Kids oral care category sparkles

Mary-Kate and Ashley Olsen made history last month in kids oral care. SpongeBob, Mickey and Cookie Monster are well-entrenched in the toothpaste aisle, but September's launch of mary-kateandashley Aquafresh toothpaste in a number of drugstore chains and Wal-Mart marks the first time the image of a human celebrity has ever graced a tube of the minty fresh dental cleanser. The fact that powerhouse kids brand mary-kateandashley - with its various licensed products generating more than US$1 billion in sales last year - has jumped into kids oral care speaks to the category's viability in the retail market.
By
October 1, 2003

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