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LOS ANGELES Mattel has awarded a project for its My Scene line to roster agency Young & Rubicam, sources said.
Independent Peterson Milla Hooks in Minneapolis had handled My Scene advertising until mid-2003, sources said.
Representatives for WPP Group’s Y&R in Irvine, Calif., and Mattel in El Segundo, Calif., declined comment, and details of the project could not be determined.
Mattel spent $17 million on My Scene ads in 2003, according to Nielsen Monitor-Plus.
My Scene is a lifestyle brand created for tween girls from the makers of Barbie.
Y&R
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