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NEW YORK — Mattel has reassigned $40-50 million in global creative duties on its boys’ toys to Young & Rubicam in Irvine, Calif, the client confirmed. Previously, the business was split between Foote, Cone & Belding (U.S.) and Ogilvy & Mather (international).
At the same time, Mattel has shifted $10 million in creative duties on Fisher-Price character brands, including Blues Clues and Sesame Street, from Y&R in New York to FCB in New York, which already handled ads for other characters, such as Barney and Winnie the Pooh.
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