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Mattel's American Girl Plans to Get Dolled Up

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CHICAGO Doll maker American Girl has contracted Leo Burnett here for an advertising project, the Publicis Groupe agency said.

A representative from the agency said the shop had a "working relationship" with the Middleton, Wis.-based company, but would not offer further details. Billings for the assignment were not available.

The assignment, details of which could not be determined, came after a review, according to sources. Company officials did not immediately return calls.

Founded in 1985, and acquired by El Segundo, Calif.-based Mattel in 1998, American Girl offers a wide range of products, including historical books, doll characters, a clothing line, magazine, and restaurants and retail locations in Chicago and New York.

Ad spending on the American Girl brand was less than $1 million last year, according to Nielsen Monitor-Plus.