Bluebird’s 8m ad account under review

Bluebird Toys’ 8m ad account is under review in the wake of its takeover by US toy giant Mattel, which was given the green light by the DTI in June.

Bluebird last year used creative agency BDH on its Polly Pocket and Rhino Rush brands, while Media-Vest Manchester was responsible for media buying across the total 8m account.

A spokeswoman for Mattel says: “When a new business is acquired everything comes under review. However no decision has yet been made.”

Mattel uses MindShare for its 45m (MEAL) media account in the UK and an assortment of creative agencies, including Ogilvy & Mather, across its different brands, which include Barbie and Fisher Price.

Bluebird is also bracing itself for a number of redundancies, which are expected over the next few weeks as the takeover proceeds.

Mattel’s takeover of Bluebird was partly prompted by the lucrative Polly Pocket playset brand, which accounts for about 50 per cent of Bluebird’s sales.

Other products in the Bluebird stable include playsets based on Mickey Mouse and other popular Disney characters, the recently relaunched soft toys, The Wombles, and the Mighty Max range of toys.

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