• Brandweek, BrandlandUSA, Tuesday, November 17, 2009 10:40 AM

Coming this week to big-box retailers (Toys 'R Us, Target and K-Mart) and e-commerce (Amazon.com, Diapers.com and Buybuybaby.com ) sites near you: the Arm & Hammer Diaper Pail, which also carries the logo of its manufacturer, Munchkin, Elaine Wong reports.

Munchkin developed the product under a licensing agreement with Church & Dwight. The packaged-goods company sees its foray into the baby products category as a way to extend the multiple uses of its baking soda product, according to licensing director, Tammy Talerico. "It's like your baking soda box in the refrigerator, constantly at work," quips Munchkin senior brand manager Kristy Ardell. The baking soda "attacks the dirty diaper molecule by molecule," she says.

The alliance seems to make more sense than another one between two other venerable brands. Asks Garland Pollard in his "BrandlandUSA" blog: What the heck is the X-Acto brand name doing on a classic manual Boston Pencil Sharpener?

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