Playtex acquisition
This article was originally published in The Rose Sheet
Executive Summary
Playtex Products reaches definitive agreement to purchase Baby Magic infant lotion, shampoo, and powder products from Colgate-Palmolive for $90 mil. in cash, the company announced May 13. The deal includes the rights to the brand in the U.S., Canada and Puerto Rico. Colgate will retain privileges to the mark outside of those areas. Baby Magic is the second largest infant brand in the U.S. with a 15% share and sales of $48.9 mil. in 1998. The buys marks Playtex' fourth purchase in the category since January 1998; most recently, the company purchased Diaper Genie