Girlfitti Joins Crayola at Mcgarrybowen

CHICAGO Independent agency mcgarrybowen has added to its Crayola advertising account, according to the shop.

The New York agency will handle advertising for a new toy, Girlfitti, a line of products for girls. Advertising, which is already in production and scheduled to roll out in October, will feature Emma Roberts of Nickelodeon’s Unfabulous. Themed “Express yourself,” the effort will include television and some guerilla marketing initiatives. Spending is undisclosed.

The shop won a segment of the company’s Crayola brand business along with two other agencies—WPP Group’s The Gepetto Group in New York and Pester Productions of Toronto—in July 2004.