Mattel Puts Media Assignments in Review

Mattel is conducting a media agency review, sources said Wednesday. 

The company reported total advertising and promotion expenses of about $718 million last year, according to its latest annual report. Of that total an estimated $150 million is earmarked for ad spending. 

Publicis Groupe’s Starcom is the current planning incumbent and WPP’s Mindshare is the buying incumbent. 

The agencies and Mattel couldn’t be immediately reached or declined to comment on the review. 

Mattel has retained MediaLink to assist it with the review process. 

Word of the review comes the same day that Mattel confirmed a multiyear deal with content creator Tongal to develop and produce content for brands such as American Girl, Barbie, Thomas & Friends and Hot Wheels.





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