Mattel gets on board with SapientNitro

By By David Blight | 5 May 2011

Global toy manufacturer Mattel has appointed SapientNitro to handle a pre-Christmas campaign for its Thomas & Friends Trackmaster brand.

The agency won the year-long project after a three-way shootout which kicked off in March, and will be working with Mattel's media agency Carat to roll out the campaign by September.The project will involve television, digital, social media, retail integration and possible outdoor. 

Mattel marketing director Meagan Reay said: "SapientNitro has developed a campaign to build strong connection with parents in the lead up to Christmas, encouraging dialogue and awareness for the Thomas & Friends Trackmaster brand and the launch of new destination toys."

SapientNitro managing director Paul Bennett said: "This is a really exciting project for SapientNitro. We have developed a creative and integrated business solution using social media and retail experience for a brand steeped in heritage, with deep emotional resonance for many parents and kids alike.  We are looking to build on the popularity that the motorised Thomas & Friends Trackmaster toy has in other markets."

Mattel is the world's largest toy company, producing brands such as Fisher Price, 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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