Mullen Adds Stride Rite Children’s Group

BOSTON Mullen has been chosen to develop an integrated marketing program for Stride Rite’s children’s division.

The Interpublic Group agency in Wenham, Mass., is being asked to communicate the brand’s message across many product categories, including footwear, apparel, eyewear and bedding. Spending was not disclosed. The budget has been less than $1 million, but sources have said the client is looking to ramp up into the low seven figures [Adweek Online, April 1].

Previously, the Lexington, Mass.-based client had worked with independent Toth Brand Imaging, Concord, Mass., on the account. Mullen picked up the assignment following a review in which Toth did not defend. Toth continues to handle the client’s Keds’ division.

The win is important to Mullen because Stride Rite is “a trusted and beloved” brand with national exposure, said Mullen CEO Joe Grimaldi.