Fisher-Price is revamping its image via a $45 million ad effort that introduces the tagline "It's a great age for Fisher-Price." The campaign for the unit of Mattel targets parents and seeks to infuse the brand with emotion and show how it can play a part in all aspects of family life. Fisher-Price is the leader in infant toys with a 25% share, but saw sales dip 15% last year. The campaign is the first Fisher-Price effort from Y&R
Advertising, New York, which last year absorbed Fisher-Price agency Waring & LaRosa. Copywriter: Linda Yellin. Art director: Leslie Esan.