09/08/2008

Celebrity ‘Warrior Mom’ Jenny McCarthy Aligns with Brand Sense Partners to Create a Lifestyle Brand

LOS ANGELES, CA (September 9, 2008) – Celebrated actress, comedian, author and activist, Jenny McCarthy has entered into an exclusive agreement with new business development consultancy Brand Sense Partners (BSP) to create a lifestyle brand and consumer product line for children. Using their proven expertise in strategic brand creation, extension and celebrity licensing, BSP will identify and develop partnership opportunities that correspond with McCarthy’s mission to build a better environment for children everywhere.

As a leading advocate for adopting a holistic approach to child development, specifically for children with autism, McCarthy is looking to extend her TOO GOOD™ brand into children’s bedding, apparel, food and beverage, feeding products, toy and activity sets, cleaning products and bathroom textiles. From gluten-free to chemically-safe, the product line will reflect McCarthy’s unyielding passion for creating safe, non-toxic surroundings for children of all ages.

“Everywhere I go I meet parents who are looking for products that are safe for their children,” said McCarthy. “Unfortunately, they want what only a handful of specialty boutiques carry at a hefty price. BSP and I are working together to fill the market void in safe, non-toxic products for children. With the TOO GOOD™ brand, I intend to make the building blocks for a healthy environment universally accessible for all families. ”

McCarthy’s son, Evan was diagnosed with autism in 2005. After doctors informed her that there was no cure, McCarthy began to treat her son holistically through diet, nutrition and other interventions in his environment. Changes included using products with lead-free paints, providing gluten-free foods and participating in incremental vaccinations. Shortly after McCarthy began treating her son with these holistic solutions, Evan’s signs of autism subsided.
“McCarthy is considered a one-of-a-kind modern champion for mothers. She has become a trusted resource to help parents navigate the sometimes confusing choices set before them during their children’s development,” said Ramez Toubassy, president of Brand Sense Partners. “The TOO GOOD™ brand is an extension of her efforts to advocate for reducing children’s exposure to unsafe and unhealthy products. With McCarthy’s passion and vision as the driving force and our expertise in launching celebrity brands, the line is poised to reach insurmountable success. Parents everywhere will have access to a name they can trust at a price they can afford.”

McCarthy is a New York Times best-selling author of a series of books about motherhood and her battle with autism entitled, Belly Laughs, Baby Laughs, Life Laughs and Louder than Words: A Mother’s Journey in Healing Autism. Her new book, Mother Warriors, will hit stores in September 2008, and her sixth book, Healing and Preventing Autism with Dr. Kartzinel, is scheduled for release in the spring of 2009.

Companies interested in Jenny McCarthy’s brand extension program should contact Theresa Brown, Director of Business Development at 310-867-7222.

About Brand Sense Partners, LLC
Established in 2001, Brand Sense Partners, LLC (BSP) is a strategic new business development consultancy with an integrated turnkey infrastructure designed to execute the firm’s recommendations. BSP fosters growth in new categories of business for its clients by leveraging brand equity and other strategic assets. Clients focus on their core businesses while BSP’s team of industry experts develops the strategy through market research and in-depth analysis, negotiates the deals and manages the new lines of business. The BSP approach reduces capital costs, risk and time to market resulting in new, profitable and accelerated growth for its clients. Headquartered in Los Angeles, BSP manages more than 200 partnerships for its Fortune 500 clients with approximately $1.5 Billion in retail sales in the consumer products, media, technology, celebrity and fashion industries. For more information, please visit www.bsp.com.