Fisher-Price Rehabs Power Wheels

GGC&Y to Bolster Image of Ride-On Motorized Toys After Recall
SAN FRANCISCO–Gardner, Geary, Coll & Young will launch a new $8 million campaign this spring for Power Wheels motorized ride-on vehicles for kids, a line marketed by Mattel’s preschool unit, Fisher-Price. The tagline is, “Don’t you wish you had one when you were a kid.”
The campaign is Fisher-Price’s first major advertising push for Power Wheels since the company announced a major recall of the line last fall after it was discovered that fuses and electrical connectors in the vehicles could cause heat damage and fires.