The agency has been hired to raise media awareness of toiletries and hair products supplied by Hasbro-owned Grosvenor of London.
Grosvenor owns the Betty Boop license and is using the animated icon on Christmas products aimed at under-13s.
‘We will target teen magazines including Mizz, Sugar, and Elle Girl. A more kitsch, adult market will be targeted through publications such as Cosmopolitan and Glamour,’ said M-W account manager Jen Dutton, who heads up a four-strong team and reports to Grosvenor head of marketing Lee Raftery.
She also aims to drive Christmas shoppers through the doors of Boots, the main outlet for the range.
The project-based hire runs until January and was won after a three-way pitch. It is the first time the Grosvenor in-house marketing team has hired an external agency for a high-profile product launch.