MATTEL READIES NEW `SESAME STREET' BRANDING CAMPAIGN.

Advertising Age,  February, 1999  by Snyder, Beth

Tags: branding, Mattel Inc.

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Elmo want new brand campaign.

OK, so the campaign wasn't Elmo's idea. But ``Sesame Street'' and master toy licensor Mattel -- hoping to build on themainstream popularity created by the success of the Tickle Me Elmo toy -- plan to launch a campaign promoting the ``Sesame Street'' brand.

Y&R Advertising, New York, created the ads, to be introduced on TV in March and in print in April.

In a separate marketing partnership, Mattel's Fisher-Price unit will pair with Time Inc.'s Parenting for a special issue in October. The alliance represents one of the largest single print ...

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