La compañía comenzó la revisión en marzo a través de su sede en Alemania. Lola Madrid, de Lowe & Partners, será el responsable de la publicidad europea de Mattel y de su cuenta digital. Incluye las marcas Barbie y Hot Wheels. Para Miguel Simoes, director ejecutivo de Lola «es una gran oportunidad para nosotros y para ayudar [Mattel] a conseguir una posición fuerte en las negociaciones entre niños y padres»
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