary education, technical and vocational education and training for youth as well as a particular focus on education in emergencies and protracted crises. Moreover, Dubai Cares adopts a strategic approach to improve student enrollment and learning outcomes through an integrated school health and nutrition model that is made up of school-based deworming activities, school feeding, and WASH (Water, Sanitation & Hygiene) in schools.

Dubai Cares is a civil society organization formally associated with the United Nations Department of Global Communications (UN DGC), as well as a registered non-government organization under IACAD, the charitable activities regulator in Dubai. The UAE-based global philanthropic organization is authorized to raise funds through direct donations and fundraising campaigns, as well as process all permit approvals with IACAD.

Volunteerism is a powerful tool to Dubai Cares in order to engage people in tackling development challenges. Dubai Cares rallies the UAE wider community through a large spectrum of volunteering and awareness initiatives that are linked to its global mandate.

To learn more, please visit www.dubaicares.ae