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Article: Now comes "Baby Time!" (Children's Television Workshop's new sub-branding program)
- Article from:
- Playthings
- Article date:
- October 1, 1998
- Author:
CopyrightCOPYRIGHT 1998 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Sesame Street Launches Major Sub-Branding Initiative
How do you build a brand? Carefully and strategically. Secure as the leading preschool brand, Sesame Street has announced a bold new sub-branding initiative to reach out and be a leading baby and infant brand as well.
The new sub-brand, called Sesame Street Baby Time, is being officially launched at the Juvenile Products Merchandising Association show in Dallas in October, and it reflects CTW's strategy to expand its market to target the highly profitable 0-3 year-old sector. Trading on parents' and grandparents' positive associations with the brand they trust and the characters they love, the goal is to be ...