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Gymboree Enrolls 'Playful, Strategic' Hive

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SAN FRANCISCO Gymboree Play & Music has hired The Hive Advertising to produce its 2004-05 consumer advertising and collateral, the agency said.

There was no review, said Hive co-founder DeAnn Budney. Previous advertising was handled in-house, according to Dave Knox, Hive creative director and co-founder.

Gymboree spent $840,000 on ads in 2003 and $978,000 this year, per Nielsen Monitor-Plus.

The San Francisco independent agency has developed a new tagline, "Growing young minds," to replace "Play and Music." The campaign is comprised of print ads, brochures, in-store signage and collateral materials.

The first print ad, "College Education," will run in the February issue of Parents magazine, the agency said. The ad combines a photo of a toddler with copy that declares, "If a college education is in his future, then think of us as an under, under, undergrad degree." Knox and David Stolberg were the copywriters.

Gymboree Play & Music, based in San Francisco, offers developmental play, music and arts classes for parents and children up to 5 years old. The company, which has been involved in child development classes since 1976, has more than 500 locations in the U.S. and 26 other countries, according to Jill Johnston, Gymboree vice president.

She said the Hive was a good fit for her company.

"We were looking for an agency partner that understood our mission and truly wanted to be a part of it," Johnston said. "The Hive is both playful and strategic with a very strong aesthetic—a very good fit for our brand."

Budney said the category is dominated by advertising that is similar and does not always reflect the realities of today's families.

"Our campaign for Gymboree Play & Music talks to parents adult to adult, with insight, humor and an understanding of how hard it is to be a parent in 2005," she said.