Fisher-Price × Megmilk Snow Brand 'Power of Engagement' Project Phase 2: Nurturing Children's Non-Cognitive Skills Through Meals and Play

Matel International K.K., the Japanese subsidiary of global toy manufacturer Mattel Inc. (Headquarters: Chuo-ku, Tokyo; President & CEO: Eizo Ishii), and Megmilk Snow Brand Co., Ltd. of the Snow Brand Milk Group (Headquarters: Minato-ku, Tokyo; President & CEO: Masaya Matsunaga), have launched the second phase of their joint initiative, the 'Power of Engagement' Project, centered on the shared corporate philosophy of supporting healthy infant development. This collaboration features co-branded products that promote child growth through meals and play.

URL: www.amazon.co.jp/promotion/psp/A2GE1PCJKLR9AU?ref=beanstalk

The second phase of the 'Power of Engagement' Project, a collaboration between Megmilk Snow Brand and Fisher-Price based on the theme of 'the importance of healthy infant development,' is being conducted in cooperation with Amazon, offering a 5% discount for simultaneous purchases of selected items. As part of the first phase, an online survey on child development was conducted among members of Megmilk Snow Brand's members club 'Mamecomi' who have infants aged 0 to 12 months, revealing parental concerns about child development and their awareness and practices regarding early childhood education.

Reference press release: https://www.beanstalksnow.co.jp/%e6%9c%aa%e5%88%86%e9%a1%9e/8181/

[Second Phase Amazon Campaign Period]

July 14, 2026 (Tue) 9:00 AM – July 31, 2026 (Fri) 11:59 PM

During this period, customers who purchase selected Megmilk Snow Brand and Fisher-Price products together on Amazon will receive a 5% discount.

URL: www.amazon.co.jp/promotion/psp/A2GE1PCJKLR9AU?ref=beanstalk

[Eligible Products]

<Megmilk Snow Brand Products>

- Sukoyaka M1 800g

- Sukoyaka M1 Stick (13g x 7 sticks)

- Sukoyaka M1 Mini Stick (6.5g x 24 sticks)

- Sukoyaka M1 300g

- Tsuyoi-ko 800g

- Tsuyoi-ko Stick (14g x 8 sticks)

<Fisher-Price Products>

- First Blocks Rainforest

- Goodnight Otter

- Kick & Play 4-Way Bilingual Piano Gym

- Wobbly Tower (Eco)

- Pop-Up Popper Vehicles

- Wobbly Tower Coin Slot

- Parent & Child Matching Coffee Cup Teether

- Chatter Phone

- Alligator Stomp!

[Background of the Collaboration]

Fisher-Price is a globally trusted educational toy brand that supports children's cognitive and physical development through play. Based on research conducted at its Play Lab, the brand designs toys that foster attachment, sensory development, and parent-child communication, aiming to support healthy child development and enrich family parenting experiences.

Megmilk Snow Brand operates under the corporate philosophy of 'supporting the health and vibrant lifestyles of babies, mothers, and families.' Leveraging over half a century of breast milk research, the company develops high-quality infant formula that closely mimics breast milk, along with nutritional supplements for mothers and other childcare-related products and services.

Both companies share the core belief in the importance of healthy infant development and plan to continue their collaborative initiatives.

About Megmilk Snow Brand Co., Ltd.

Guided by the mission 'We, Megmilk Snow Brand, support the health and vibrant lives of babies, mothers, and families,' the company researches, develops, manufactures, and sells infant formula, baby food, functional foods, and related products. Drawing on over 70 years of breast milk research, it delivers high-quality infant milk formulas that closely resemble breast milk. Additionally, the company offers adult milk products based on infant nutrition research and oral care products essential for maintaining physical and mental health and enhancing quality of life (QOL) for the entire family.

URL: https://www.beanstalksnow.co.jp/

[Member Site and Official SNS Channels]

- Members Site 'Mamecomi'

Provides fun parenting support information and a consultation service with professional nutritionists to support joyful family life with babies.

Regular parenting tips are delivered via email newsletter.

URL: https://www.mamecomi.jp/

- Official Instagram: Sharing adorable photos from parents and campaign updates!

URL: https://www.instagram.com/beanstalk_official/

About Fisher-Price

Fisher-Price, a baby and preschool toy brand under Mattel, celebrated its 90th anniversary in 2020. It holds the No.1 global market share* and is sold in over 150 countries. Products are tested by children at the 'Play Lab' research facility. Each year, over 450 new product concepts are developed with input from more than 2,500 children and their parents. The brand prioritizes safety and durability, meeting international safety standards and enforcing even stricter internal guidelines.

Official Website: http://mattel.co.jp/toys/fisher_price/

Play Lab Details: https://mattel.co.jp/fisher_price/playlab/

Parenting Tips from Play Lab: https://mattel.co.jp/fisher_price/smilestones/index.html

*The NPD Group/2022/USD Infant, Toddler & Preschool Toy Category

About Mattel

Mattel is a leading global toy and family entertainment company, home to iconic brands including Barbie®, Hot Wheels®, Fisher-Price®, Thomas & Friends™, UNO®, Matchbox®, MEGA®, Polly Pocket®, and Masters of the Universe®. Through these and other popular entertainment brands, Mattel delivers toys, content, consumer products, digital experiences, and live events. Since its founding in 1945, Mattel has proudly served as a trusted partner, helping people of all ages retain the curiosity and wonder of childhood.

Official Website: https://mattel.co.jp/