Aprica taps McKinney for global brand expansion

June 17, 2009

McKinney is in the baby business!

Aprica has selected the agency to lead brand expansion efforts across the U.S., Europe and Asia, including the development of a global web site. Owned by Newell Rubbermaid and headquartered in Osaka, Japan, Aprica is recognized internationally for its lightweight strollers, car seats and other children’s products.

In its new role, McKinney will provide a full range of marketing communications for global campaigns that will incorporate both traditional and emerging media.

Quote attributable from Miho Sugimoto, Director of Branding, Aprica “The Aprica brand offers simple, sophisticated design, and is for active families who want to include their babies in exploring and embracing the joys of contemporary life. McKinney understood Aprica’s brand intent, immediately. I am excited about the agency’s energy, creativity and understanding of what our brand is and how we are evolving. We are looking forward to our partnership with them.

Quote attributable from Jeff Jones, Partner and President, McKinney “Aprica is an amazing brand that helps parents integrate baby into their active lives. Many of us at McKinney are parents, and we’re excited to enter a category where the conversation between a brand and its best prospects is so important and so welcome. We’re looking forward to partnering with the Aprica team to introduce these great products to a new generation of families worldwide.”

About Aprica Aprica is a leading maker of premium strollers, car seats and other children’s products, headquartered in Osaka, Japan. The nearly 60-year-old brand has been recognized internationally for its extraordinary commitment to pediatric research and dedication to child safety. The addition of Aprica to Newell Rubbermaid’s Baby & Parenting Essentials global business unit in 2008 provides the company with three of the world’s strongest brands within children’s products, including Graco and Teutonia.