17011 Mon, 09/21/2009 - 11:46am
LOS ANGELES–PEM America and actress/author Jenny McCarthy have formed a collaboration on a collection of non-toxic infant and juvenile home furnishings.
The partnership was developed and negotiated for McCarthy by Brand Sense Partners, a business-development consultancy. The line, trademarked as TOO GOOD by Jenny, includes bedding, bath textiles, room-decor products and newborn gift sets.
The bedding was formally launched at the ABC Kids Expo at the Las Vegas Convention Center last week. The bedding is in 100 percent cotton finished in Aloesoothe, a trademarked, aloe-enhanced finishing process.
In a joint statement from PEM, McCarthy and Brand Sense Partners, Keith Schneider, PEM’s senior vice president, said the TOO GOOD brand will play a role in McCarthy’s efforts to reduce children’s exposure to unsafe and unhealthy products. McCarthy—whose son, Evan, was diagnosed with autism in 2005—has written several books about helping and treating autistic children.