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September 24, 2008

Consumer-Friendly Electronics

ToogoodJenny McCarthy and Philips have both just announced new brand extensions. One is launching a range of sex toys. The other a lifestyle brand and consumer-product line for children.

Hands up if you thought the former Playboy model was responsible for the "intimate massager."

Well, actually it's Philips, the world's largest lighting manufacturer and a major player in flat screens, ultrasound machines, and electric shavers who are entering the $390-million European sex-toy market. The massager will initially be sold in the UK, through pharmacy chain Boots and Amazon.uk, according to the Associated Press, following which distribution throughout Europe is planned. The Telegraph reports that the diplomatically named Relationship Care products "target the hitherto neglected group of sex-toy users aged between 35 and 55."  More here.

Meanwhile, self-styled "celebrity warrior mom" Jenny McCarthy is attempting to extend her brand in the opposite direction. Building on her experiences in combating her son’s autism, McCarthy has begun work on Too Good, a lifestyle brand meant to bring to market "affordable, nontoxic and healthy products for children." More here.

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About This Blog

Brand extensions are all around us — clothing from the Sierra Club, furniture polish from Steinway and, yes, even the kitchen sink from Jacuzzi. TippingSprung, a New York-based brand-extension consultancy, publishes an annual survey on brand extensions with Brandweek. If you spot a noteworthy extension for the blog or survey, email us.

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