VAN NUYS, CA: Baby-product maker Munchkin is planning a major PR push in January 2003 for its new line of baby-feeding products.
The project is being handled by Tom Delaney, VP of marketing, who just recently joined the company. Delaney was previously director of Disney's toys division.
Munchkin has been working with Edelman for the past year, gradually increasing the role PR plays in its overall mix of marketing activities. "We don't want to have PR just for PR's sake. It must complement our overall marketing plans," Delaney said.
The company plans to introduce a new line of baby bottles and nipples next spring. "PR will be a big component of that," Delaney said. Media outreach efforts will likely begin in January, and then ramp up after the new products roll into stores during the second quarter of 2003. "We'll be communicating the points of difference of the new system," Delaney said of his PR plans.
Munchkin was an attractive career move to Delaney, he said, because of the company's culture of innovation. In his new role, he's responsible for PR as well as branding, packaging, advertising, promotions, and website development.
Munchkin is a privately held company founded in 1991, and claims that its products reach 200,000 consumers every week.