Mattel’s games division signed Allied Integrated Marketing to manage national promotions, product placement, marketing partnerships and strategic alliances. This is the first time the division has utilized an agency of record for promotions and product placement.
Mattel’s diverse games portfolio includes UNO, Pictionary, Whac-A-Mole, Othello, Apples to Apples and Loopz; and has entertained players around the world for the past 35 years.
“Mattel’s games are designed to provide new ways for families to spend quality time together,” says Lee Ann Wong, Mattel’s vice president of games and radica marketing at Mattel. “We’re excited to be partnering with Allied to reinforce the leadership position of our new and classic brands.”