- Adweek, Thursday, October 4, 2007 10:45 AM
Toymaker Mattel has tapped Aegis Group's Carat for its global media planning -- and most of its media buying -- accounts, insiders says. Carat topped incumbent MindShare and Zenith Optimedia to snare
the biggest chunk of the $500 million business, although MindShare will keep buying for domestic network TV.
Mattel spent about $220 million on that medium last year, the bulk of it in
the fourth quarter, according to Nielsen Monitor-Plus. The account switch comes at a time when Mattel has been battered by recalls of many Chinese-made toys that turned out to contain potentially
toxic materials.
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