PARSIPPANY, NJ—Coyne Public Relations has been named agency of record for Playmates Toys. The agency’s toy practice, led by vice president Brian Murphy, will support the Hearts for Hearts Girls and Teenage Mutant Ninja Turtles brands, and was selected based on its deep experience in both the toy and licensing categories.

Coyne PR has been charged with raising awareness for the Hearts for Hearts Girls, a charitable doll line and fashion collection featuring six dolls from around the world. A portion of the sale of each doll is donated to World Vision, which then funds local initiatives in each doll’s region. The team is planning on conducting a multi-tiered PR program consisting of extensive traditional and social media relations, trade show and industry award campaign support and an aggressive holiday campaign.

The agency will also lead Playmates Toys efforts around the upcoming re-launch of Teenage Mutant Ninja Turtles, generating awareness and excitement for their return. The agency team is already working very closely with Playmates Toys and brand owner Nickelodeon. Launching in 2012, the team is in the process of developing a multi-phased program focusing on key moments in time for the brand.