Fisher-Price awards DM work to Dynamo in branding rethink

Mattel has awarded its sales promotion and direct marketing business for the Fisher-Price brand to Dynamo after two separate reviews.

Mattel has awarded its sales promotion and direct marketing

business for the Fisher-Price brand to Dynamo after two separate


The appointment is part of a bid by Fisher-Price to plough more of its

budget below the line. Dynamo’s work will kick off in February with a

direct marketing campaign and will be followed by in-store promotional


Putting across a consistent message for Fisher-Price will be high on the

agenda for both consumer and trade activity, with the aim of maintaining

a high level of brand awareness. This will include point-of-purchase

material with tailor-made activity for major brands.

Mike Townend, co-founder and managing director of Dynamo, said:

’Fisher-Price is the highest spender in its sector above the line, and

there was a feeling that it wasn’t quite working as hard as it should

and translating well to the promotional activity.’

He added: ’The company is brilliant at coming up with ideas and knowing

exactly how children develop. The direct marketing work will include

direct mail, and will target mothers of new-born babies, explaining just


Mary Wood, the business unit manager at Fisher-Price, said:

’Fisher-Price enjoys a high level of brand awareness among consumers,

but is always looking at new and creative ways to target the trade and


’The pre-school sector is a competitive market and Dynamo came up with a

strategic approach to strengthening our in-store presence together with

a direct marketing campaign to work alongside this to maximise


Fisher-Price’s above-the-line advertising is handled by Ogilvy & Mather,

although a large body of the work is created in the US and adapted for

the UK market. MindShare handles the brand’s media planning and buying.


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