Wyeth Consumer Healthcare has signed a new marketing agreement with TV channel Nickelodeon which will allow the pharmaceutical group to market its Centrum Kids multivitamin brand using the Jimmy Neutron, Boy Genius name. Jimmy Neutron is a popular character in a Nickelodeon cartoon.
Like the proverbial spoonful of sugar, the new Centrum Kids Jimmy Neutron multivitamins are designed to help the medicine go down more easily, and the chewable vitamin/mineral supplements come in the shape of a number of characters from the cartoon.
"We are very excited to extend Centrum Kids'relationship with Nickelodeon to include not only the much-loved Rugrats characters [after an agreement in 2000], but also the characters from Jimmy Neutron, Boy Genius," said Andrew C. Davis, senior vice president at Wyeth Consumer Healthcare.
"Our portfolio of multivitamins, which now includes characters from both Rugrats and Jimmy Neutron, provide parents with the best options to help meet their kids' nutritional needs."
A sentiment echoed by Leigh Anne Brodsky, senior vice president for consumer products at Nickelodeon. "The success of Centrum Kids multivitamins featuring popular Nickelodeon characters is rooted in the fact that both companies share the same philosophy: to create products based on parental trust and kid approval."
Centrum offers five multivitamin products designed to promote proper growth through supplementation: Centrum Kids Rugrats Complete, Centrum Kids Rugrats Extra C, Centrum Kids Rugrats Extra Calcium, Centrum Kids Jimmy Neutron Complete and Centrum Kids Jimmy Neutron Extra C. The vitamins come in three flavours: cherry, orange and fruit punch.