Keds Extends Deal With Mischa Barton

BOSTON Keds, a subsidiary of Stride Rite Corp., said Monday it has extended its relationship with actress Mischa Barton.

The new deal will expand Barton’s current role to be the spokesperson for Keds worldwide, and extend the relationship for an additional year. The brand has committed to a three-year contract with the actress from 2005 through 2007. Financial terms were not disclosed.

As part of this agreement, Barton will appear in the footwear company’s print, TV and outdoor advertising campaigns, direct mail, in-store materials and online in North America and around the world, as well as make personal appearances domestically and abroad on behalf of the brand.

Barton currently plays Marissa on Fox’s The O.C. She made her debut in Keds ads last year.

“Mischa Barton is known worldwide,” Chuck Redepenning, president of Stride Rite in Lexington, Mass., said in a statement. “Her classic image transcends continents and resonates with the Keds’ consumer in all of our international markets.”

Independent Toth Brand Imaging in Concord, Mass., handles Keds’ estimated $10 million ad account.

—Brandweek staff report