Zenith leapfrogs ZenithOptimedia has won the 2m UK media business for LeapFrog, the US-based toy manufacturer, from incumbent Initiative Media.
The news follows the appointment of ZenithOptimedia in the US earlier this year.
Initiative has handled the media business since March last year.
LeapFrog, which is the third largest toy manufacturer in the US, launched officially in the UK in January 2000 and now produces more than 50 sorts of pre-school and infant electronic and interactive toys.
To date, LeapFrogs marketing strategy has focused primarily on television and print media. The main activity expected to come out of ZenithOptimedia this year will be advertising for LeapFrog s products during the run up to the busy Christmas period.
ZenithOptimedia will be working across the entire Leapfrog range to make it a household name in the UK.
ZenithOptimedia commercial director Greg Grimmer said: This type of company doesn t come around very often.
It is a fantastic appointment for us to be involved with LeapFrog at such a crucial stage in their UK development.
He added that the agency would also be helping the manufacturer launch some product ranges next year.
The LeapPad learning system, which launched in the UK in October 2000, is the companys most successful product.
The product has been the number-one, best-selling pre-school toy in the UK for the past two years.
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