With research findings showing the significant shift in the role of men in parenting, Hot Wheels delivers a new campaign to remind dads of their childhood, celebrate their connection with their children and champion the value of playing together.
As the definition of family changes among millennial parents[2], dads are now playing a more important role than ever in the upbringing of their children.
The new study reveals:
- Aspirational role. Dads want to make a positive impact on their children’s lives more than ever before.
- Value of quality ‘dad’ time. Dads are spending more and more time with their children.
- Balancing responsibilities. Dads believe the responsibilities are split evenly in the household (but mums still see this differently!)
- Childhood memories. Dads are more likely than mums to choose toys that remind them of their childhood or that can help build a connection with their child.
The campaign, dedicated to ‘Dads Who Never Need to Grow Up’, includes a video that delves into children’s perceptions of dads and reveals that modern-day dads do know how to have fun and have the ‘cool’ factor that makes them fun to play with.
“The aim of our global Hot Wheels campaign is to remind dads of their own childhood and having fun while at the same time reinforcing their connection with their children and the value of playing together,” says Chantelle Fritz of Blue Horizon Licensing, the exclusive representative of all Mattel Consumer Products in South Africa.
“Playing feeds kids’ imaginations and playing with important role models such as their parents, helps kids learn those critical life skills they need to create relationships, negotiate tricky situations, innovate, take risks and succeed in life. The Hot Wheels cars, track sets, remote control cars and other products available in our market epitomise fun, exploration and innovation in play. And of course, when you do it with dad, it’s triple rad.” says Fritz.
