HOUSTON, TX – February 1, 2017 – On Thursday, February 2nd, Lady Gaga’s Born This Way Foundation will open KindLI at Super Bowl LI’s NFL Experience in Houston. The pop-up activation is part of the Foundation’s #KickOffForKindness campaign which is calling on fans to use the biggest game of the year as an opportunity to be kind. Made possible by Born This Way Foundation’s partnership with Mattel and Monster High – a toy brand that empowers kids to express their individuality and promotes kindness and inclusivity – KindLI invites the Houston community and fans from both teams to learn more about the Foundation’s mission to build a kinder and braver world, donate to local non-profits, and help create the first in a series of Kindness Benches that will be given to elementary schools around the country.

For those watching at home, Born This Way Foundation is teaming up with Twitter to ask fans to host a #KickOffForKindness Watch Party by inviting their guests to participate in small, meaningful acts of kindness during the game. To thank hosts for participating, Born This Way Foundation will select five to receive tickets to an upcoming Lady Gaga show. In order to be eligible to win, hosts must submit their Watch Party by midnight PST on Tuesday, February 7th.

“My daughter and I are so excited that Born This Way Foundation is bringing #KickOffForKindness to Houston,” said Born This Way Foundation President and Co-Founder Cynthia Germanotta. “Whether by visting KindLI at the NFL Experience or by hosting or attending a #KickOffForKindness Watch Party, we want everyone to use game day this year as an opportunity to be kind. Now more than ever we need to treat one another with compassion and generoristy and even small acts can have big impacts.”

Located in Hall D at the George R. Brown Convention Center, KindLI will be open from Thursday, February 2nd through Sunday, February 5th at the following times:

• Thursday, February 2nd - 3:00 PM to 10:00 PM

• Friday, February 3rd - 10:00 AM to 10:00 PM

• Saturday, February 4th - 10:00 AM to 10:00 PM

• Sunday, February 5th - 10:00 AM to 3:00 PM

About Born This Way Foundation

Led by Lady Gaga and her mother Cynthia Germanotta, Born This Way Foundation was founded in 2012 to support the wellness of young people and empower them to create a kinder and braver world. To achieve these goals, Born This Way Foundation leverages rigorous academic research and authentic partnerships in order to provide young people with improved mental health resources, more positive climates, and kinder communities – online and offline. Working with more than 50 non-profit organizations, Born This Way Foundation has connected more than 150,000 young people with services and programing in their communities. The Foundation is also working to improve understanding of the factors that affect youth wellness and empowerment, collecting data from more than 15,000 young people as part of its Born Brave Experience Survey currently in its third phase. Learn more at bornthisway.foundation.

About Mattel

Mattel is a creations company that inspires the wonder of childhood. Our mission is to be the recognized leader in play, learning and development worldwide. Mattel’s portfolio of global consumer brands includes American Girl®, Barbie®, Fisher-Price®, Hot Wheels®, Monster High® and Thomas & Friends™, among many others. Mattel also creates a wealth of lines and products made in collaboration with leading entertainment and technology companies. With a global workforce of approximately 31,000 people, Mattel operates in 40 countries and territories and sells products in more than 150 nations. Visit us online at www.mattel.com.