$3-5 Mil. Tinkerbell Goes to B&H

By Matt Surman

NEW YORK–Tinkerbell, a girls cosmetics and grooming accessories company, has chosen Burkhardt & Hillman to handle its $3-5 million ad launch following its acquisition by Renaissance Cosmetics.

The shop beat out two Renaissance roster shops, McCabe & Co. and Lotas Minard Patton McIver, both in New York, sources said.

The agency will create consumer ads for the brand, which has not been advertised in years, aimed at mothers and grandmothers. ‘We’ll position Tinkerbell as having play value between mother and child. Moms and daughters can share the growing-up experience,’ said Patrick Hillman, president of the New York shop.

Hillman expects the print campaign to break in June.

‘Burkhardt & Hillman gave us the most on-strategy images of fantasy and play we were looking for,’ said Lisa Yarnell, general manager of Northvale, N.J.-based Tinkerbell.

The Tinkerbell brand was launched in 1952 and had sales of as much as $30 million at its peak, but that figure declined in recent years. Greenwich, Conn.-based Renaissance acquired the brand and others from Mem Co. of Northvale, N.J., in December of last year.

‘It’s a classic that’s lacked attention and nurturing,’ said Yarnell.

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