Case Study: Mattel drives buzz and immersive brand engagement with Backlash's Moonspell Magic experience

Mattel draws 3,900 visitors in one day with Backlash

Mattel tasked Backlash with creating an immersive launch event for its new Monster High Moonspell Magic doll line. The challenge was to drive buzz, social content, product awareness, and sales through a brand-authentic experience for both UK and US audiences.

Backlash transformed the Outernet's Now Trending space into a magical realm using wraparound screens, sound, lighting, and custom 3D structures. They created a spellbinding journey where guests completed themed activities to join a coven. The solution was hugely successful, breaking records with 3,900 visitors on opening day and nearly 1,750 participants interacting across the entire weekend.

Mattel