After what’s being called a “competitive review,” Minneapolis agency Olson has been awarded AOR status for hip, Boulder-based toy brand Kidrobot, which has branched out into a lifestyle company that’s opened a handful of brick-and-mortar operations over the last several years (NYC, LA, San Francisco, Miami and London to be precise).

Kidrobot’s ultimate goal/mantra is “making art possible” says the parties involved and to help the brand accomplish that, Olson will handle digital interactive duties, including strategy and creative development. Why them? Well, according to a statement from Kidrobot’s director of digital marketing Jill Stalowicz, “Olson just gets it. They clearly understand the challenges we’re up against and have an arsenal of tools and expertise to tackle them. They’re an extremely talented group of strategists, creatives and interactive experts who will help us usher in a new crop of toy and art enthusiasts, while giving our core fans more of what they’ve come to love about Kidrobot. Plus, they have a really strong culture, complete with random, mid-day games of dodgeball. That’s our kind of partner.”

According to the agency, there was no incumbent on the Kidrobot busienss.