SHELCORE TOYS HIRES AERIALS COMMUNICATIONS
By Adnews Staff
Shelcore Toys has appointed Aerial Communications Group of Toronto its Canadian public relations agency of record. Shelcore, based in Somerset, NJ, manufactures toys for infants and preschool children. The company hired Aerial based on a referral from Quiller & Blake Advertising, also of Toronto, which handles media planning and buying for Shelcore in Canada. In the U.S. public relations and promotions for Shelcore are handled by Yellow Advertising & Design of New York. In the United Kingdom the company uses London-based Wright Partnership. Advertising for the company is done in-house. Rick Greenberg, president of Shelcore, said Aerial fit the company's global public relations strategy. "Launching simultaneous public relations programs in the U.S. and UK with intent to expand the network, we expect that Aerial will take a leadership role, as the Canadian market represents the highest on-shelf penetration for Shelcore Toys," he said. In Canada, Shelcore Toys are distributed through retailers including Sears, Wal-Mart and Toys R Us.