The Hamburg-based Straub & Linardatos (S&L) communication media agency has been appointed to extend the baby care brand NUK by MAPA. The agency will be responsible for strategic development as well as conception and selection of licensed products and licensing partners. From early 2007 Straub & Linardatos have already been assigned the licensing and merchandising of the condoms brand BILLY BOY that belongs to MAPA as well.

For more than 50 years NUK ("Natürlich Und Kiefergerecht") has been the symbol of natural and anatomically design soothers. Today, about 160 NUK products are distributed in over 100 countries, including feeding bottles, rattles and children’s toothbrushes. All products are specially designed for the needs of mothers and their children aged 0 to 3. The slogan of the traditional baby brand "Understand Life” will naturally be the foundation of the new licensed product lines.

“When we contact potential licensees we definitely benefit from the high awareness level of the traditional NUK brand and their high-quality products. Of course, we will ensure that all licensed articles with comply with the same standards,” said Rüdiger Straub, CEO S&L. The agency is currently looking for licensees of the following categories: Apparel, soft furnishings, baby care, nutrition as well as children’s glasses. Claudia Engelhard, responsible for licensing at S&L said: “We will establish a broad portfolio of products that mothers may rely on – just as they rely on traditional NUK products.” Claudia Engelhard has already entered talks with carefully selected manufacturers, supervised by MAPA marketing director Baby Care, Hans-Joachim Rathjen.

BILLY BOY is already one step further. The existing product range (underwear, bed linen, lighters) will soon be complemented by the launch of other licensed goods, initiated by Straub & Linardatos. Their first strike: a BILLY BOY energy drink that will be distributed by LEH and petrol stations and cosmetics for Him. All contracts have been arranged in accordance with Marco Gehlken BILLY BOY marketing manager Health Care.

Straub & Linardatos was found in January 2004 by Rüdiger Straub and Ion Linardatos. The agency is based in Ottensen, Hamburg and employs 30 people. They provide services including PR for brands, products and companies, licensing and design to well-known customers such as HanseNet Telekommunikation (Alice-DSL), Deutsche BKK, Formaxx, Brown Forman (Southern Comfort) and the ice cream brand Ben & Jerry's (Unilever). For graphic and design tasks they rely on their professional in-house advertising division.