TOYING WITH ORAL CARE
a toothbrush, a toy and a merchandising opportunity. Colgate here and LEGO Group banded together to create an innovative toothbrush featuring the LEGO Jack Stone figurine. The toy with moveable parts can be taken out of the toothbrush for play, and it fits all LEGO toy sets. "When you combine the leader in kids' toothbrushes with the LEGO toy powerhouse brand, you've got an interactive and collectible toothbrush like no other," said Suzan Harrison, vice president and general manager, Colgate U.S. Oral Care. The introduction will be supported by freestanding inserts and in-store displays featuring a tie-in promotion with the LEGO Co., Billund, Denmark. The $3.49 toothbrush will ship to food, drug and mass channels in June. Colgate will encourage dual placement of this toothbrush in the oral care aisle and the toy section.
SERENA'S 'CLOSE-UP'
GREENWICH, Conn. -- Unilever here, the maker of Close-Up toothpaste, recently announced that professional tennis star Serena Williams is the new face of the brand. New packaging features Williams on three collectible boxes starting this month. A national promotional campaign includes in-store displays, freestanding inserts and a consumer sweepstakes, where one family of four will win an expense-paid trip to New York City, including courtside seats to the annual Grand Slam tournament in Flushing Meadows, N.Y.
'WEST SIDE' EXTRAVAGANZA
SANTA MONICA, Calif. -- "West Side Story" is leaping onto a special edition DVD collector's set April 1 for a limited time, complete with a dance card full of promotional partners. MGM Home Entertainment here will support the release with a "West Side Story" Sing-A-Long Tour, which will travel to theaters throughout the United States and Canada starting this month. MGM will also launch a print advertising campaign and tie in national cross promotions with 1-800 Flowers and Turner Classic Movies, including the creation of themed flower bouquets and a TCM sweepstakes to win a trip for two to New York City.
