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Young & Rubicam’s Irvine, Calif., office was the big winner in last week’s reassignment of about $100 million in Mattel billings, and it begins with a big task: Develop a marketing program for next year’s 35th anniversary of the toy maker’s critical Hot Wheels line of kids’ cars.
The reassignments involved three divisions: boys/entertainment; Fisher-Price character brands; and international. But the $40-50 million boys business was the big prize. “Boys/entertainment went to the agency we felt most strongly represented a very diverse array of brands,” said client rep Lisa Marie Bongiovanni.
Shops were asked to create a worldwide, integrated marketing plan for Hot Wheels’ 35th anniversary and take the brand to what Y&R Cos.
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