OP is investing in an image makeover set on renewing its expired cool status with tweens and teens. The Irvine, California-based apparel company has hired L.A.-based The Creative Couch to develop on-line promos, sweeps, consumer loyalty programs and gift-with-purchase programs aimed at the 12 to 20 set. Advertising and event marketing efforts valued at US$5 million will kick off this summer with print ads in Rolling Stone, Spin and various surfing mags (via DGWB, Irvine, California), a Surf Diva sweeps touted in Teen and other mags, and a national Teen Scene Mall Tour.

The Jim Henson Company is launching a national ad campaign in the U.K. supporting this year’s season launch of Bear in the Big Blue House on Channel 5 and the Disney Channel. A targeted outdoor advertising campaign in regions served by the Granada, Central and Carlton TV services and full page ads in national magazines such as Bella, Take a Break and What’s on TV will herald the May 2 debut. A summer PR campaign and a second wave of outdoor and print advertising in September will keep up the momentum as the licensing program builds steam with new toys from Mattel and the fall launch of a new Bear magazine for kids.