Mattel to launch top toys in Japan

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[Tokyo] Mattel Fisher Price will launch its leading toy brands in Japan this year, including Barbie, Fisher Price and Hot Wheels, despite tough competition from entrenched local players such as Bandai, Takara and Tomy. "Even though Mattel is the biggest toy company in the world, they haven't made significant in roads here yet, but that will change," said Andrew Meaden, CEO of WPP Group's MindShare, Tokyo. Until now, Mattel brands have had limited distribution and no advertising in Japan. Mattel named MindShare its first media agency in Japan, after a review against two Japanese agencies. MindShare will plan media and work with Japanese agencies for TV buys, a common practice in Japan. The first ads will be for Barbie. Creative will be adapted from worldwide campaigns from several shops, including WPP's Ogilvy & Mather Worldwide.
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