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The Playtex Brand Signs New Licensee Ginsey

Ginsey Home Solutions Unveils Playtex Bath Line & Potty Training with Potty GenieT™ Technology

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New York, NY (October 26, 2016) –Edgewell Personal Care, owner of the leading infant and toddler care brand, Playtex, has announced that it has licensed the Playtex brand to Ginsey Home Solutions, a manufacturer of innovative home décor and juvenile products. Ginsey will develop and launch a line of potty training and bathing accessories for toddlers. The line launched at the ABC Expo held in Las Vegas on October 18-21.

The potty training line will feature a 3-in-1 potty system, the Potty GenieTM, that includes a floor potty with disposable bags, a removable seat and convertible step stool. In addition to the Potty GenieTM, Ginsey will also manufacture potty rings, flexible secure fitting toilet trainers, travel folding potty seats, cushioned potty seats, step stools with safety grips and a rewards kit. 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. All products will be beautifully designed with innovative features to keep potty training and bath time safe, neat and easy.

“We are thrilled to extend the Playtex and Playtex Diaper Genie brands to bath time and potty training in partnership with Ginsey,” said Jim Alsante, Group Marketing Director. “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.”

The Potty GenieTM will feature patented technology and include odor control plastic liners to help with cleanup, as well as an innovative lock-in feature to secure the disposable bags in place. A removable ring easily adapts to either round or elongated adult seats, allowing the child to grow with the Potty GenieTM and help transition to a standard toilet. The Potty GenieTM and other products will be available in stores beginning in December.

“Ginsey’s focus has always been on innovation and style for all of our home products,” said Mary Fullam, SVP of Marketing and Brand Development. “We are thrilled to be adding Playtex to our portfolio of licenses. Consumers and retailers want high quality products from brands they trust and Playtex fills this need perfectly.”

The agreement between Edgewell Personal Care and Ginsey Home Solutions was brokered by Edgewell’s licensing agency, Brandgenuity.

“The Playtex licensing program is focused on categories that are a strategic fit for the brand,” said Jay Asher, Managing Director at 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.”

About Ginsey Home Solutions

Founded in 1952 by a group of innovative individuals focused on the stylish interpretation of everyday home products, Ginsey Home Solutions has grown into a worldwide multi-channel supplier of functional and decorative bathroom, home and pet products for the entire family.
Focused on the interpretation of practical everyday home products with a blend of style, Ginsey Home Solutions represents renowned licenses such as the Arm & Hammer, Disney, Nickelodeon, Graco, Sesame Street, Little Tikes. Rubbermaid, and Sharper Image. Our motto remains - Smart design. Every Home.  www.ginsey.com

About Edgewell Personal Care™

Edgewell Personal Care (NYSE:EPC) manufactures and markets a diverse range of personal care products in the wet shave, skin care, feminine care and infant care categories with well-established brand name products such as Schick® and Wilkinson Sword® men's and women's shaving systems and disposable razors; Edge® and Skintimate® shave preparations; Playtex®, Stayfree®, Carefree® and o.b.® feminine care products; Banana Boat® and Hawaiian Tropic® sun care products; Playtex® infant care products and gloves; Diaper Genie® and Litter Genie® disposal systems; and Wet Ones® moist wipes.  ©2016 Edgewell.  The Playtex® trademark is used under license.

About Ginsey Home Solutions

Edgewell Personal Care (NYSE:EPC) manufactures and markets a diverse range of personal care products in the wet shave, skin care, feminine care and infant care categories with well-established brand name products such as Schick® and Wilkinson Sword® men's and women's shaving systems and disposable razors; Edge® and Skintimate® shave preparations; Playtex®, Stayfree®, Carefree® and o.b.® feminine care products; Banana Boat® and Hawaiian Tropic® sun care products; Playtex® infant care products and gloves; Diaper Genie® and Litter Genie® disposal systems; and Wet Ones® moist wipes.  ©2016 Edgewell.  The Playtex® trademark is used under license.

About Playtex® Products for Infant Care

For over 50 years, Playtex has been committed to understanding what’s most important to both moms and babies and has developed products such as the Diaper Genie, the #1 selling* diaper disposal system. We work continuously with each new generation of moms and their babies to help us learn firsthand how we can provide the highest quality baby products, giving moms and babies exactly what they both need for better beginnings right from the start.

About Brandgenuity

Brandgenuity LLC is a leading independent brand licensing agency based in New York with offices in London. The agency is ranked amongst the top 15 licensing agencies worldwide. Brandgenuity extends famous and iconic brands into new categories to build awareness and generate incremental revenue. A full suite of licensing services includes strategic licensing planning, prospecting, legal support & contract negotiation, retail development and assisting manufacturers in the strategic acquisition of licenses. The agency’s clients include Stonyfield Organic, Viacom Network, Arm & Hammer, Hawaiian Tropic, Banana Boat, Playtex, Planet Fitness, Gas Monkey Garage, and MGM Studios, among others. For more information, please visit www.brandgenuity.com

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