Lodestar UM wins Mattel’s media mandate

The account size is said to be Rs 80 crore, according to sources

e4m by exchange4media Staff
Updated: Jul 30, 2019 6:54 PM

Following a competitive pitch, IPG Mediabrands network agency Lodestar UM has won the media mandate of Mattel; the iconic toy maker that has created several children’s brands including Barbie, Hot Wheels, Fisher-Price and Thomas & Friends etc.

 The account will be handled out of the agency’s Mumbai office.

According to sources, the account size is said to be Rs 80 crore. Dentsu Aegis Network's Carat was the incumbent agency.

Talking about the win, Nandini Dias, CEO, Lodestar UM, said, “We are delighted to have the Mattel business in our portfolio, which has the distinction of being the largest toymaker in the world. Almost every kid has grown up with these iconic brands and can share a Mattel moment. We are looking forward to bringing cutting-edge innovation and performance to Mattel’s media mandate, which has so many successful and diverse franchises across its product portfolio.”

Lokesh Kataria, Marketing Head, Mattel Toys, India, said, “We are excited to align our media mandate with Lodestar UM. The agency has the best strategic data and tech driven media solutions. We wanted a media agency partner who would help us reach new consumers more effectively. Lodestar UM has the expertise to help us deliver this vision and we are looking forward to this partnership.”

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