KODAK, TYCO MAKE TOYS A SCIENCE

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For Eastman Kodak Co., photography is now kid's stuff.

Hoping to build brand awareness among young consumers, Kodak and Tyco Toys will introduce a line of science toys called Kodak for Kids.

The line includes a sturdy flash camera; a microscope (with grasshopper body parts as specimens); a flexible flashlight; and a videoscope. The camera will retail for $25, the microscope $40, the videoscope $50 and the flashlight $8.

Though Kodak for Kids is expected to hit stores by late fall, promotion isn't planned until early '96 due to production limitations. D'Arcy Masius Benton & Bowles, New York, will handle.

"We wanted to link science and photography with children," said Linda Latiuk, director of communications-licensing at Kodak. "Tyco was very strong in developing new products."

Separately, Kodak will work with First Foto, a St. Louis-based supplier of 75% of U.S. in-hospital newborn pictures, to provide digital equipment to the company.

DMB&B's involvement may explain why the agency has been rumored as a contender for Kodak's new global branding assignment, though Andrew Salzman, worldwide marketing manager and VP-consumer imaging, himself a former DMB&B executive, denied the agency is in the pitch.

Other contenders are said to include Young & Rubicam; J. Walter Thompson USA; Ogilvy & Mather; Ammirati & Puris/Lintas, and Leo Burnett Co., Chicago. A&P/Lintas is the agency behind a two-minute, eight-second film themed "Kodak is changing the picture" shown at a recent analyst meeting and other events.

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