Toy Retailer Starts Review

Area Big Boys Battle for All-Media Branding Push
BOSTON–The region’s largest agencies lined up last week to make capabilities presentations to a Web-based retailer of educational toys.
Toysmart.com in Waltham, Mass., is seeking its first agency for an all-media branding push, sources said. Billings were estimated by sources at $10-15 million, although they cautioned that the Internet startup has made no firm commitment to a budget.
Contending for the account are Arnold Communications, Hill, Holliday, Connors, Cosmopulos and Partners & Simons, all Boston; Mullen, Wenham, Mass.;