Energizer Bunny Births Hummingbird, Or Is It the Other Way Around?

Split of Company Gives Rise to Edgewell's New Avian Logo

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The Energizer Bunny has given birth to a hummingbird. The tiny avian will be the logo of a new company to be born from Energizer Holdings later this year.

Technically, it's the other way around. Energizer Personal Care, which the company today announced is to be dubbed Edgewell (with a hummingbird logo), is the company that for tax and regulatory purposes will remain after Energizer Holdings, home of the bunny, battery brand and other household products, is spun off later this year.

The company unveiled the new Edgewell name, which will house such brands as Schick, Edge, Playtex, Banana Boat and Stayfree, in a presentation at the Consumer Analyst Group of New York annual conference in Boca Raton, Fla., today.

The CEO of the new Edgewell, David Hatfield, who has led Energizer Personal Care since 2007, said in a pre-recorded message for employees replayed at the meeting that "the hummingbird captures what we do as challengers and innovators."