MATTEL: has formed a licensing partnership with lifestyle sports brand adidas to create a new collection of apparel, accessories and footwear for the My Scene, Hot Wheels and Fisher-Price brands. In the spring, the deal calls for a new line of My Scene Sporty Style dolls (Kennedy, Madison and Chelsea) featuring adidas fashions. Each doll highlights an individual sport and includes accessories. In addition, Mattel and adidas are in the midst of launching a second phase of Hot Wheels Ice Packs-branded shoes for boys.
CO-OP PROMOTIONS: Hollywood, CA, has appointed Jennifer Roberts as promotions director. Most recently, she worked for Playboy TV and Showtime Networks. The national sales promotion company specializes in creative P-O-P promotions. Its roster of clients includes Heineken, Tecate beers, Astra Zeneca, Sears Portrait Studio and SunMaid Raisin Bread.
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