Attention five to 12-year olds. Coming to a store near you; American Idol-themed toothpaste.
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| American Idol Orajel Toothpaste capitalizes on the hit show’s success |
The
American Idol Orajel Toothpaste comes in two flavors: watermelon and green apple, both top flavors among kids. The toothpaste started shipping this month and is set to hit stores shelves in April or May. The suggested retail price will be about $3.49.
Del Pharmaceuticals, the maker of Orajel, struck the licensing deal with the hit show because of its interactive voting components that are so popular among young people. The show’s status as the No.1 show kids are watching week after week didn’t hurt either, said Priscilla Devine, senior director of marketing for Del Pharmaceuticals. Kids ages six to 14 watch the show.
“We were looking for something that would play well among all ages, particular older kids,” Devine said.
“There is so much involvement between the child and the show, its very aspirational for them,” she added. “For a lot of the kids, it’s the biggest interactive event and kids are a major part of that.”
Del Pharmaceuticals also has a license for children’s toothpaste with the TV show
Little Bear.
The deal with Del Pharmaceuticals, is one of several new deals struck by FremantleMedia Licensing Americas.
In another deal,
American Idol extends its brand to a younger audience with a new Barbie doll line that uses role play as a key component to the fun. The Barbie doll, targeting kids six to nine, comes complete with her own storyline. She auditions for
American Idol, where she meets two talented friends, Simone and Tori. (Xtra, March 3)
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