GILLETTE LAUNCHES CHILDREN'S TOOTHBRUSH LINE

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CINCINNATI (AdAge.com) -- Gillette Co., Boston, early next year will launch Oral-B Stages, a manual toothbrush line for children.

The toothbrushes are specifically designed for four stages of child development, from infancy through early "tween" years of 8 and up.

An advertorial-style campaign from Omnicom Group's BBDO Worldwide, New York, breaks in April. Spending wasn't disclosed; Bruce Cleverly, president of Gillette Oral Care Products, said it would be "substantial."

"Up to now, kids' toothbrushes have been ... multicolored, reduced versions of adult brushes with licensed characters," Mr. Cleverly said.

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