Breaking News

Playtex Streamlines

November 17, 2005

Playtex Products has sold its non-core brand assets including Baby Magic, Mr. Bubble, Ogilvie, Binaca, Dorothy Gray, Dentax, Tek, Tussy, Chubs, and Better Off. The brands were sold to Cenuco, Inc., parent company of Lander, a health and beauty care products company. The purchase price for the brand assets was reportedly $57 million in cash, subject to certain adjustments.

"The divestiture of these brands is consistent with our strategic focus on our core categories of Feminine Care, Infant Care and Skin Care. While it is slightly dilutive in the near term, we believe this transaction will greatly simplify our business, reduce costs and therefore improve profits in the long run," said Neil P. DeFeo, Playtex's president and chief executive officer.

Playtex anticipates that the divestiture of these brands will lower projected sales for 2005 by approximately $6 million, and by approximately $53 million on a fully annualized basis.

  • Latin America: A Region in Flux

    Latin America: A Region in Flux

    Karen McIntyre, Editor||February 2, 2017
    Region looks to recover in 2017 but changes in U.S. trade policy could pose setbacks.

  • Needlepunch Nonwovens Report

    Needlepunch Nonwovens Report

    Tara Olivo, Associate Editor||February 2, 2017
    This versatile technology continues to replace fabrics typically used in automotives, filtration and more.

  • Personal Care  Wipes Market

    Personal Care Wipes Market

    Tara Olivo, Associate Editor||February 2, 2017
    Specialized wipes continue to emerge in this growing segment.