The Press Office: Volume 1
Mattel Draws 4
Image credit: Zach Hilty/BFA.com
Undoubtedly one of the most popular card games in the world, Mattel's UNO has been dealt the best hand in recent times thanks to their broader strategy to become a multi-generational lifestyle brand. In a world dominated by digital entertainment and technology, brands like Mattel are leaning into physical experiences and real-life connection to build brand loyalty and connection, especially with Gen Z audiences. We saw the success of Barbie as a cultural icon, and we're seeing Mattel roll out their new strategic direction across the portfolio of brands.
The 2025 Met Gala's co-chair, Pharrell Williams hosted a post-gala extravaganza, with UNO being the star of the show. The after hours, star-studded exclusive UNO tournament was a winning combination; played by the globe's biggest stars and viewed by the world in entertainment's night of nights. Mattel reimagined the nostalgic game in a bold, culturally charged setting by partnering with co-chair and style icon as their brand steward, blending global visibility, cultural credibility, and play driving an entertainment-first strategy designed to spark a new feeling for Gen Z's, a generation who seek authentic connection in an increasingly digital world. Following Pharrell's after-party came a worldwide conversation where UNO, the 80-year old card game was in the same sentence as Met Gala and Kim Kardashian. A cultural movement was created and suddenly UNO is cool.
Mattel continues to flip the script on play with its recent announcement of UNO Social Club debuting on the Glitter Strip which garnered worldwide attention for all the right reasons. Housed above The Palms Casino floor in one of the gaming capitals of the world, Las Vegas, the first-ever UNO Social Club has been designed to transform dining table game nights into an immersive experience for all ages.
Mattel's Vice President and Global Head of Games at Mattel, Ray Adler said "We created UNO Social Clubs to reimagine what game night can be - bringing people together for real-world fun, connection, and a bit of friendly competition."
With the social proof from Pharrell's VIP Celebrations, the nostalgic card game's strategy continues, turning into a high-energy nightlife destination, merging UNO's playful legacy with IRL connection to create authentic, shared experiences that turn a feeling into a memory. UNO Social Club exists as another proof point Mattel are continuing to draw 4, thriving in culture not just on a dining table.
Which brand in Mattel's portfolio is up next? It's a game of chance.
InterContinental officially checks into Brisbane
Tasked with developing the brand voice and positioning ahead of its opening, we strategically delivered a publicity campaign to launch the first InterContinental brand in Brisbane. Primely positioned in the heart of Brisbane's CBD, the brand has entered a new era in Queensland, providing guests a new era of cultural discovery within the city through all-new guest programming and service excellence.
Come 2026, the Elizabeth street property will undergo an 18-month transformation, embracing innovation, diversity, and cultural discovery where world-class tourism, entertainment, and dining seamlessly integrate into Brisbane's CBD ahead of 2032. This marks the brand's third iconic property across Queensland, including InterContinental Hayman Great Barrier Reef and InterContinental Sanctuary Cove on the Gold Coast, cementing its position as a leader in luxury and lifestyle experiences in the state.
The swift three-week campaign turned heads and created word-of-mouth conversations, garnering local, national, and international attention across traditional print, broadcast, and online mediums. Over 19 million travel enthusiasts were reached with a total of 53 pieces of coverage shared and 27 brand mentions on social media. We took over the news cycle, with 22 stories shared within the 24-hours of the release being distributed.
And that's how we do it here at Pressed. PR! Read more about our campaign here