Media agency in double triumph

Children’s media specialist Generation Media has scooped £1m worth of business from children’s brands Crayola and Panini-Pokémon.

The agency, set up by managing director Dean Weller in January last year, has won the media buying and planning account for the latest Pok̩mon tie-in Рcollectible magnets called Pok̩mon Staks.

These have been developed under licence by Panini. They feature the well-known Pokémon characters and can be stored in specially designed binders. The magnets, aimed at boys under ten, will launch in the UK next week and will be backed by a TV campaign to run in children’s programming.

Pokémon is still one of the most lucrative children’s toy brands and the recent Nintendo Game Boy releases, Pokémon Ruby and Pokémon Sapphire, are strong sellers.

Crayola, the crayon and art accessory manufacturer, has also appointed Generation Media to handle the media business for three new products. These include a product called Creations aimed at girls aged eight to 14; a creative drawing aid called Zoomy; and a creative printing aid called Express.

Generation Media won the £3m account for games publisher Atari from Carat in May and the £1m media account for HIT Entertainment, whose properties include Bob the Builder, from Zenith Media in July last year (MW July 25, 2002).

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