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 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