Mattel Is Working With Young Influencers and Their Families to Inspire Kids to Be Superheroes

Partnerships with YouTube stars help promote empowerment

Bailey (l.) and Brooklyn McKnight, who have 4 million YouTube subscribers, brought school supplies to South Africa. YouTube: Brooklyn and Bailey

When Mattel asked influencers to do some good in the world to help celebrate its first annual DC Kids Super Hero Month, the McKnights and other social influencer-filled families leapt into action.

@samimain sami.main@adweek.com Sami Main is social editor for Adweek, where she posts Adweek content onto social platforms and looks for creative ways to communicate what's new.