Tide Partners with Children's Retailer Gymboree and Canadian Fashion Designer Jessica Biffi to Extend the Life of Your Clothes

     New Tide Stain Release works with your detergent to target and help
                 remove fresh and dried stains the first time

    TORONTO, Aug. 19 /CNW/ - A trusted name in laundry products, Tide is
launching a new in-wash stain booster, with the help of clothing retailer
Gymboree and Project Runway Canada runner-up Jessica Biffi. Tide Stain Release
is an advanced stain removal product that will simplify laundry routines, and
deliver unbeatable freshness, whitening and brightening results - in just one
    "Tide and Gymboree understand that parents get frustrated when 'Sunday
best' outfits are relegated to 'play clothes' because of tough stains," said
Victoria Maybee, Procter & Gamble External Relations Manager. "Tide Stain
Release can help extend the life of their kids' clothing, stretch their dollar
and save on time."
    To announce the arrival of the latest addition to the Tide family, Tide
has teamed up with Gymboree (www.gymboree.com) - specialty children's apparel
retailer - to help parents across North America get more wear out of their
kids' clothing by choosing quality items that last and last, and giving
parents easy and effective solutions for caring for those clothes. The
holistic, multi-touch point partnership between Gymboree and Tide Stain
Release includes web site integration, co-branded interactive components, and
a robust in-store marketing program with over 30 Gymboree stores across
    "Many parents appreciate the value that comes with purchasing quality
children's clothes that will last and last," said Dawn Kasper, Spokesperson
for Gymboree. "Now with Tide Stain Release, parents can extend that value and
let their kids be kids, knowing that their favourite Gymboree garments can be
protected from stubborn stains."
    In addition, fashion designer Jessica Biffi has been commissioned in
Canada to create signature girl/boy pieces out of gently used clothing -
treated with Tide Stain Release.
    As part of the launch of Tide Stain Release, Tide is hosting a children's
fashion show at Toronto's Yonge-Dundas Square on August 19. Hosted by Jessica
Biffi, the runway event will showcase Gymboree's fall fashions, along with
Biffi's one-time exclusive kids' pieces, made entirely out of second-hand
    "As a designer, I know the importance of making quality clothing that can
be worn again and again," said Jessica Biffi. "I was really excited about the
challenge to design durable, washable pieces for kids, as I wanted to help
parents get the most out of their kid's clothes. It's great to work with
companies like Tide who understand the value of great fabrics, great clothing,
and the importance of exceptional clothing care."

    To help parents with a variety of tough everyday stains, P&G researchers
have developed an ULTRA concentrated in-wash additive to help remove stains
right in the wash. Tide Stain Release contains a unique combination of
ingredients that work to seek out stains, have instant activation and will
complement any detergent, making your laundry routine even easier.

    Tide Stain Release ingredients include:
    -  Activators - make the product immediately available and more
    -  Enzymes - boost detergent power and help with complete removal of
    -  Polymers - keep debris from re-depositing onto fabrics and reduce

    Tide Stain Release is compatible with any machine type, regular and HE
detergents and all washable fabric types. It is available in duo pack, liquid
and powder formats.

    About Tide(R)
    For 60 years, Tide has been caring for the clothes of Canadian families
and helping to provide the everyday miracle of clean clothing. Please visit
www.tide.ca for helpful product information, practical tips on laundry care,
special offers and promotions, updated fabric care articles, and an
interactive Stain Detective, which provides official Tide stain removal

    About Procter & Gamble
    Three billion times a day, P&G brands touch the lives of people around
the world. The company has one of the strongest portfolios of trusted,
quality, leadership brands, including Pampers(R), Tide(R), Always(R),
Pantene(R), Mach3(R), Bounty(R), Pringles(R), Charmin(R), Downy(R), Iams(R),
Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R),
Wella(R), Gillette(R), and Braun(R). The P&G community consists of over
135,000 employees working in over 80 countries worldwide. P&G is the leading
consumer products company in Canada with over $2.9 billion in annual sales.
Please visit www.pg.ca for the latest news and in-depth information about P&G
and its brands.

    About Gymboree Corporation
    The Gymboree Corporation's specialty retail brands offer unique,
high-quality products delivered with personalized customer service. As of
August 1, 2009, the Company operated a total of 926 retail stores: 624
Gymboree(R) stores (591 in the United States, 2 in Puerto Rico and 31 in
Canada), 135 Gymboree Outlet stores, 120 Janie and Jack(R) shops and 47 Crazy
8(R) stores in the United States.
    The Company also operates online stores at www.gymboree.com,
www.janieandjack.com and www.crazy8.com, and offers directed parent-child
developmental play programs at 616 franchised and Company-operated Gymboree
Play & Music(R) centers in the United States and 30 other countries.

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/

For further information:

For further information: Victoria Maybee, P&G External Relations, (416)
730-4793, maybee.v@pg.com; Tamar Nersesian, Optimum PR, (416) 969-1291,

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