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The Boppy Company Hires Brandgenuity and Gives Birth to New Licensing Effort

10-08-2012

GOLDEN, Colo.–The Boppy ® Company, maker of the award-winning Boppy® Feeding and Infant Support Pillow, announced today that after a comprehensive agency search it has named Brandgenuity to be its exclusive licensing agency of record. Brandgenuity will help the Boppy brand expand beyond its core baby and prenatal products to a wide range of smart solutions that comfort and support mom and baby.
“We selected Brandgenuity because they are passionate about our brand and experienced in the categories,” said Nancy Bartley, CEO of The Boppy Company, LLC. “They just ‘got us’ and we felt we shared a common culture and common values,” she added.
The Boppy Company, whose iconic pillow has received the most votes in American Baby magazine’s “Best of the Year” contest 10 times from 2002 to 2012, plans to launch a comprehensive licensing program and work with licensing partners to create a new range of high-quality Boppy-branded products that will provide “Support for all Momkind.” Key categories for expansion include gear, changing and bath products, bedding, layette, furniture, home décor and toys.
Added Bartley, “As the category leader, and a trusted friend to moms, we have so much to offer our partners, including our beloved brand, our engaged community of mom fans and our expertise in creating stylish, versatile products that comfort and support. We are thrilled to be partnering with Brandgenuity and cannot wait to get started.”
“We are honored to have been chosen by The Boppy Company to help the brand grow strategically through licensing,” said Jay Asher, Partner, Brandgenuity. “We believe this brand has all the key ingredients for licensing success – high awareness, a community of devoted fans and a unique function and aesthetic.”
“But most importantly,” added Asher, “Mom has a real emotional connection with this brand and she trusts the Boppy name and its reputation for quality – for herself and for her baby – when it comes to comfort, versatility and support.” Brandgenuity plans to tap into that emotional connection and transfer that trust into new categories and products.
Asher will attend the 2012 ABC Kids Expo in Louisville, KY October 14-17. For more information about the Boppy licensing program or to set up an appointment please call Brandgenuity at 212-925-0730.
About Brandgenuity LLC
Brandgenuity LLC is a leading independent brand licensing agency based in New York. The agency was voted #1 Licensing Agency of the Year 2008 by a leading industry publication. Brandgenuity extends world-class brands into new categories to build awareness and generate incremental revenue. Turnkey licensing services include strategic licensing planning, prospecting, legal support & contract negotiation, and retail development. The agency’s clients include A+E Networks, Church & Dwight, MGM Studios, Harlequin Enterprises, The Juilliard School, Pella, World Poker Tour, Kathy Davis Studios, FX Network and The Really Useful Group (The Phantom of the Opera), among others.
About The Boppy Company
The Boppy Company is based in Golden, Colo. and makes the award-winning Boppy® Feeding and Infant Support Pillow which received the most votes in American Baby magazine’s “Best Bets” contest a record 10 times. Created by mom inventor Susan Brown, the award-winning Boppy Pillow has become a “must have” in today’s nurseries. In addition to the original Boppy Pillow, The Boppy Company’s family of products includes: the Prenatal Comfort Collection, Newborn Loungers, SlideLine™ Collection play products and the new Boppy® Way To Go™ Travel Collection products featuring the Boppy Travel Pillow. For more information, visit www.Boppy.com. The Boppy Company is now a part of The Artsana Group, makers of Chicco branded infant products. Learn more at www.artsana.com and www.chiccousa.com.
Contact:
Rachel Humiston / Brandgenuity LLC
212-925-0730
Rachel@brandgenuity.com

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