EL SEGUNDO, CA: Coyne PR was appointed by Playmates Toys as AOR for its Teenage Mutant Ninja Turtles and Hearts for Hearts Girls brands.
An official RFP was not issued for the two accounts, said Gina Beebe, SVP of girls' marketing for Playmates Toys, adding that it was based on a recommendation from a former colleague.
The toymaker launched Hearts for Hearts Girls, a fashion doll line, this year. Meanwhile, Teenage Mutant Ninja Turtles (TMNT) is undergoing a new treatment to coincide with the upcoming 2012 relaunch of the iconic property with brand owner Nickelodeon. Beebe said the TMNT brand had not had a previous AOR to her knowledge.
"Coyne is very creative in their thinking and the way they approach things," said Beebe. "It's not just cookie cutter. It's also the fact they have a toy group even though they are part of a bigger agency. Their toy group is like working with a boutique."
The agency officially began working on the Hearts for Hearts Girls brand in May. Work for the TMNT brand begins October 1.
Coyne is currently working on a holiday initiative for Hearts for Hearts Girls, which includes traditional and social media outreach, as well as supporting the brand at industry events and trade shows, said Brian Murphy, VP and co-director of the agency's toy practice. PR efforts for TMNT remain in the planning stages.
Murphy said he initially met with Beebe and Karl Aaronian, SVP of boys' marketing for Playmates Toys, in February at Toy Fair.
"We just had a really great relationship right from the start," Murphy noted. "At that first meeting, we kind of just started brainstorming right there. They were very open to ideas and very much on board with a lot of the stuff we were thinking."
Hearts for Hearts Girls and TMNT join other similar Coyne clients such as Playmobil, Nuk, and Crayola.
Playmates Toys would not disclose budget.