Carat confirms Mattel win

Hong Kong - Aegis Media has confirmed Carat will officially take management of Mattel's media business from 1 January next year, overseeing nine major markets throughout the Asia Pacific.

Following a record-breaking nine month pitch process, Carat was last week appointed by to run Mattel's media business, ousting WPP's MindShare.

Carat will oversee Hong Kong, China, Korea, Malaysia, Singapore, New Zealand, Taiwan, Thailand and Australia.

As Mattel's regional headquarters are located in Hong Kong, Carat will create a dedicated team to support its new client.

That team will be led by Richard Leong, CEO Carat Hong Kong and Singapore and William Swayne, SVP Carat Hong Kong and James Smyllie, regional account director.

Carat officially takes over the account on 1 January 2008.

The global business is estimated at close to US$250 million in billings with the Asia Pacific portion worth approximately US$20 million or around HK$155 million.

However Mattel is said to be looking to significantly increase its investment in its key Asian markets.

Mattel's main brands include Barbie, Fisher-Price, American Girl and Hot Wheels.