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Brandgenuity Named as Licensing Agency for Oxi-Clean®,
First Response®, and Arm & Hammer®

Agency to help extend brand into a wide range of categories

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NEW YORK, NY (November 6, 2008) – Brandgenuity LLC, a trademark licensing agency based in New York City, announced today that it has signed an agreement with Church & Dwight Co., Inc, to represent the company’s OXI-CLEAN® and FIRST RESPONSE® brands and select product categories for the ARM & HAMMER brand. Brandgenuity will work to extend the trademarks into key household and personal care product categories that embody each brand’s core equities and aspirations.

Founded in 1846, Church & Dwight produces and markets a broad portfolio of household, personal care, and specialty products. The company has implemented a licensing strategy to expand the foot print of its well-known brands into new aisles and channels.

Tammy Talerico-Payne, Church & Dwight’s Director of Licensing, commented, “Church & Dwight’s trusted brands are known for their efficacy, versatility, and commitment to quality. We look forward to expanding our brands into new relevant product categories that serve our loyal consumers and access new consumers by delivering exciting new brand extensions.” Talerico-Payne added, “We are delighted to be partnering with Brandgenuity in expanding our trademark licensing portfolio. Brandgenuity is known for its strategic and dynamic approach to licensing that has produced many successful results.”

“Brandgenuity is excited to represent these market-leading brands,” said Andrew Topkins, Managing Director of Brandgenuity. “We are honored that Church & Dwight has selected Brandgenuity and look forward to helping the First Response, Oxi-Clean, and Arm & Hammer brands expand their footprint and bolster Church & Dwight’s long-term initiatives.”

About Church & Dwight, Co. Inc.

Church Dwight Co., Inc. manufactures and markets a wide range of personal care, household and specialty products, under the Arm & Hammer brand name and other well-known trademarks.

About Brandgenuity LLC

Brandgenuity LLC is a leading independent brand licensing agency based in New York. The agency was voted #1 Licensing Agency of the Year 2008 by a leading industry publication. Brandgenuity extends world-class brands into new categories to build awareness and generate incremental revenue. Our trademark licensing services include strategic licensing planning, prospecting, legal support & contract negotiation, and retail development. The agency’s clients include MGM Studios (Pink Panther, Stargate, Robocop, Fame, and Legally Blonde), Food Network, Atari, World Poker Tour, Cadbury Adams (Bubblicious, Sour Patch, Swedish Fish, Chiclets, and Halls), Church & Dwight (Arm & Hammer, First Response, OxiClean), Pabst Brewing Company (Colt 45, Lone Star, Old Milwaukee, Old Style, Primo, and Schlitz) and The Really Useful Group (The Phantom of the Opera) among others. For more information please visit us at www.brandgenuity.com.

Contact:

Rachel Humiston
Brandgenuity LLC
(212) 925-0730

rachel@brandgenuity.com

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