P&G Licenses Pampers Label for Children's Apparel

Brandweek, June 26, 2000

CINCINNATI--Procter & Gamble granted a license to Dana Undies to manufacture and sell a line of infant layette, children's clothing and related accessories designed exclusively under the Pampers brand name in North America. The collection will launch later this year and be distributed through food, drug and mass retailers.

Marketing plans are still in development, but will likely include consumer advertising, direct mail and joint promotions. The initial clothing line, Pampers Children's Wear, in sizes newborn to 4T, will come in fun and contemporary prints that illustrate Pampers' brand identity.