Innovative Juvenile Product Firm Sassy® Selects Crossbow Group for New Product Launches

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Sassy, Inc., a subsidiary of Kid Brands, Inc. that markets and distributes infant developmental toy, bath and feeding products, has chosen Crossbow Group to develop and implement new product introduction strategies that leverage direct response and social media. Crossbow will work with selected category managers to deliver efficient and scalable go-to-market plans. The business was awarded after a review process.

Sassy, Inc., a subsidiary of Kid Brands, Inc. that markets and distributes infant developmental toy, bath and feeding products, has chosen Crossbow Group to develop and implement new product introduction strategies that leverage direct response and social media. Crossbow will work with selected category managers to deliver efficient and scalable go-to-market plans. The business was awarded after a review process.

"The Sassy brand is known and loved by moms everywhere. We'll work with Sassy's marketing leaders to build on this positive equity," said Jay Bower, Crossbow Group President. "We look forward to leveraging our consumer product launch experience and exploring unique ways to introduce new products in an era when the customer has more influence and choices than ever before."

"We chose Crossbow Group because of their unique direct response approach in the on-line space," said Rick Schaub, president of Sassy. "Crossbow knows how to reach millennial Moms in the most relevant channels."

About Sassy, Inc.
Founded in 1982, Sassy operates out of Kentwood, MI. Sassy enjoys distribution in all major trade channels, including mass market retailers, food chains, drug stores, catalogs, and inde-pendent baby and toy stores in the United States. In addition, Sassy products can be found in 29 countries worldwide. Sassy's extensive product categories have grown to include develop-mental and attachable toys, infant and toddler bath and feeding products, grooming and hygiene products, teething products and room organization products. For more information about the company go to http://www.sassybaby.com, or contact customer service at (616) 243-0767.

About Kid Brands, Inc. (Sassy's parent company)
Kid Brands, Inc., and its subsidiaries are leaders in the design, development and distribution of infant and juvenile branded products. Its design-led products are primarily distributed through mass market, baby super stores, specialty, food, drug, independent and e-commerce retailers worldwide. Prior to September 2009, the Company was known as Russ Berrie and Company, Inc.

The Company's operating business is composed of four wholly-owned subsidiaries: Kids Line, LLC; LaJobi, Inc.; Sassy, Inc.; and CoCaLo, Inc. Through these subsidiaries, the Company de-signs and markets branded infant and juvenile products in a number of complementary catego-ries including, among others: infant bedding and related nursery accessories and decor (Kids Line® and CoCaLo®); nursery furniture and related products (LaJobi®); and developmental toys and feeding, bath and baby care items with features that address the various stages of an infant's early years (Sassy®). In addition to the Company's branded products, the Company also markets certain categories of products pursuant to various licenses, including Carter's®, Dis-ney®, Graco® and Serta®. Additional information about the Company is available at http://www.kidbrandsinc.com.

About Crossbow Group
Crossbow Group is a full-service direct and interactive marketing and communications firm with expertise in developing high impact consumer product and service launch campaigns and pro-grams that drive measurable results - across the entire spectrum of communications media. With a solid grounding in the discipline of conventional and interactive marketing, Crossbow Group ensures that all communications work together as an integrated whole to achieve an ROI that meets or exceeds expectations. The firm's client list includes CIGNA HealthCare, T. Rowe Price, Intuit, Yahoo!, The Motley Fool and other well-known brands. For more information about the company, go to http://www.crossbowgroup.com or contact Jay Bower at (203) 222-2244 or jbower(at)crossbowgroup(dot)com.

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JAY BOWER
Crossbow Group
203-222-2244 ext. 103
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