Current Issue - Feature Article


Mr. Bubble "makes getting clean almost as much fun as getting dirty!" If you grew up in the U.S. in the last half of the 20th century, you'll recognize that familiar jingle. The Village Co. (TVC), Chaska, MN, recently purchased and relaunched the Mr. Bubble brand of bubble bath in a line that now includes an aerosol foam soap and pump hand soap, as well as body wash and shampoo. In addition to updating the look of the existing products, formulations have also been reformulated to be even gentler and now include a pediatrician's approval.

TVC bought Mr. Bubble in October 2008. "It was really an opportunistic purchase," explained Dan O'Connor, VP of Marketing at TVC. "Ascendia Brands went bankrupt and we had the desire to purchase the brand. We already owned the Village Naturals Bath Shoppe and Therapy brands for adults and the Sesame Street brand for children. This gave us the opportunity to add the #1 kids' brand* to our portfolio. Mr. Bubble is also an American icon...everybody recognizes the brand."

According to O'Connor, Mr. Bubble was started by the Gold Seal Co. in the 1960s as a bubble bath powder sold in a box. At one point in its history, it was converted to a liquid and was eventually sold to Playtex, who in turn sold it to Ascendia in 2005; it was then purchased by TVC in 2008. Over time, new products were introduced as well as different bubble bath varieties, including Gentle, Wacky Watermelon, Bubbleberry and Peach. The package graphics also evolved over time.

One of the newly-launched products is Mr. Bubble Foam Soap, which allows kids to decorate the tub—and their bodies—with gentle cleansing foam that floats on water. It comes in Extra Gentle and Original Bubble and retails for $2.99. The aerosol is filled by American SprayTech; the can is from Exal, the valve is from Summit and the cap is from Berry Plastics.

Ascendia had completed development of the Foam Soap product and already had commitments from a number of customers who were ready to purchase the item before turning the brand over to TVC.

"We just followed through on the development," said O'Connor. "It made a lot of sense to us. Mr. Bubble is about fun and bubbles and Foam Soap clearly fits the bill. You really have to try it to understand just how fun it is. It's amazing how much foam soap you can fit in a can!"

Just this Spring, the brand launched the new Moisturizing Hand Soap; this marks Mr. Bubble's first trip outside of the tub and was designed with fun, effectiveness and children in mind, according to Frank Klisanich, President and CEO of TVC.

"We are very excited about bringing Mr. Bubble into the Hand Soap category," he said. "Mr. Bubble is all about making getting clean fun. Mr. Bubble Moisturizing Hand Soap will get kids to wash their hands more frequently."

Kids represent about one third of all hand washings, but kids' hand soap represents just 2% of the market, and surveyed parents about kids' hand soap usage. Parents were "pretty unanimous" that if hand washing was more fun, kids would do it more often. That led to the development of hand soap in the custom-built Mr. Bubble character bottle from Monarch Plastics Group. Arminak & Associates provided the pumps.

Formulas are hypo-allergenic, dermatologist tested, moisturize with aloe and olive oil and come in two varieties: Original features the iconic Mr. Bubble pink formula and bubble gum scent while Extra Gentle is dye-free and fragrance-free for those with more sensitive skin. Both retail for $3.49.

*According to Nielsen Data, FDMx latest 52 weeks ending 3/20/2010.