Cranium Makes Creative, Media Picks

NEW YORK Game and toy maker Cranium has appointed Publicis Groupe’s Leo Burnett in Chicago and independent davidandgoliath in El Segundo, Calif., to handle the creative portion of its ad account after a review.

Annual ad spend on the account is estimated at $10 million.

Starlink in Chicago, a unit of Publicis’ Starcom MediaVest Group, has been awarded media planning and buying chores, the client said.

The creative incumbent was MDC Partners’ Kirshenbaum Bond + Partners here; KB+P subsidiary Media Kitchen was the media incumbent. The incumbents did not defend.

The review included multiple contenders for creative and media duties, which the client declined to identify.

Burnett will handle brand advertising and ads targeted to adults.

Davidandgoliath will handle ads targeting kids and families.

Cranium launched its eponymous flagship game in 1998. A five-time Toy Industry Association Toy of the Year winner, Cranium’s games, puzzles and books (published in partnership with Little Brown Books for Young Readers) are now sold in 40 countries and published in 10 languages.

Other games in the company’s portfolio include Cranium Super Fort life-sized construction toys and Cranium Jam Pack Jam, a new game (available this fall) where kids race to pack a trunk before it pops open.