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J&J links with Mattel on Barbie Listerine and Reach products.
June 7, 2010
By: TOM BRANNA
Editor
At the 2010 Licensing International Show today in Las Vegas, toy powerhouse Mattel will unveil its partnership deals across several categories, including personal care. One accord links the world’s most iconic doll with a long-standing oral care leader. According to Mattel, Johnson & Johnson Healthcare Products will roll out Barbie themed oral care products with Listerine and Reach. The products are scheduled to hit stores in September. Also partnering with Mattel is clothing retailer Justice, which will offer its tween customers Monster High Skulette cosmetics. In addition, Mattel said it has extended its partnership with Dr. Fresh Inc. The Buena Park, CA firm currently offers a light-up timer toothbrush with a molded Hot Wheels car.
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