marykateandashley Teams Up with Aquafresh

Dualstar Consumer Products, which owns and operates the mary-kateandashley brand, introduced mary-kateandashley branded toothpaste. Named for teen superstars Mary-Kate and Ashley Olsen and co-branded with GlaxoSmithKline Consumer Healthcare’s Aquafresh, the mary-kateandashley brand toothpaste is the newest addition to the best-selling fashion, lifestyle and health and beauty product lines from the mary-kateandashley brand. The toothpaste begins shipping to retailers this week.

Executives said it is the first time a children’s toothpaste will be co-branded with live celebrities, rather than fictional or animated characters. Sold under the slogan “It’s How You Smile,” the new toothpaste will be available at retail nationwide beginning September 2003. It is also the first product in the mary-kateandashley brand health and beauty product line to be sold in stores other than Wal-Mart.

The photo of Mary-Kate and Ashley to be used on the product packaging shows the girls at age 13. It comes in a “Bubble Cool” flavor and the 4.6-oz. pump will retail for $2.77.