The triennial show in Birmingham U.K. took place March 30-April 3. The clickable deodorant is Sure Ultra Dry Cream. U.K.'s London-based Elida Faberge markets the brand in a package featuring a toggle switch at the bottom of the face panel. Depressing the toggle engages a sprocket in the base that in turn revolves and pushes the deodorant platform upwards dispensing the deodorant. Structural designer John Lamb from Tin Horse (Marlborough Wiltshire U.K.) explains that traditional actuating devices such as bottom twists and push ups could not offer the type of control necessary for this cream deodorant. A challenge existed according to Lamb because the cream deodorant contains silicone which has a tendency to leak out of the package if the contents are not controlled appropriately. (Cream deodorants were new to the U.K. market at the time of launch last year.) The successful solution-a nine-piece assembly-is being manufactured by Wiko (Exton PA) a supplier of dispensing systems that is based in Germany.