20-year-old independent innovation agency GERTRUDE will partner with Mattel to elevate the strategic and creative inputs and outputs across the Mattel organization
CHICAGO, IL – July, 2025 — GERTRUDE, INC., the independent agency known for its 20- year history of delivering category-defining brand innovation for some of the world’s most recognized global consumer brands will be working with Mattel to reinvigorate how they build brands and develop integrated advertising and marketing campaigns. This work was awarded without a formal review process.
GERTRUDE will bring the agency’s expertise in innovation work, shaping renowned brands, and nimble, strategy-led approach to help differentiate Mattel’s amazing portfolio of brands and products in the crowded toy category. GERTRUDE’s global brand innovation remit spans Mattel, Inc., Fisher-Price (ex. Little People, Laugh & Learn), Mattel Creations (dedicated innovation unit), Action Figures (ex. Masters of the Universe), Games (ex. Scrabble), and Pre-School Entertainment (ex. Barney, Imaginext).
GERTRUDE’s scope includes strategy brand positioning, creative, and launch of fully integrated, 360-degree marketing campaigns for new products. The first work is scheduled to be in-market September 2025, for Fisher-Price® Laugh & Learn® and Fisher-Price Little People® products.
“We have always been an agency that believes that we should let our work speak for itself. The trust that Mattel has placed in GERTRUDE based upon the talent of our team and the unique approach we take to brand innovation is such incredible validation,” stated Otis D. Gibson, Founder of GERTRUDE. INC.
GERTRUDE will provide a wide range of services to support this engagement including: Research, Strategy, Ideation, Concepting, Account Management, Creative Development, and Production Services.
“To be able to help shape the creative future of a portfolio of brands that shape childhood, and what early creativity feels like, is a huge moment for our agency’” said Heather Knapp, GERTRUDE’s President.GERTRUDE, INC. ™ is a global strategy, ideation, innovation, advertising, content, and brand consultancy that balances bold ideas with discipline, grounded in business reality. For the past 20 years, GERTRUDE has led and produced work for AB InBev, Adidas, CAT Footwear, The Coca-Cola Company, DIAGEO, Fisher-Price, The Hershey Company, Mars Wrigley, Mattel, Inc. McDonald’s, Microsoft, Minute Maid Spiked, Near East, Ocean Spray, PepsiCo, Quaker, Red Bull, Red Tree Beverages, Rice-A-Roni, Singha Beer, Smoothie King, and Virgin.
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