All three agencies which pitched two weeks ago to mount a PR
campaign for a clothing range under the Barbie brand have been rejected
by the client, Link Licensing, the merchandise licensing firm for
toymaker Mattel UK.
Ketchum Life, Talk Loud PR and Shine Communications were asked to pitch
for the account, to promote a Barbie clothing range for kids. (PR Week,
11 June) .
The brief was to target the six- to ten-year-old age group, promoting a
new range of clothes which would be sold through stores such as
Debenhams and Mothercare.
The agencies were the only ones to pitch, but all three subsequently
received letters informing them that Mattel and Link had decided not to
proceed with their proposals.
The letters added that ’the proposals did not address our main objective
of positioning Barbie as a fashion brand’.
Link Licensing director of UK licensing Mayuri Amin denied the budget
had been withdrawn because details had been leaked to PR Week.
’The decision was made irrespective of the leak - it was not a big
enough reason to abandon the possibility of hiring an agency,’ she
Amin said it was undecided whether Mattel and Link would use an agency
or handle the launch in-house.
Barbie is the world’s top selling doll. Five million Barbie dolls were
sold in the UK last year, commanding a 75 per cent share of the pounds
77 million UK doll market.