Playtex consolidated its communication planning and implementation work at Mediaedge:cia. Sister agency MediaCom previously handled the business. Mediaedge:cia already works with Playtex's parent
company Energizer Holdings and is also the media agency of record for Schick-Wilkinson Sword, also part of the Energizer family. Playtex brands include Banana Boat sunscreen, Playtex feminine care,
and Playtex infant care products. The account is valued at $60 million.
