Heading west, bear Hollywood area's hype (6)
I believe the answer is:
hoopla
'hype' is the definition.
(I know that hype can be written as hoopla)
'heading west bear hollywood area's' is the wordplay.
'heading west' is a reversal indicator.
'bear' becomes 'Pooh' (Winnie the Pooh).
'hollywood area' becomes 'LA'.
'pooh' reversed gives 'hoop'.
'hoop'+'la'='HOOPLA'
(Other definitions for hoopla that I've seen before include "Fair game" , "needless commotion" , "Fairground throwing game" , "Throwing event at a fair" , "Throwing game where prizes aimed for" .)