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Boys have been the biggest audience for Bandai, best known for its line of Power Rangers action figures. But with last year’s successful reintroduction of Strawberry Shortcake, the toymaker plans to increase ad efforts for its girls, activity and collectible-card lines, a company executive said last week.
“We’ve traditionally been a boys action-figure company, but with Strawberry Shortcake, we’ve proven differently,” said Michael Riley, Bandai’s vp of marketing.
The client’s new agency, Dentsu’s Colby & Partners in Santa Monica, Calif.,
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