Mattel said today it will purchase Tyco Toys, third largest U.S. toymaker, for $755 million. The deal would add Mattel Matchbox cars, View-Master and Magna Doodle toys to its own Hot Wheels and Barbie franchises. The move will put Mattel firmly into the No. 1 spot among toy marketers, ahead of Hasbro. Mt. Laurel, N.J.-based Tyco's estimated $25 million ad account is handled by Bozell, New York.
Copyright November 1996, Crain Communications Inc.