Barbie's New Friend: Y&R

Longtime Mattel roster shop Young & Rubicam has moved into Barbie’s neighborhood, landing ad duties for Generation Girl, a new line of dolls who are “friends” of Barbie, sources said.
The $30-35 million creative assignment is the first time Y&R, which handles Mattel’s Fisher-Price and Sesame Street brands, has worked on the Barbie business.
The move is a sea change in the way Mattel views its agency roster. Traditionally, the client has kept its assignments rigid. Ogilvy & Mather in Los Angeles has handled Barbie for more than two decades.