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Boehringer Ingelheim’s cancer drug may be ‘next generation’ treatment

BY Alaric DeArment

RIDGEFIELD, Conn. Data from a late-stage clinical trial of an investigational drug by Boehringer Ingelheim could show that the drug is a “next generation” treatment for cancers of the lungs, head and neck, BI said Friday.

The German drug maker plans to present results of a phase 3 trial of BIBW 2992 at the annual meeting of the American Society of Clinical Oncology in Chicago, which will take place between June 4 and 8.

BIBW 2992 is a pharmaceutical drug that targets the epidermal growth factor receptor and human epidermal receptor 2, also known as EGFR and HER2. Both are proteins that are known to promote the growth of cancer cells. BI said the drug shrank tumors in 22% of head and neck cancer patients, compared with 13% among those taking Eli Lilly’s and Bristol-Myers Squibb’s Erbitux (cetuximab).

The company also reported that the drug showed “significant” ability to fight tumors in patients with non-small cell lung cancer, and that 61% of patients with EGFR mutations had significant tumor shrinkage.

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Huggies launches jeans diapers

BY Allison Cerra

DALLAS Kimberly-Clark has introduced a limited-edition denim-inspired diaper for its Huggies brand.

Huggies Little Movers jeans diapers are available nationwide from June to July. The jeans diapers were first launched in Israel in 2007 and expresses personal style, Kimberly-Clark said,

The release of the diapers will include a comprehensive integrated marketing program, including fashion shows, celebrity partnerships, social media, public relations, digital and e-commerce partnerships, TV, mall and Internet advertising, as well as highly visible and unique in-store displays and cross promotions.

“Jeans have always been a Mommy fashion must-have, but now it’s time for their little ones to steal the style,” said Stuart Schneider, senior brand director of Huggies. “The design helps babies stay trendy while keeping dry with the same revolutionary design and proven leakage protection that moms have come to know and trust from the Huggies brand.”

Huggies jeans diapers are available in three sizes, from size 3 (16-28 lbs) through size 5 (over 27 lbs) for a manufacturer’s suggested retail price of $9.59 for a jumbo pack and $19.99 for a big pack (diaper count varies based on diaper size).

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Shoppers Drug Mart, Sony enter merchandising agreement

BY Allison Cerra

TORONTO Shoppers Drug Mart has inked a deal with Sony to revitalize the Canada-based drug store chain’s service centers.

The agreement with Sony will result in the introduction of approximately 50 Sony products to the cmpany’s offering of consumer electronics, games and accessories in approximately 700 Shoppers Drug Mart and Pharmaprix stores across the country. New products include Sony’s popular video game systems such as the PlayStation3 and PlayStation Portable, as well as an assortment of PlayStation games, accessories and peripherals.

The rollout will begin this fall.

“This agreement with Sony, coupled with the recent announcement of our distribution arrangement with Rogers, brings together leading brands and serves to further strengthen our value proposition and optimize the service center in our stores,” said Jurgen Schreiber, president and CEO of Shoppers Drug Mart. “Our customers have responded very favorably to our current assortment of consumer electronics and entertainment products. Enhancing our product assortment with popular Sony items will provide our customers with even greater choice and convenience in this growing category.”

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