Mattel has teamed up with advertising agency BBDO San Francisco to launch a new Hot Wheels brand campaign called Challenge Accepted. The campaign will focus on the challenges the brand provides to kids in order to help them build confidence and develop the skills they’ll need to take on the world.

Different icons—including a magnifying glass that symbolizes problem-solving and a light bulb that represents creativity—are designed to help parents identify the benefits each Hot Wheels product provides.

The Challenge Accepted initiative will kick off with a minute-long video (featuring a mother and son) that will air during NBC’s American Ninja Warrior in an effort to reach a co-viewing audience.

A multi-year, 360-degree marketing effort will support the campaign and will span television, cinema, social and digital aspects.

This campaign is Mattel’s most recent multiplatform push to promote the Hot Wheels. The company recently partnered with Fullscreen to launch a Hot Wheels Digital Content Innovation Team, which will tap Fullscreen’s top creators to make content for the brand’s online fans. The partnership with Fullscreen will see Mattel increase the amount of premium kids and family content by 61% and reach an estimated 800 million monthly video viewers.

Both the Hot Wheels Innovation Team and the new Challenge Accepted campaign are in line with Mattel’s five-pillar strategic plan to make major strides in creating digital content, internet-connected toys and products that promote learning. The strategy will see the company focus on building its Power Brands–which includes Hot Wheels, along with Barbie and American Girl–into 360-degree connected systems of play and experience.