Mattel has appointed Lola, Lowe & Partners’ Madrid-based agency, to handle its European advertising and digital account, which includes Barbie, Hot Wheels, Monster High, and Max Steel, as well as new product launches.

The win comes after a pitch — conducted without a consultant and led by the procurement team at Mattel — that took four months from the initial Request for Information to agencies until the decision. It is not known which other agencies pitched for the business, but Ogilvy & Mather has handled Mattel business for more than half a century.

Miguel Simoes, CEO of Lola, said, “This is a huge opportunity and a chance for us to help [Mattel] get a powerful position in the negotiations between child and parent it’s a process that involves a lot of emotion. Mattel is really in the international entertainment business, so this is fertile creative territory.”