Event Portfolio Event Portfolio 2006-20082006-2008

By Kedrova Ekaterina By Kedrova Ekaterina

Promotion Special EventsPromotion Special Events “Barbie. Glance from Russia”“Barbie. Glance from Russia” First Russian Barbie First Russian Barbie

AuctionAuction

• 43 Barbie dolls were dressed by 43 Barbie dolls were dressed by

23 famous Russian clothes 23 famous Russian clothes

designers. designers.

• 2 major events – Grand opening 2 major events – Grand opening

(for parents with children) and (for parents with children) and

gala-dinner with charity auction gala-dinner with charity auction

at the end (for celebrities) at the end (for celebrities)

• All BarbieAll Barbie dolls were sold, gained dolls were sold, gained

money $151 000 went on the money $151 000 went on the

charity.charity.

• Press coverage: TV, Prints Ads, Press coverage: TV, Prints Ads,

Internet, Newspapers, Internet, Newspapers,

Magazines. Magazines.

Promotion Special EventsPromotion Special Events

“Barbie. Glance from “Barbie. Glance from Russia”Russia”

The Russian Ministry of The Russian Ministry of Healthcare Actively participated Healthcare Actively participated in this project. in this project.

The Russian Ministry of The Russian Ministry of Healthcare Actively participated Healthcare Actively participated in this project. in this project.

Each Barbie doll had a special certificate with name of Each Barbie doll had a special certificate with name of designer. designer.

Auction showed that Russian society is ready for Auction showed that Russian society is ready for charitycharity

AAUUCCTTIIOONN

Special eventsSpecial events

Wedding FairWedding Fair• Location: Renaissance Moscow Hotel• Publicity: Celebrities and Russian Elite • Wedding Fashion show

Special eventsSpecial events

Restaurant “Zolotoy”Restaurant “Zolotoy”• Date: 15/04/07• Location: Restaurant

“Zolotoy”• Sponsors: Barbie, UNO,

BMW, Bon Point• Guests: celebrity

parents with children 2-12 years old

• Total quests more then 200 people

Special eventsSpecial events

1st of June Kids protection 1st of June Kids protection dayday• Event was organized for children, who’s

parent suffered from all kinds of terrorism and extremism

• Place: Hermitage garden• Program: Interactive entertainment

games with prizes• ToyDiCo: Promo with 4 Barbie-girls, 2 Hot

Wheels- boy, interactive demonstrations, giving out the catalogues, greeting guests at two main entrance: VIP and general, giving out prizes from Barbie and Hot Wheels.

• Our logo on the invitation (basically showing our input into this event)

• Two banners with images of Hot Wheels and Barbie near the entrance to make pictures with guests

• Wide PR and TV coverage

• With support of FBI

Press-conference InterfaxPress-conference Interfax

Mattel Press-conference, Moscow, 6th of September

Celebrity party “Bye-bye summer” Celebrity party “Bye-bye summer” Restaurant “Bistro”Restaurant “Bistro”

Location: Restaurant “Bistrot” Time: September, 26th Concept: Annual party for celebrities Purpose: To promote UNO as a trendy fun game among celebrities

Festival “Domashniy Ochag”Festival “Domashniy Ochag”

Location: Center of MoscowTime: Week-endPlace: Central Art HouseConcept: Family festival Purpose: To rise customers loyalty

To introduce new lines Play zones for children

Festival “Domashniy Ochag” Festival “Domashniy Ochag”

Introduction of Scrabble Junior

Mini tournaments through all event: Scrabble, Scrabble Junior,UNO

Toy Fair “Mir DetstvaToy Fair “Mir Detstva-2007-2007””

Location: Exhibition Expo centerTime: 3-7th of OctoberConcept: Toy Fair Purpose: Imaging, Brad presence, increase consumers and customers awareness, find new potential partners.

Visit of Dr. Kathleen AlfanoVisit of Dr. Kathleen Alfano

Location: Center of MoscowPlace: Hotel Baltschug Kempinsky Time: 17th of OctoberConcept: Kids psychological development and effect of toys.Tatiana Lazareva was leading the conference.

Visit of Dr. Kathleen AlfanoVisit of Dr. Kathleen Alfano

Play groundPlay ground

• Donation of toys to charity funds: “Blagodetel” and “Planet of piece”

CharityCharity

In-Store Projects. Barbie Shop-in-ShopIn-Store Projects. Barbie Shop-in-Shop

Special EventsSpecial EventsHot Wheels and JetixHot Wheels and Jetix

www.jetix.ru/hotwheels

Date:18.02-1.04.2008Concept: • A Hot Wheels web site at www.jetix.ru• HW banners at www.jetix.ru• HW Brand Equity TVC at Jetix TV• Terms of campaign:

• Register on www.jetix.ru/hotwheels• Create your own cool e-card• Send it to a friend • Get a voucher with 10% discount for whichever Hot Wheels toy at

any Detsky Mir store

Special EventsSpecial EventsHot Wheels and JetixHot Wheels and Jetix

Special EventsSpecial EventsPremierPremier Spiderweek chroniclesSpiderweek chronicles

DateDate: 19 : 19 of Marchof March PlacePlace: : Fomula KinoFomula Kino EuropeEurope• Rotation of UNO TVC Rotation of UNO TVC right before the movie, right before the movie, in 6 halls of the cinema in 6 halls of the cinema + 25 plasma panels in + 25 plasma panels in the foe the foe

• Brands represented:Brands represented: Barbie, HW, UNO, Barbie, HW, UNO, MeccanoMeccano

• Presents for Kids byPresents for Kids by Barbie &Barbie &Hot WheelsHot Wheels

Special EventsSpecial EventsRace show Race show Star GalaxyStar Galaxy

DateDate:: 29 29thth of March of March

PlacePlace:: Entertainment center for kids-Entertainment center for kids- “Star Galaxy”“Star Galaxy”

ThemeTheme:: Demonstrations of newDemonstrations of new Hot Wheels tracks Hot Wheels tracks

““Trick Tracks” and line of Meccano – “Tuning”Trick Tracks” and line of Meccano – “Tuning”

Special EventsSpecial EventsGrand opening “Letniy Sad”Grand opening “Letniy Sad”

DateDate:: 1515thth of May of May

PlacePlace:: Hotel Renaissance Summer Garden RestaurantHotel Renaissance Summer Garden Restaurant

GuestsGuests:: VIP clients of Hotel Renaissance: head managers,VIP clients of Hotel Renaissance: head managers,

Representatives of premium segment companiesRepresentatives of premium segment companies

Special EventsSpecial EventsScrabble Guinness Record Scrabble Guinness Record KrasnoyarskKrasnoyarskDateDate:: 3030thth of May of May

PlacePlace:: Krasnoyarsk, exhibition gallery Mix Max Krasnoyarsk, exhibition gallery Mix Max Events:Events:

• Achieving a new World Guinness Record of maximum number of Achieving a new World Guinness Record of maximum number of Scrabble game played simultaneously.Scrabble game played simultaneously.

• Russian Scrabble championship.Russian Scrabble championship.• Scrabble Day at Krasnoyarsk.Scrabble Day at Krasnoyarsk.

Special EventsSpecial EventsPink Party Renaissance Hotel Pink Party Renaissance Hotel

DateDate:: 1818thth of June of June

PlacePlace:: Hotel Renaissance Hotel Renaissance

GuestsGuests:: VIP clients of Hotel Renaissance: VIP clients of Hotel Renaissance:

head managers,head managers,

Representatives of premium segment companiesRepresentatives of premium segment companies

Special EventsSpecial EventsMajor Auto & ScrabbleMajor Auto & Scrabble

&

DateDate:: 33rdrd and 25 and 25thth of July of July

PlacePlace:: Major City Major City

GuestsGuests:: Major HoldingMajor Holding VIP clients VIP clients

Event: Jazz Party Volkswagen Toureg and Event: Jazz Party Volkswagen Toureg and

Sporty Grand Premier of Volkswagen TiguanSporty Grand Premier of Volkswagen Tiguan

Starting from July 2008 Scrabble has become an intellectual partner of Starting from July 2008 Scrabble has become an intellectual partner of Major auto holding – Largest Automobile Holding in Russia Major auto holding – Largest Automobile Holding in Russia www.major-auto.ru

Jazz Party Volkswagen TouregJazz Party Volkswagen TouregSporty Grand Premier of Volkswagen TiguanSporty Grand Premier of Volkswagen Tiguan

Special EventsSpecial EventsPiPiссk-Nik-Niс с Afisha Afisha

DateDate:: 1919thth of July of July

PlacePlace:: Park Kolomenskoe Park Kolomenskoe

Time: All day longTime: All day long

Over 65 000 peopleOver 65 000 people

Special EventsSpecial EventsPiPiссk-Nik-Niс с Afisha Afisha

Tony Watkins & ScrabbleTony Watkins & Scrabble

Tony Watkins- leader of “Smokebreakers” (www.smokebreakers.com) And President of Electronic Arts Russia (www.electronicarts.ru)

Hot Wheels & Nikolay FomenkoHot Wheels & Nikolay Fomenko

Nikolay Fomenko as a Brand ambassador for Hot Wheels from September 2008 to August 2009

Connections and partnersConnections and partners

Thank you for attention &Thank you for attention &See you soon See you soon

Best Regards,Best Regards,

Kedrova Ekaterina Kedrova Ekaterina