Mamas & Papas seeks agency for US launch

HUDDERSFIELD, UK: Mamas & Papas (M&P), a UK-based parenting retail company, is looking for a US agency to manage its consumer lifestyle PR and corporate branding ahead of its nationwide launch this summer.

HUDDERSFIELD, UK: Mamas & Papas (M&P), a UK-based parenting retail company, is looking for a US agency to manage its consumer lifestyle PR and corporate branding ahead of its nationwide launch this summer. Its products include apparel, toys and gifts, and baby equipment.

The company is currently accepting agency credentials and plans on meeting with pre-selected agencies, including JS2, 5WPR, and AMP3, in New York this month.

JS2 participated in a similar review in 2006, when the company had originally planned to expand its toy brand launch in the US, explained M&P head of PR Gill Kingston-Warren. At the time, the toy product was sold only at Saks Fifth Avenue.

She stated via e-mail from the UK, "Due to changes in economies and currencies, that import model became less viable and the brand reconsidered its launch into the US market."

However, she added, the company re-invited agencies that were part of the 2006 review to pitch for the new business.

“We are looking for an agency that absolutely understands European brands, their US appeal, and the need to maintain a first-class positioning, she said of the upcoming review, which includes the overall brand and products. "In 2006, our entry into the US market was as an wholesale importer, but in 2010 we are working with a global US-based retail giant in the baby goods industry for volume sales of mid-range collections as well as with boutique partners for our premium brand offering."

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