Chicco, the Italian toy manufacturer, has extended its relationship
with Advertising Principles by more than doubling its business with the
It has appointed the agency to handle creative work on its range of
pre-school toys, bringing the toy maker’s total billings to pounds 1.6
The assignment complements Chicco’s Strollers baby buggy brand, which
was won by Advertising Principles in April and has been promoted via a
national TV campaign throughout the summer.
The task moves from the Broadway agency in London. Media buying remains
with Pawson Media, which has handled Chicco’s business in the UK for the
past five years.
The brief involves three products aimed at children under six years
They include battery-operated racing cars and a vanity unit for girls
aged between three and five years old.
They will be promoted in the run-up to the pre-Christmas peak sales
period with existing Italian work adapted by the agency.
The appointment comes during a tough period for pre-school toy
manufacturers, who have been hit by the declining numbers of under-fours
and the demand for action toys and fashion dolls from an earlier age.