Barbie doll maker Mattel hires Weber Shandwick India for local PR mandate

Mattel Toys (India) Pvt. Ltd., the wholly-owned subsidiary of American multinational Mattel, Inc. has awarded its integrated communications business to Weber Shandwick following a competitive multi-agency pitch. The appointment will see Weber Shandwick roll-out integrated communications solutions for the entire portfolio of brands encompassing corporate reputation management, media relations, creatives, social and digital marketing communications. 

Commenting on the appointment, Lokesh Kataria, Head – Marketing, Mattel Toys (India) Pvt. Ltd. said “India is a growing market for Mattel and our consumers & shoppers both are unique here compared to any other market around the globe. With changing media consumption habits and evolving consumer trends, we were on lookout for a partner who can work with us for effective, engaging and immersive communication to Indian audience, especially millennial moms. Weber’s strategy to address this growing audience stood out amongst the other agencies that participated in the pitch process. We are excited to build campaigns with Weber Shandwick that are driven by advocacy, brand communications and conversation management through creative content. We look forward to working with Weber Shandwick to drive and expand our presence and own the thought leadership position in India.”                                          

Commenting on the association, Valerie Pinto, CEO, Weber Shandwick India said “We are honoured and delighted that Mattel Toys has chosen us as partners to further their business objectives. Our content first approach with the integration of digital has paid off big dividends and has been appreciated by our clients. This partnership is testament to the strength of our network and integrated media capabilities, and we are confident that we will drive the desired impact and outcomes for Mattel Toys.”

The scope of the business covers all brands such as Fisher Price, Barbie, Hot Wheels along with Toy box range and spreads across creative, digital, social and traditional forms of communication.