Equity Toys Contacts Shops About $3-5 Mil. Account

By Teresa Buyikian

LOS ANGELES–Equity Toys, a Beverly Hills, Calif., toy manufacturer, has launched a search for an agency to handle its $3-5 million advertising account.

The client has asked five Southern California shops to join the search, said Equity Toys vice president of marketing Keith Cohn. Agencies were invited based on ‘old contacts,’ said Cohn, a former Mattel marketing executive.

Big Imagination Group in Marina del Rey; Reynolds & Associates in Manhattan Beach; and Mendelsohn/Zien and Asher/Gould, both in Los Angeles; are participating in the review, sources said. Saatchi & Saatchi Pacific in Torrance was also contacted, but the agency declined to participate in the pitch.

All invited agencies have met with the client and have been asked to present credentials and capabilities, according to Cohn. Advertising will consist primarily of broadcast work, with some outdoor and public relations projects as well, Cohn said. A decision is expected within the next few months.

Equity is a maker of retail toy spin-offs inspired by the entertainment industry. Recent products include plush stuffed animals and other toys based on the upcoming film The Lost World, The Land Before Time video series and PBS TV series Wishbone. The toys are sold at retail outlets such as Wal-Mart, Kmart and Toys R Us. The client also makes Looney Tunes cartoons plush toys for distribution outside of the U.S.

Equity Toys is a division of Equity Marketing, which makes entertainment promotional toys for restaurants.

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