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Kelly McGovern has declared war on Barbie–and all mass-marketed toys for that matter.
Toysmart.com’s chief marketing officer, who is looking to change the way parents, kids and educators think about and buy toys, last week tapped Arnold Communications in Boston to help.
McGovern believes that the three barriers to educational toy purchase–awareness, availability and pricing–will quickly be knocked down by an aggressive $10 million multimedia campaign that Toysmart.com will launch by summer.
Arnold won the account over the team of Partners & Simons in Boston and Carat Freeman in Newton, Mass.
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