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This article was originally published in The Tan Sheet

Executive Summary

Children's multivitamin will be rebranded with characters from the Nickelodeon cable network's "Rugrats" series in times for a September launch. In addition to an advertising effort targeting the Rugrats multis, a new feature film is set for release. The popular cartoon characters replace Shamu, the Sea World killer whale, on the Centrum children's line. The move quickly follows the debut of Rexall Sundown's Pokemon children's multis (1"The Tan Sheet" Dec. 20, 1999, p. 3)

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