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Topps bubbles over Bazooka wrapper redesign

The Topps Co. unveiled a new wrapper for its 5¢ Bazooka bubble gum piece for the first time since the venerable product was introduced in 1946. The NY-based marketer has updated the familiar red, white and blue wrapper with a large pink bubble in the center.

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Yellow lightning bolts border the colors to add further sizzle. Additionally, the Bazooka lettering provides a more contemporary styling. "The new packaging retains the instant familiarity of Bazooka while freshening up the product's appearance and overall appeal," notes Arthur Shorin, Topps' chairman. "We wanted to position the product for our 50th Anniversary next year, and for onward into the new century," adds public relations director Marty Appel. Fabricon Products (River Rouge, MI) flexo prints the wrapper in five or six colors, depending on flavor. The wrapper's 25# clay-coated paper is wax coated on both sides, creating a 33# structure. Fabricon also prints the Bazooka Joe comic that is still included with each piece. Topps' Duryea, PA, plant uses Rose Forgrove (St. Charles, IL) 42-BG high-speed cut and wrap machines to produce approximately 630 wrapped pieces/min. Topps promoted the new wrapper design with a 7' model that formed a gateway at a New York city F.A.O. Schwarz store second-floor candy kiosk.

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