Mattel Toys With $50m Creative Assignments

30 May 2002

Toy giant Mattel has put three pieces of creative business into review, with combined billings estimated at $50 million (£34m; €54m).

Foote Cone & Belding in Chicago and El Segundo is incumbent on the two US accounts up for grabs: one for the boys and entertainment arm (e.g. male action figures), and one for infant/pre-school licensed entertainment (e.g. Disney and Sesame Street tie-ins).

The other piece of Mattel business under review is a variety of international duties, currently handled by Ogilvy & Mather in Culver City, California – the same agency that services Barbie.

According to the client, only shops that have already worked with Mattel will be invited to take part. Media duties, handled by WPP duo Mediaedge:CIA and MindShare, are not affected.

Data sourced from:; additional content by WARC staff