Agencies line up for Barbie pitch

Barbie: North American focus
Barbie: North American focus

Mattel redoubles marketing efforts with a North America focus, as the toy's popularity wanes

EL SEGUNDO, CA. — Mattel, the toy-maker, is looking for a creative agency to handle its Barbie brand.

The brief is for an agency to create activity for Barbie globally, but the focus will be on North America. The pitch is being run out of the U.S.

In November 2013, Mattel split with Ogilvy & Mather after half-a-century and handed its European advertising account to Lola, Lowe and Partners’ agency in Spain.

Barbie launched in 1959 and is Mattel’s best-known brand. However, it has struggled to maintain its dominance in the toy market and has been criticised for propagating sexist stereotypes.

A report by the National Retail Federation in the U.K. this week forecast that, for the first time in a decade, Barbie would not be the most popular girls’ toy over Christmas. It is expected to be overtaken by characters from the Disney film Frozen.

A spokeswoman for Mattel said the company does not comment on its agency relationships.

This article was first published on

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