Mattel Shops $150 Million Media Account

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Credit: Mattel
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Mattel is reviewing its $150 million media planning and buying account in the U.S., according to people with knowledge of the matter.

The request for information, which was sent to agencies last week, includes both planning and buying for all Mattel brands, Ad Age has learned. It is unclear whether Mattel will bring on one or two agencies to handle the business.

Publicis Groupe's Starcom is the incumbent on the media planning account. In 2005, the agency was awarded Mattel's $100 million-plus media planning account following a review. WPP's MindShare currently handles media buying for Mattel in the U.S.

Representatives from both incumbents and Mattel were not immediately available for comment.

MediaLink is advising on the review, according to people with knowledge of the matter. Representatives from MediaLink declined to comment.

Last week, Juliana Chugg, Mattel's exec VP-chief brand officer, told Ad Age that the company is a focusing a lot more on digital media. "YouTube has become a really important channel for us, particularly with content. On Hot Wheels, the YouTube views are through the roof," she said at the time. "There's been a shift to digital and social channels, which is where the consumers are, to ensure we're really inspiring and exciting children about the toys we're bringing to the marketplace so we can get on their wish lists."

In February, the toymaker measured the effects of paid search marketing for its Monster High dolls in test markets over 13 weeks and saw sales jump 3%, but the increased incremental sales volume "cannibalized Barbie and other doll volume," Bill Bean, VP of shopper insights and competitive intelligence at Mattel, previously told Ad Age.