Mattel Shifts Boys’ Toys to Y&R

NEW YORK — Mattel has reassigned $40-50 million in global creative duties on its boys’ toys to Young & Rubicam in Irvine, Calif, the client confirmed. Previously, the business was split between Foote, Cone & Belding (U.S.) and Ogilvy & Mather (international).

At the same time, Mattel has shifted $10 million in creative duties on Fisher-Price character brands, including Blues Clues and Sesame Street, from Y&R in New York to FCB in New York, which already handled ads for other characters, such as Barney and Winnie the Pooh. As a result, all such character brands are now consolidated at FCB.

Finally, Mattel has assigned global ad coordination duties to Ogilvy & Mather in Culver City, Calif. Ogilvy, which previously shared these duties with J. Walter Thompson and McCann-Erickson, will be responsible for adapting and distributing ads overseas. Billings could not be determined.

The assignments came after a review involving Mattel roster shops.

Other contenders for the boys’ toys business were Ogilvy and McCann-Erickson, in San Francisco. Also vying for the character brands’ business were Y&R, Ogilvy and McCann, which pitched with sister shop Gotham in New York. McCann was the other contender for the global coordination piece.