Redefining French Toast

NEW YORK – Lollytogs is adding an identity push to the continuing branding effort behind its French Toast line of contemporary kids apparel, with a new consumer print campaign and a trio of cross promotions. A three-year campaign from Follis Advertising/New York that used the ‘French Toast. You don’t eat ’em. You wear ’em’ tagline helped establish the brand. Now the company is hoping to add personality. French Toast makes a variety of boys and girls clothing, shoes and accessories for ages three months to 13 years. A forthcoming campaign from Follis apes the Leo Burnett’s Dewars profiles. One example – five year-old Olivia’s goal in life is ‘to be like mom.’ The ads break in January in Child, Parenting, Working Mother and other parent-oriented mags.
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