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Wm. Wrigley Jr. Co.'s Amurol Confections this month launches its first Nickelodeon-branded products, the latest in a full lineup of Nick-licensed edibles including candy fruits from Favorite Brands' Farley Division and Nickelodeon-themed Macaroni & Cheese from Kraft Foods.

The timing for Nickelodeon's push into new categories of licensed products couldn't be better, as its ratings showed the biggest gains among children's TV programming through the fourth quarter of 1996.


The Amurol line includes Green Slime chewing gum, Chewology Bubble Gum Lab and Aaahh! Real Monsters bubble gum. Green Slime gum consists of large green pellets that produce slime when chewed. The products come in elaborate packaging with neon-colored graphics.

"We made the Nickelodeon stuff really interactive-using packaging and graphics so it looks like a wild experience for kids," said Gary Schuetz, VP-marketing.

The introduction is backed by print ads in Nickelodeon via Leo Burnett USA, Chicago. The plan also includes an on-pack promotional tie-in with Mattel Toys, offering savings on Mattel's own Nickelodeon-licensed toys: Floam, Mega Bump Floam, Smud, Speckled Smud and Tangle Twist.

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