Global Locations


PR Value


Traditional Mexican Doll


We were approached by Bee Mexico to be their agency partner for their global world tour of Muneca Maria. The


The origin of Amealco's handmade doll goes back to the time of the Spanish conquest in Mexico; and it arises in a broad territory comprised by the state of Michoacán and the State of Mexico. However, it is in Amealco, a town in the state of Querétaro, where this tradition becomes relevant and is rooted in the local culture.

Initially they were elaborated by the original Mazahua group, as a cheaper alternative to toys from Spain; and soon they gained notoriety among locals and foreigners. Over the years, these dolls began to be called "Marías", which was the colloquial name given to the indigenous Mazahuas, who produced and sold them.


Nowadays, the elaboration and sale of the dolls provides the sustenance for thousands of indigenous families of Amealco, placing Querétaro like the main impeller of this tradition in Mexico. For this reason, on September 1, 2017, the doll was named by the Mexican Executive as the Querétaro’s cultural heritage and a representative of Mexican traditions.


With this tour the state of Querétaro aims to publicize its cultural heritage worldwide and establish the importance that craftsmanship has for the state and the indigenous community of Amealco.

Therefore, it was decided to carry out this action that will show the work and history behind the doll as the economic and cultural engine of the area


Action Required


site visits, site selection, advertising and marketing


production partnerships, logistics and working with our supply chain to make the journey and set up as soon as possible!

Photography & Videography

We brought in our network of photographers and videographers for campaign shots and moving imagery

Licensing // H&S

We organised all Health and Safety and necessary licenses to ensure the doll was able to be erected in iconic locations.



The trip takes a tour of 4 cities on 3 different continents: Madrid, London, Shanghai and Sydney. At each point a simile of the doll was installed on a large scale dressed in a dress designed by indigenous craftswomen; In addition, in these sites the local population was offered information on crafts, its manufacture, history and cultural importance for Querétaro and the world.