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Mervyn’s department stores secured an exclusive deal with Warner Bros. to use its Frosty the Snowman character as part of a $25 million holiday campaign. The effort will also include TV spots starring David Cassidy.
The pact marks the first time the snowman has been linked with a major retailer for the holidays. The centerpiece of the campaign is a 30-second spot from Ron Foth Advertising, Columbus, Ohio, that features new Frosty animation and Mervyn’s representative Wendy Braun.
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