- Chicco, the Italian toy manufacturer, has extended its relationship with Advertising Principles by more than doubling its business with the Leeds shop.
It has appointed the agency to handle creative work on its range of pre-school toys, bringing its total billings to £1.6 million.
The new 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.
It 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 old. They include battery-operated racing cars and a vanity unit for girls aged between three and five. 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 declining numbers of children under four years old and the demand for action toys and fashion dolls from an earlier age.
Phil Hesketh, one of the agency's directors, said: "We're delighted to have been appointed to promote Chicco's three themed activity centres and hope to contribute to the company's continuing growth in the quality toy market."