New Diapers for Sprout


PBS Kids Sprout is done shopping for diapers and training pants.

The joint venture of Comcast Corp., Sesame Workshop, HITS Entertainment and PBS Kids, which launched Monday, announced an agreement with Kimberly-Clark Corp.'s “Huggies” and “Pull-Ups” brands Wednesday.

Kimberly-Clark said it will explore the use of the emerging digital, online and video-on-demand technologies to initiate Huggies and Pull-Ups cross-promotional content opportunities with viewers.

“We believe this type of consumer-centric, consumer-controlled environment is the future of advertising and branding,” Kimberly-Clark media-services group director Brad Santeler said in a prepared statement.

Kimberly-Clark director of marketing services Hedy Lukas added, “This first-of-its-kind partnership between Kimberly-Clark and PBS Kids Sprout is a great example of how K-C … will invest in innovative and strategic advertising and marketing opportunities to further build its brands, improve brand equity and extend K-C's leadership position among customers, shoppers and users.”