Y&R Wins Big in Mattel's 3-Way Toy Review

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Young & Rubicam’s Irvine, Calif., office was the big winner in last week’s reassignment of about $100 million in Mattel billings, and it begins with a big task: Develop a marketing program for next year’s 35th anniversary of the toy maker’s critical Hot Wheels line of kids’ cars.

The reassignments involved three divisions: boys/entertainment; Fisher-Price character brands; and international.

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