PAID Media 

References

Bradley, C. (2021, October 27). F1 fans becoming younger and more diverse, say global survey results. Retrieved November 5, 2025, from https://www.motorsport.com/f1/news/f1-fans-becoming-younger-and-more-diverse-say-global-survey-results-/6696732/

Cartwright, M. (2025, August 1). Formula One’s popularity grows among women. Retrieved November 5, 2025, from https://www.newsweek.com/formula-one-popularity-women-2105261

Francis, T. (2024, November 18). Inside the inner workings of Hot Wheels and the brand’s future. Forbes. Retrieved November 5, 2025, from https://www.forbes.com/sites/trinityfrancis/2024/11/18/inside-the-inner-workings-of-hot-wheels-and-the-brands-future/

AI Prompt:

“Identify key value propositions for an adult collector audience (18–34) for a Hot Wheels x Formula 1 limited release tied to Monaco, and organize them into 3–4 messaging buckets.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 30 Oct. 2025, chat.openai.com/chat.

“Based on a campaign line around “Own the Apex,” suggest several headline/tagline directions that keep the motorsport tone credible for F1 fans.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 30 Oct. 2025, chat.openai.com/chat.

“List suitable OOH and print placements for a premium motorsport-themed toy/collectible launch and match each placement with a short rationale.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 30 Oct. 2025, chat.openai.com/chat.

“Map current Hot Wheels brand values and show me which ones are easiest to connect to Formula 1 heritage and Monaco storytelling.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 30 Oct. 2025, chat.openai.com/chat.

“List recent toy/collectible industry talking points about adult buyers so I can justify targeting 18–34 collectors in my campaign.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 30 Oct. 2025, chat.openai.com/chat.

“Suggest alternative phrasings for a motorsport-inspired campaign line so I can keep “Own the Apex” as the main one but have backups in the same tone.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 30 Oct. 2025, chat.openai.com/chat.

EARNED Media 

References

Duggan, J. (2022, November 10). Mattel Dr. Jane Goodall Barbie. TIME – Best Inventions 2022. Retrieved November 5, 2025, from https://time.com/collection/best-inventions-2022/6228870/mattel-dr-jane-goodall-barbie/

Goldstein, J. (2021, June 10). Mattel launches first Barbie doll collection made from recycled ocean-bound plastic. Retrieved November 5, 2025, from https://people.com/human-interest/mattel-launches-first-barbie-doll-collection-made-from-recycled-ocean-bound-plastic/#:~:text=which%20are%20made%20from%20over,recycled%20plastic

King, C. (2023, July 21). Mattel’s sustainability goals promote planet-positive play. Retrieved November 5, 2025, from https://sustainabilitymag.com/articles/Mattels-sustainability-goals-promote-planet-positive-play

KnowESG. (2023, September 22). Mattel highlights ESG progress in citizenship report. Retrieved November 5, 2025, from https://knowesg.com/social-governance/mattel-highlights-esg-progress-in-citizenship-report-22092023

Padeanu, A. (2021, March 16). Matchbox is going green. Autoweek. Retrieved November 5, 2025, from https://www.autoweek.com/news/industry-news/a36123319/matchbox-going-green/#:~:text=,Roadster%20will%20launch%20in%202022

Renewable Carbon News. (2022, April 13). Mattel expands its sustainable product offering with new MEGA Bloks carbon-neutral Green Town line and Matchbox Tesla Roadster made from 99% recycled materials. Retrieved November 5, 2025, from https://renewable-carbon.eu/news/mattel-expands-its-sustainable-product-offering-with-new-mega-bloks-carbonneutral-green-town-line-and-matchbox-tesla-roadster-made-from-99-recycled-materials/#:~:text=,and%20the%20new%20Recycling%20Truck

AI Prompt:

“Help me map Mattel/Hot Wheels sustainability and ESG talking points that could be credibly mentioned in a non-promotional opinion piece about long-life collectibles.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 30 Oct. 2025, chat.openai.com/chat.

“Suggest angles that connect motorsport fans and adult collectors to environmental or circular-design discussions so the brand can speak to them without sounding like an ad.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 30 Oct. 2025, chat.openai.com/chat.

“Outline 3–4 reasons why a toy company would include adult collectors in its sustainability narrative, using recent industry trends as support.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 30 Oct. 2025, chat.openai.com/chat.

SHARED Media 

References

(Images used in Blog Post & IG Posts)

Express. (n.d.). Michael Schumacher accident: F1 news. Retrieved November 5, 2025, from https://www.express.co.uk/sport/f1-autosport/1849417/Michael-Schumacher-accident-F1-news

Robb Report. (n.d.). Michael Schumacher’s Ferrari F2001B Formula 1 car is headed to auction. Retrieved November 5, 2025, from https://robbreport.com/lifestyle/news/michael-schumacher-ferrari-f2001b-formula-1-car-auction-1234874572/

GP2 Joey Wiki. (n.d.). Alain Prost. Retrieved November 5, 2025, from https://gp2-joey.fandom.com/wiki/Alain_Prost

Pinterest. (n.d.). Alain Prost [Image]. Retrieved November 5, 2025, from https://www.pinterest.com/pin/308074430730514684/

Forbes Brasil. (2024, December). Ayrton Senna: 5 lições de carreira do tricampeão da F1. Retrieved November 5, 2025, from https://forbes.com.br/carreira/2024/12/ayrton-senna-5-licoes-de-carreira-do-tricampeao-da-f1/

Wikimedia Commons. (n.d.). Williams FW16 front-right, 2017, Williams Conference Centre [Photograph]. Retrieved November 5, 2025, from https://commons.wikimedia.org/wiki/File:Williams_FW16_front-right_2017_Williams_Conference_Centre.jpg

Tracing Insights. (n.d.). All you need to know about the 2023 Monaco Grand Prix. Retrieved November 5, 2025, from https://tracinginsights.com/blog/all-you-need-to-know-about-the-2023-monaco-grand-prix/

Living in Monaco. (2021, June 9). Monaco has an identical flag to Indonesia. Retrieved November 5, 2025, from https://livinginmonaco.com/2021/06/09/monaco-has-an-identical-flag-to-indonesia/

Keveney, B. (2024, November 29). Ayrton Senna Netflix docudrama [TV & entertainment report]. USA Today. Retrieved November 5, 2025, from https://www.usatoday.com/story/entertainment/tv/2024/11/29/ayrton-senna-netflix-docudrama/76569255007/

The Sun. (n.d.). Michael Schumacher’s car collection revealed – Ferrari dominance in full. Retrieved November 5, 2025, from https://www.the-sun.com/motors/5991522/michael-schumacher-car-collection-ferrari/

HotCars. (n.d.). Fast facts about Alain Prost. Retrieved November 5, 2025, from https://www.hotcars.com/fast-facts-about-alain-prost/

(Newsletter)

Formula 1. (2025, May 22). Need to know: The most important facts, stats and trivia ahead of the 2025 Monaco Grand Prix. Retrieved November 5, 2025, from https://www.formula1.com/en/latest/article/need-to-know-the-most-important-facts-stats-and-trivia-ahead-of-the-2025-monaco-grand-prix.7FbX7r8dNJZQF6jnyLnoJC

Mattel, Inc. (2025). Mattel reports fourth quarter and full year 2024 financial results. Retrieved November 5, 2025, from https://corporate.mattel.com/news/mattel-reports-fourth-quarter-and-full-year-2024-financial-results

Licensing International. (2025, January 30). Global toy sales stabilize in 2024: Collectibles, fan favorites and smart spending shape the market. Retrieved November 5, 2025, from https://licensinginternational.org/news/global-toy-sales-stabilize-in-2024-collectibles-fan-favorites-and-smart-spending-shape-the-market/

Formula 1. (2025). Formula 1 to race in Monaco until 2031 after new deal agreed. Retrieved November 5, 2025, from https://www.formula1.com/en/latest/article/formula-1-to-race-in-monaco-until-2031-after-new-deal-agreed.5T6tdY3m9ClCQXmJfGNJyP

AI Prompt:

“Give me key personality descriptors for Michael Schumacher, Ayrton Senna, and Alain Prost that I can turn into a social copy without sounding like Wikipedia.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 31 Oct. 2025, chat.openai.com/chat.

“Help me think through what types of image elements Instagram posts about Schumacher/Senna/Prost/Monaco should include (color palettes, race visuals, toy close-ups, circuit lines) so they look consistent with the campaign.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 31 Oct. 2025, chat.openai.com/chat.

“Outline how a brand blog post is different from a press release in tone, structure, and purpose so I can defend that choice in my comp exam site.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 31 Oct. 2025, chat.openai.com/chat.

“List factual/context data I can safely reference about F1 audiences getting younger and more diverse, with sources I can cite later in APA style.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 31 Oct. 2025, chat.openai.com/chat.

“Group social-media behaviors of F1 fans (race-week posting, saving driver edits, sharing circuit facts) so I can match them with my shared-media content plan.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 31 Oct. 2025, chat.openai.com/chat.

“Suggest Instagram caption tones (collector-proud, heritage-driven, launch-countdown) that match the paid line “Own the Apex.”” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 31 Oct. 2025, chat.openai.com/chat.

“Suggest 3–5 possible newsletters subject lines for a limited Hot Wheels x F1 drop that sound newsy but still collector-focused.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 31 Oct. 2025, chat.openai.com/chat.

OWNED Media 

References

Peiser, J. (2024, December 13). Hot Wheels cars aren’t just for kids: Mattel leans into adult collectors. The Washington Post. Retrieved November 5, 2025, from https://www.washingtonpost.com/business/2024/12/13/hot-wheels-cars-mattel-toys-adult-collectors/

Team The Brand Hopper. (2025, June 25). A deep dive into the marketing strategies of Hot Wheels. Retrieved November 5, 2025, from https://thebrandhopper.com/2025/06/25/a-deep-dive-into-the-marketing-strategies-of-hot-wheels/

Wong, Q. (2024, October 17). ‘Kidulting’: Mattel and other toy companies embrace the rise of adult buyers. Los Angeles Times. Retrieved November 5, 2025, from https://www.latimes.com/business/story/2024-10-17/kidulting-mattel-and-other-toy-companies-embrace-the-rise-of-adult-buyers

Empower. (2024, December 31). The toy industry has a new target market: Kidults. Retrieved November 5, 2025, from https://www.empower.com/the-currency/play/the-toy-industry-has-a-new-target-market-kidults-news

Crockett, Z. (2024, February 9). The collectors who spend thousands on rare Hot Wheels. Retrieved November 5, 2025, from https://thehustle.co/the-collectors-who-spend-thousands-on-rare-hot-wheels

AI Prompt:

“Suggest research methods (secondary reports, social listening, fan-panel surveys) a toy brand could realistically use before a limited-edition motorsport collaboration launch.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 4 Nov. 2025, chat.openai.com/chat.

“Summarize what recent F1 fan surveys say about younger and more diverse audiences, especially fans under 35, so I can cite them in an audience profile.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 4 Nov. 2025, chat.openai.com/chat.

“Organize secondary-research data points on the ‘kidult’ toy/collectibles segment (motivation, spend level, preferred franchises) into demographic and psychographic notes.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 4 Nov. 2025, chat.openai.com/chat.

“Propose 3 research questions a brand could ask F1 collectors to test whether Monaco-themed storytelling actually increases display intent.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 4 Nov. 2025, chat.openai.com/chat.

“Give me 3 questions I can ask to find out whether adult collectors actually notice sustainable packaging cues on display-first toys.” ChatGPT, 7 Aug. 2025, version 5.0, OpenAI, 4 Nov. 2025, chat.openai.com/chat.