BOSTON Toy State has hired independent Allen & Gerritsen as its lead agency, the shop said today.
The company, headquartered in Hong Kong and with U.S. operations based in Norwood, Mass., is a major global manufacturer of light and sound toys. Its brands include Caterpillar, Freedom Force and Road Rippers.
Spending for Watertown, Mass.-based A&G was not disclosed.
The shop was selected based largely on its ability to provide digital strategy ad brand promotions, said Will Coleburn, client svp.
Along with TV, digital and retail outreach, A&G’s assignment includes managing Toy State’s virtual world, Road Rippers Motor Island.
That scope of work combining various media channels makes the win significant for A&G, said agency CEO Andrew Graff.