Topps Takes Wraps Off New Wrapper

Bloomberg Business News

Topps Co. is showing off the new wrapper for Bazooka bubble gum with a seven-foot high replica at New York's most famous toy store. But don't worry, the comics are still there.

The repackaging--and larger-than-mouthful display at the FAO Schwarz store in midtown Manhattan--mark the approach of the 50th birthday of the candy-store staple, introduced in 1946.

The new wrapper features a big pink bubble and more contemporary styling. Inside, however, purchasers will continue to find Bazooka Joe comics surrounding the gum.

"Although over the years there have been some subtle design changes, we felt it was time to bring it into the end of the 20th Century and beginning of the 21st Century," said Topps Chairman and Chief Executive Arthur T. Shorin.

He said the new packaging will be backed up by an advertising campaign costing "many hundreds of thousands" of dollars. He wouldn't be more specific.

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