How Mattel’s Nancy Molenda Is Turning 80 Years Into 80 Moments of Purpose …
Celebrating 80 Years of Philanthropy, Play, and Global Impact
As Mattel commemorates its 80th anniversary, the company isn’t just reflecting on a storied past of iconic toys—it’s doubling down on a bold vision of purpose. The “80 Moments for 80 Years” campaign is a global philanthropic initiative that brings Mattel’s belief in the power of play to life through 80 community activations in partnership with more than 80 nonprofits across the world.
At the center of this milestone is Nancy Molenda, Vice President of Global Corporate Events and Philanthropy, who leads the company’s “Play it Forward” movement and oversees the Mattel Children’s Foundation. In this wide-ranging interview, she offers insight into what it takes to build cause marketing campaigns with soul, drive brand relevance with empathy, and forge lasting nonprofit partnerships.
“Play is how children learn resilience, creativity, and empathy,” she says. “But it doesn’t look the same everywhere. In one community, it’s toys. In another, it’s safe spaces or storytelling. We adapt by listening first. Our goal is to make play meaningful—no matter the context.”
What “80 Moments” Really Means
“80 Moments for 80 Years” is more than a campaign—it’s a global reminder that even small acts of joy, powered by purpose, create ripple effects far beyond a single toy or gesture. From UNO tournaments that bridge generations to Barney visiting children’s hospitals, the goal is to recognize the emotional and connective power of play.
“You may never know all the lives you’ve touched,” Nancy Molenda explains, “but that’s what makes this work so lasting.”
Nancy Molenda outlines Mattel’s 80th anniversary program.
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The Brave Barbie Effect
One of Mattel’s most powerful programs, Brave Barbie, has given strength and companionship to children undergoing cancer treatment or experiencing hair loss. With this year’s global expansion—including the introduction of Brave Ken—Mattel is working with organizations like RMHC, Starlight Children’s Foundation, and Save the Children to distribute 10,000 dolls worldwide.
“Representation matters,” Nancy Molenda notes. “These dolls serve as a source of courage during life’s hardest moments. They say: You are brave, strong, and beautiful.”
Nonprofit Partners
In the U.S., Mattel will celebrate 20 years of partnership with Save the Children by supporting the organization’s “Make Summer Fair” initiative, which helps fill critical gaps in early learning in rural America by providing various ways for children to learn and engage over the summer. Other U.S. partners include Ronald McDonald House Charities (RMHC), Easterseals Disability Services, Feed the Children, Good+Foundation, Girls Inc., The Salvation Army, and more.
In EMEA, Mattel will support BILD hilft e. V. Ein Herz für Kinder and Tafel Deutschland, Stützende Hände and Deutsche Kinderkrebsstiftung (German Child Cancer Foundation) in Germany, with more partners to be shared soon.
In Latin America, Mattel will also support Save the Children, Aldeias Infantis in Brazil (advocating for children’s right to family) and COCREA in Colombia (promoting local sustainability in the cultural and creative ecosystem).
In APAC, Mattel will support Starlight Children’s Foundation in Australia, Rotary Club of Hangzhou in China, Special Olympics in Hong Kong, Access India and Premnidhi Special School in India, The Kindness Collective in New Zealand, and SAO BIEN in Vietnam.
Mattel is also helping Make-A-Wish to grant wishes for children facing a critical illness. Recently, Hot Wheels, the world’s #1 selling toy, according to Circana, LLC, Retail Tracking Service, helped grant a wish to a child and their family. They received a personal tour of Mattel’s Handler Team Design Center in El Segundo, California, where they met with Hot Wheels designers. The experience culminated with the child receiving a one-of-a-kind custom Hot Wheels car. Additional wishes will be granted during World Wish Month in April, with Mattel offices worldwide participating.
The Lifecycle of Purposeful Partnerships
Nancy Molenda outlines four key phases in Mattel’s cause marketing efforts:
- Research & Listening
- Design & Resonance
- Storytelling & Inspiration
- Sustainability & Scale
She emphasizes that campaigns must move beyond the moment and be built into a brand’s DNA. The Barbie Dream Gap Project, launched in 2018, is a prime example of ongoing purpose—not a one-time initiative. “Each year we challenge ourselves and our partners: how do we go deeper, deliver stronger results, and build programs that last?”
“Authenticity comes from alignment,” she says. “We only partner when we can accomplish something together that neither of us could do alone.”
Defining Success: More Than Metrics
While Mattel tracks donations, toy distribution, and nonprofit engagement, Nancy Molenda says that emotional impact is just as important as quantitative data. “Sometimes success is the joy of a child playing with a toy in a hospital bed or a family bonding over a game of UNO,” she says. “The ripple effect lives on in ways we can’t always track—but we feel them.” Those intangible, human stories are often the most powerful metric of all.
She notes that philanthropic success is about striking a balance. It’s about how the work resonates, inspires, and endures—not just the numbers on a spreadsheet. “Our ripple effect mentality, our Play it Forward spirit, all come to how we view impact. These are moments in time when a child, an adult, or someone who shares a play experience sparks joy and connection. This is the result we’re looking for, and an impact that extends far beyond what we can track.
Advice for Other Purpose-Driven Brands
Nancy Molenda encourages other companies to define their core values first, then find nonprofit partners who truly reflect them. “Ask the hard questions,” she says. “Can we spark a movement—not just a campaign?”
ABOUT NANCY MOLENDA
Nancy Molenda is an accomplished Vice President specializing in Global Corporate Events and Philanthropy at Mattel. With over 25 years of experience in event management and corporate philanthropy, she has a proven track record of designing impactful philanthropic programs and managing high-profile corporate events. Her career at Mattel began as an Administrative Coordinator, where she honed her skills in meetings and events, eventually leading her to senior leadership roles. Nancy’s expertise extends beyond event planning; she excels in brand development, marketing strategy, and relationship building, making her a key asset in enhancing corporate identity and community engagement. She is passionate about leveraging creativity and strategic thinking to drive successful initiatives and foster meaningful connections within the community.
