Lodestar UM wins Mattel’s media mandate

The account will be handled out of the agency’s Mumbai office.

Following a competitive pitch, IPG Mediabrands' network agency Lodestar UM has won the media mandate of toys brand Mattel. Mattel owns several children’s brands including Barbie, Hot Wheels, Fisher-Price and Thomas & Friends etc. The account will be handled out of the agency’s Mumbai office.

“We are delighted to have the Mattel business in our portfolio, which has the distinction of being the largest toymaker in the world. Almost every kid has grown up with these iconic brands and can share a Mattel moment. We are looking forward to bringing cutting-edge innovation and performance to Mattel’s media mandate, which has so many successful and diverse franchises across its product portfolio,” says Nandini Dias, CEO, Lodestar UM.

Lokesh Kataria, marketing head, Mattel Toys - India says, “We are excited to align our media mandate with Lodestar UM. The agency has the best strategic data and tech driven media solutions. We wanted a media agency partner who would help us reach new consumers more effectively. Lodestar UM has the expertise to help us deliver this vision and we are looking forward to this partnership.”