Hot Dog! Classic Media and Charles Flora Join Forces to Unleash an All-New Lassie Pet Care Line; Companies Bring 'The World's Most Famous Dog'to Retail Shelves this Fall

Hot dog! Lassie's new pet care line "comes home" to retail shelves this September, timed to coincide with her 50th TV anniversary.

NEW YORK--()--May 17, 2004--Classic Media, the New York-based family entertainment company that is home to The Lone Ranger and Rudolph the Red-Nosed Reindeer, and Charles Flora Consumer Products, LLC, a leading manufacturer and distributor of licensed and branded health and beauty products, have teamed up to launch a brand-new Lassie branded pet care line. Eric Ellenbogen, Chairman and CEO of Classic Media and Bruce M. Friedman, CEO of Charles Flora jointly made the announcement today.

The Lassie line features the best innovations in pet care & grooming formulations, as well as packaging and design concepts exclusively branded with this "bone"afide movie and TV star. The companies will initially launch four SKUS, including pet shampoo, 2-in-1 conditioning shampoo, puppy no-tears shampoo and grooming spray. The Lassie pet care line is available at mass-market retailers everywhere beginning in Fall 2004. The launch is supported by powerful promotions leveraging Lassie's 50th television anniversary.

Eric Ellenbogen said, "We are extremely pleased to be working with Charles Flora on the launch of this exciting new pet care brand. They are proven leaders within the personal health and beauty category and are passionate believers in Lassie 's brand equity, making them the perfect partner to bring that kind of forward thinking to the pet care category for the first time."

"Lassie is an American icon that has come to represent trust and quality," added Bruce M. Friedman. "She has established a powerful emotional bond with generations of families and helped to define the way we view our pets as beloved family members. Lassie's star quality and the positive brand attributes she embodies will translate into a powerful new product line and retail presence that will excite the nation's 64 million pet owning households."

Media, Marketing and Promotional Support

A comprehensive marketing, PR and promotional campaign supports the launch of the Lassie pet care line. Details for promotions and specific retail programs will be announced later this summer.

The introduction of the new product line further benefits from Lassie's extensive media schedule: she is the busiest dog in Hollywood! Lassie currently stars in a new global TV ad campaign for GE. This top dog celebrates her 50th year on TV this September with the release of a new collector's edition DVD set and events tied into the anniversary. She has a new feature film based on Eric Knight's best-selling 1938 novel, "Lassie Come Home," heading into production; a new syndicated series called Lassie's PetVet in development; and an animated preschool series chronicling the adventures of Lassie as a puppy with animation house, Studio B in the pipeline. Lassie is also em-"barking" on a select city U.S. tour this summer to continue the tradition of live appearances for her fans.

About Lassie

Lassie is America's top dog! As one of the most enduring figures in entertainment history, Lassie has come to symbolize classic American values. Since her theatrical film debut in 1943, Lassie's name has shared top billing with Hollywood legends, including Elizabeth Taylor, Roddy McDowell, Mickey Rooney, Janet Leigh and Jimmy Stewart. Lassie's two-time Emmy Award-winning TV series has been seen in more than 100 countries around the world. She continues to make headlines wherever she goes and often graces the cover of the world's most popular magazines and newspapers. Lassie has also been honored with a star on the Hollywood "Walk of Fame," keys to major cities, invitations to host events such as the Macy's Petacular and the Rose Bowl Parade, and of course, the unwavering adoration of millions of fans.

About Charles Flora Consumer Products, LLC.

Charles Flora Consumer Products, LLC. is a manufacturer and distributor of licensed and branded health and beauty products for mass and specialty retail. The company's capabilities include: formulation, design, graphics, production, sales and distribution. Color Smash is a registered trademark of Charles Flora Consumer Products, LLC. Lavoris is a registered Trademark of CFCP Lavoris, LLC, a wholly owned subsidiary of Charles Flora Consumer Products, LLC. For more information on Charles Flora, visit

About Classic Media

Classic Media manages some of the world's most recognizable family properties across all media including feature film, television, home video and consumer products. The company's extensive library features a diverse collection of popular animated and live-action characters such as: Casper the Friendly Ghost, Mr. Magoo, Richie Rich, Peter Cottontail, Rudolph the Red-Nosed Reindeer, The Lone Ranger, Lassie, Underdog, Little Lulu, pat the bunny and Lamb Chop. For more information on Classic Media, visit us online at


Classic Media
Sasha Junk, 212-659-1993


Classic Media
Sasha Junk, 212-659-1993