Link rejects three for Barbie clothing range

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.

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had been withdrawn because details had been leaked to PR Week.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

said.



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.



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