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This Mattel ‘We Create’ campaign is at once humble and boastful. The three prints conceived by the Ageisobar advertising agency of Sao Paulo, Brazil, demonstrate the mere model toys that the company manufactures contrasted with images that such playthings foster through the kid’s creative power.
The left hand side of each print features a plastic knickknack including a T-Rex, a toy car and a Barbie doll with butterfly wings. Above each of these images on a white background reads the words “We create.” “Your kid imagines,” is found on the right side of the ads amidst a fantastical scene featuring each object. The plain backdrop is replaced by a full colorful world in the Mattel ‘We Create’ campaign, and the toys expand and take on a life of their own.