Y&R Adds My Scene to Mattel Portfolio

LOS ANGELES Mattel has awarded a project for its My Scene line to roster agency Young & Rubicam, sources said.

Independent Peterson Milla Hooks in Minneapolis had handled My Scene advertising until mid-2003, sources said.

Representatives for WPP Group’s Y&R in Irvine, Calif., and Mattel in El Segundo, Calif., declined comment, and details of the project could not be determined.

Mattel spent $17 million on My Scene ads in 2003, according to Nielsen Monitor-Plus.

My Scene is a lifestyle brand created for tween girls from the makers of Barbie.

Y&R also handles advertising for Mattel’s older girls brands like Flavas and ello, boys toys like Hot Wheels and Max Steel, and entertainment properties such as SpongeBob SquarePants and games including Scene- it?.