Mega Bloks Hires StrawberryFrog

NEW YORK StrawberryFrog has added branding duties for Canadian toy company Mega Bloks, the agency and client said today.

The shop’s New York office is charged with evaluating the company’s marketing and tying its products into a revamped brand position, said agency creative chief Scott Goodson.

“We want to tell a story that brings the products to life within the confines of the brand,” Goodson said.

The shop began working with Mega Bloks this month and its first work, which will likely include TV, will break next year, said Andrew Witkin, director of marketing for Mega Bloks.

Witkin would not disclose a budget, but said the firm would make “the largest investment against a brand plan that we’ve done as a company in the history of Mega Bloks.”

“We weren’t as much looking for an ad agency as we were looking for someone who could take the broadness of Mega Bloks and interpret and position it,” Witkin said. “We’re a global company and they have a real good balance between and understanding of the U.S. and European market.”

In addition to Mega Bloks building blocks, the company manufactures the Pyrates and Dragons toy lines, among others, and recently acquired Rose Art crafts.