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Keds plans kids' line

Published on .

Keds is creating a new children's footwear brand called Keds Starbursts and has selected Foote, Cone & Belding, San Francisco, to handle advertising for its launch in the first quarter of next year. Keds becomes the latest footwear marketer to launch a kids' line with a gimmick. The Starbursts hook: The shoes change colors when exposed to sunlight.

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