Toyco Mattel launched its first-ever Spanish-language multi-brand US marketing campaign, dubbed “toy feliz,” this weekend in L.A., Houston and Miami.

The marketing campaign includes TV and radio advertising on Spanish-language broadcaster Univision, a retail partnership with Walmart stores in approximately 200 locations, a bilingual website, geo-targeted coupons and printed advertising inserts in the participating markets. The initiative spans multiple Mattel brands including Fisher-Price, Hot Wheels and Barbie.

As part of this campaign, Mattel has partnered with PADRES Contra El Cáncer (PADRES), a non-profit organization that provides emotional and financial support, as well as bilingual health education, to children with cancer and their families.

Mattel is sponsoring PADRES Contra El Cáncer’s annual holiday parties, as well as making toy donations to PADRES families at local hospitals in Miami and LA.