Toys and games media specialist BLM Azure has won a hat trick of new business after being appointed by Golden Bear, RTL Games and Blast Entertainment.
The Golden Bear account was won from Universal McCann, with the firm's portfolio of licensed products including Noddy, Dora the Explorer, Thomas the Tank Engine, Bob the Builder and Shaun the Sheep.
RTL Games, meanwhile, was set up by Dragon's Den contestant Rachel Lowe, who is the creator of the Destination game, which is being tipped as the new Monopoly. Destination London is a bestseller in Hamley's, while the company has just signed a deal with Cards Inc for a Harry Potter edition, called Destination Hogwarts.
Finally, Blast Entertainemt specialises in children's computer games and heralds BLM Azure's first account in this market. The Blast range is primarily based on established children's licences such as Mr Bean, Postman Pat, Bob the Builder, Charlotte's Web and ATOM.
In each case, a deciding factor in appointing BLM Azure was its record in developing integrated sponsorships and online promotions for the kids and youth sector.
The company is a top three kids spender with the major children's TV networks and accounted for around 15 per cent of toys and games advertising on TV in 2007.
Its client list includes Character Options, MV Sports, Corgi, New Bright, Worlds Apart and Trends UK.