Arun Sudhaman 31 Aug 2011 // 11:00PM GMT
EAST AURORA, NY--Toy giant Fisher Price is poised to hand a multi-million dollar global PR brief to Weber Shandwick, in one of the biggest consumer reviews of the year.
The Holmes Report understands that the company is in final negotiations with the agency, following a multi-agency pitch aimed at reinvigorating its consumer engagement strategy.
In particular, a source involved in the process pointed out that the Mattel subsidiary is aiming to re-connect with mothers, with the brief calling on firms to determine “what makes a great playtime.”
Key markets for the new programme include the US, UK, Germany and China. Agencies are believed to have assembled multinational teams to pitch for the business at Fisher Price’s US HQ.
Last year, Fisher Price launched a new Facebook app targeting online mothers. The ‘Moments to Share’ app allowed mothers to share photos charting the growth of their children. The company also has a ‘Mum’s Club’ on its website.
Mattel recently reported that second quarter sales for its Fisher Price Brands unit reached $400 million, up four percent on the year before. The unit includes infant and pre-school brands Fisher-Price Core, Fisher-Price Friends and Power Wheels.
Fisher Price director of brand marketing Brenda Andolina declined to comment, noting that the company was still in the midst of the process. The company is understood to use various agencies for its current consumer needs.