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Young & Rubicam has further expanded its relationship with Mattel, adding creative duties on the Just Like You line of American Girl dolls, sources said.
The assignment is new and carries estimated billings of $15-20 million.
The WPP Group shop’s New York office, which already handles Mattel’s Fisher-Price-branded toys, will work on the business, according to sources.
Y&R’s office in Irvine, Calif., has Mattel games, boys’ toys and girls’ toys. The assignment came after a pitch involving several undisclosed shops, said sources.
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