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Playtex/Baby Magic

This article was originally published in The Rose Sheet

Executive Summary

Playtex Products completes acquisition of Baby Magic infant bath, lotion, shampoo, oil and powder products from Colgate-Palmolive, the company announced June 30. Colgate received $90 mil. in cash for the brand and will retain privileges to the mark outside the U.S., Canada, and Puerto Rico. The companies announced Playtex' intent-to-purchase agreement May 13 (1"The Rose Sheet" May 17, In Brief)

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Playtex Infant Care TV Campaign Backed By $10 Mil.-$12 Mil. Spend

Playtex will launch a TV advertising campaign in September to promote its Baby Magic line of infant care toiletries and a new line of baby wipes. First-year spending is expected to reach $10 mil.-$12 mil.

Playtex Infant Care TV Campaign Backed By $10 Mil.-$12 Mil. Spend

Playtex will launch a TV advertising campaign in September to promote its Baby Magic line of infant care toiletries and a new line of baby wipes. First-year spending is expected to reach $10 mil.-$12 mil.

Playtex acquisition

Playtex Products reaches definitive agreement to purchase Baby Magic infant lotion, shampoo, and powder products from Colgate-Palmolive for $90 mil. in cash, the company announced May 13. The deal includes the rights to the brand in the U.S., Canada and Puerto Rico. Colgate will retain privileges to the mark outside of those areas. Baby Magic is the second largest infant brand in the U.S. with a 15% share and sales of $48.9 mil. in 1998. The buys marks Playtex' fourth purchase in the category since January 1998; most recently, the company purchased Diaper Genie

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