Bridge Brings Playground Into Its Fold

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Bridge Agency, one of the key interactive shops for Procter & Gamble Co., has bought Playground Advertising, a Cleveland agency that specializes in advertising and marketing to children.

As part of the deal, the 4-year-old Playground will discard its name, and its staff and office in Cleveland will operate under the Bridge name. Terms of the deal were not disclosed.

"Playground was attractive to us because it gives us access to a category that we hadn't done a lot of work in, that specifically being youth marketing," said Derin Denham, director of public relations at Bridge, Cincinnati.

The two agencies recently pitched and won the Spinmaster Toys advertising account just as the acquisition proceedings were under way. Spinmaster, Toronto, makes Air Hogs, air-powered flying planes.

Besides offering Bridge access to the Cleveland market, the acquisition of Playground also brings with it clients such as Thinkway Toys, Toy Craze, MGA Entertainment and NewKidCo.

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