Spark Foundry wins toy company MGA Entertainment’s account

Toy company MGA Entertainment Australia has appointed Spark Foundry to its media account.

Effective immediately, the agency will lead all media strategy, planning and buying.

MGA Entertainment is the world’s largest private toy company. Its portfolio includes brands such as LOL Surprise, Little Tikes, Poopsie Slime Surprise, VIRO Rides, The Hangrees, and Zapf Creation.

“It’s an exciting opportunity to be able to work on popular toy brands that have already enjoyed significant global success. We look forward to driving targeted customer engagement to this fun category,” Spark Foundry’s Sydney GM, Lauren Small, said of the account win.

MGA Entertainment Australia MD, Sapienza Salerno, said the company was delighted to be partnering with Spark Foundry.

“We are delighted to partner with Spark Foundry to bring our communications objectives to life across the girls, boys and pre-school categories,” Salerno said.

“With the agency’s intimate knowledge of the Australian media landscape, coupled with the backing of the broader Publicis Groupe offering, Spark is the perfect partner to for us hit the ground running in our first year of trading as a subsidiary of MGA Entertainment.”

Spark Foundry recently lost the Maserati media account to rival UM, however in recent months it has won paint company PPG Industries and the NSW Cancer Council.

Earlier this year, Spark Foundry absorbed fellow Publicis Media agency Blue 449. It is now also on the hunt for a new CEO after Sue Squillace announced her move to Dentsu Aegies Network’s Carat.


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