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Brandgenuity Adds to Playtex Roster

Ginsey’s new range will include a raft of toilet training and bathroom products.

Edgewell Personal Care, owner of the toddler care brand Playtex, has tapped Ginsey Home Solutions to develop a line of Playtex potty training and bathing accessories for toddlers.

Brandgenuity, Edgewell’s licensing agent, brokered the deal.

The potty training line will include a three-in-one potty system, the Potty Genie, that includes a floor potty with disposable bags, removable seat and convertible step stool. Ginsey will also manufacture potty rings, toilet trainers, travel folding potty seats, cushioned seats, step stools with safety grips and a rewards kit.

Meanwhile, the bath line will include bath mats, infant bath tubs and bath seats, rinse cups, spout guards and covers, shower heads, sprayers and sink rinsers.

“The Playtex licensing program is focused on categories that are a strategic fit for the brand,” says Jay Asher, managing director, Brandgenuity. “This license brings together a powerhouse name in baby and toddler care with a leading innovator in the bath and potty space. It’s truly a win-win for both sides.”

“We are thrilled to extend the Playtex and Playtex Diaper Genie brands to bath time and potty training in partnership with Ginsey,” says Jim Alsante, group marketing director, Edgewell. “For generations, Playtex and Playtex Diaper Genie have been giving moms what they need for better beginnings. Moms credit us with so many firsts and this line from Ginsey is no exception.”

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