Natrol Adopts Nate the Dragon

Chain Drug Review, August 14, 2000

No one is ready to predict that Nate the Dragon will be the next Barney the Dinosaur, but the animated mascot has been created to help drive interest in Natrol Inc.'s restaged and expanded Kids Companion line.

"We created Nate so we could have a fun and exciting way to promote the Kids Companion line," explains brand manager Mike Jamerson. "We have had a multivitamin for children for six years, but now we are enhancing and expanding the line. I think Nate the Dragon will be a big help."

In addition to appearing in ads for the line, Nate will be used on a number of promotional premium items, including temporary tattoos, a lunch box, a growth chart and even a Beanie Baby due out in the fourth quarter of next year. Also, to ensure that the behemoth has help promoting the line, plans call for the introduction of Kate the Dragon sometime soon.