Greenpeace versus Mattel: A social media battle over rain forest [UPDATED]

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The battle between Mattel, the world’s biggest toy company, and Greenpeace, one of the world’s largest environmental groups, moved into a social media combat phase Wednesday as more than 180,000 people viewed a spoof video of Ken breaking up with Barbie over rain forest destruction. The video, featured on various nations' Greenpeace sites as well as on YouTube, was translated into 18 languages.

The video was part of a sophisticated global campaign mounted against the El Segundo company for allegedly using packaging derived from Indonesian rain forests to wrap its Barbie and Ken dolls and other toys.

Greenpeace, which has 2.8 million members and offices in 41 countries, is counting on social media to carry its message. Its website enables visitors to send a letter to Mattel's CEO and share campaign information on Twitter and Facebook with a few clicks of a mouse.

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Los Angeles Times
Margot Roosevelt
Wednesday, June 8, 2011

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