The business will include global creative work, as well as media planning and buying for the division, which also includes Disney and Nickelodeon properties.
The work was previously held by Foote Cone & Belding, part of the Interpublic Group of Companies, but the agency withdrew from the review in June. However, it has now taken on the entire Fisher Price infant and pre-school character brands account, also part of Mattel. It used to share this account with Y&R.
Sister agency Ogilvy & Mather previously handled the overseas business for the boys' toys. It continues on other parts of the international creative brief for Mattel.
Mattel, home of Barbie, began a review in May in order to maximise the efficiencies of its advertising roster.
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