PROCTER & GAMBLE EXPANDS PAMPERS LINE
By Adnews Staff
Procter & Gamble, based in Cincinnati, Ohio, will expand its Pampers brand of diapers and wipes to include infant's and children's clothing. The company granted a license to Dana Undies, Inc. of Manhattan, New York to manufacture and sell the clothing line and related accessories under the Pampers brand name. The line, to be called Pampers Children's Wear, will be available in Canada and the U.S. later this year. The collection includes infant underwear, sleepware, receiving blankets, washcloths and booties. Other products will include specialty items such as newborn bodysuits with a cut-out for umbilical cord care. According to Deb Henretta, vice president and general manager of P&G Baby Care, the Pampers brand is expanding to become more then diaper and wipes. The new line is a step towards the firm's goal of being a "total baby care company." The clothing will be available in food, drug and mass retailers. Although marketing plans are still being developed, consumer advertising, direct mail and joint promotions are expected to be included. North American advertising for Pampers is handled by D'Arcy Masius Benton & Bowles of New York.