Mattel partnered with Mercedes-Benz USA to create and market a toy car designed to challenge gender stereotypes.

Mattel and Mercedes-Benz USA teamed to show children-particularly girls-that there are no limits to what they can aspire to be with a massive toy giveaway. The two companies collaborated to create a toy replica Matchbox miniature of the Mercedes-Benz 220SE, the car driven by female driver Ewy Rosqvist when she shattered world records to win the three-day Argentinian Grand Prix.

The campaign gave away the aforementioned toy car in first grade classrooms across the U.S. It also was sold in stores nationwide. Proceeds from those toy sales were used to produce and distribute more replicas of the 220SE.

The partnership was promoted by a short film, "No Limits," in which young girls choose to play with toy cars after watching a clip of Ewy Rosqvist.