EXCLUSIVE: Mattel-owned toy company Fisher Price has appointed Clemenger BBDO Melbourne to handle a tactical project, after a three-way pitch.
The agency will be creating work for the Fisher Price masterbrand, with work set to hit the market in the second half of this year.
Mattel marketing director Meagan Reay told AdNews: "The agency really showed us an insights-led response to the opportunity."
Fisher-Price senior marketing manager for infant and pre-school Melissa O'Sullivan said: "They excited us with their fresh ideas. We are looking forward to a collaborative and successful relationship."
Fisher Price does not currently have a creative agency of record. Locally, Mattel works with agencies on a project-by-project basis.
Globally, Mattel's agency of record is Ogilvy & Mather in California. Fisher Price's global creative agency is Y&R New York, although the account is currently under review.
Mattel's retained media agency is Carat.
O'Sullivan's remit as marketing manager for infant and pre-school places her in charge of both Fisher Price and Thomas & Friends. Last month, Mattel appointed SapientNitro to handle a pre-Christmas campaign for its Thomas & Friends Truckmaster brand.
Mattel is the world's largest toy company, producing brands such as Fisher Price, Thomas & Friends, Barbie Dolls, Hot Wheels and Matchbox cars. The company's estimated main media spend was $6.7 million in the 12 months to March 2011, down from $8.1 million in the prior period, according to Nielsen.
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