Carat scoops £250m Mattel global media

LONDON - Mattel, the toy manufacturing giant, has appointed Carat to handle its estimated £250 million global media planning and buying arrangements.

Mattel... hired Carat
Mattel... hired Carat

After a lengthy pitch process that took close to ten months, Mattel has opted to move the business out of WPP's MindShare following a three-way pitch between Carat, MindShare, and ZenithOptimedia.

The pitch was held amid corporate problems for Mattel, which was forced to recall around 18 million toys worldwide over potential safety issues.

As a result the £26 million UK media planning and buying business is expected to move from MindShare to Carat in January.