A Mercedes-Benz Partnership with Mattel to Create a Toy Car That Challenges Gender Stereotypes to inspire the next generation of women drivers.
With the automotive industry so heavily dominated by men, Mercedes-Benz wanted to leverage its rich history of incredible women who have propelled the industry forward.
We launched a campaign for Women’s history month about a legendary racer, Ewy Rosqvist - the first woman to ever win an international Grand Prix race. But we didn’t stop with our history - we turned to the future with Ewy’s story to inspire the next generation- showing girls that they truly have no limits as to who they aspire to be.
We partnered with Mattel to release Ewy’s iconic car as a Matchbox toy car for girls, to challenge the gender stereotypes surrounding girls in play. We’re setting out to change the idea that toy cars are just a ‘boy’s toy’, and that racing can be for women, too.
The toy cars are being gifted to thousands of first graders, and sold in stores across the country starting later this year.
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