SOURCE: Boogie Wipes

September 17, 2008 17:00 ET

Moms Take Start-Up to Stardom With First Saline Wipes Created Especially for Kids

Boogie Wipes' Revenue Projected at $2.9 Million in Year One; $9 Million in 2009

PORTLAND, OR--(Marketwire - September 17, 2008) - Less than one year after delivery of the first shipment, two Oregon moms' innovative product, Boogie Wipes, will pay off to the tune of $2.9 million. Created by inventor-moms Mindee Doney and Julie Pickens. Boogie Wipes are the first and only saline-enhanced personal wipes designed especially for kids' runny noses.

"We got tired of chasing our own kids' runny noses with ordinary tissues, and trying to squirt saline up their noses to get them some relief," said Doney, director of marketing and product development. "We couldn't believe someone hadn't thought of this before."

Searching for a better way to wipe, they combined pediatrician-recommended saline with a soft, moisturizing cloth strong enough to handle the tough job of baby boogies -- better known as mucus to the rest of the world.

Doney (33) and Pickens (42) formed Little Busy Bodies, Inc. in May 2007, and took delivery of the first Boogie Wipes shipment in December 2007. Boogie Wipes are now available in 18,000 retail outlets, including Babies"R"Us, Toys"R"Us, Wal-Mart and Rite Aid. By November 1, Boogie Wipes will be sold in 30,000 retail outlets nationwide.

Projected revenue for the first full year in business is $2.9 million, and the company is on target to reach $9 million in 2009. The product was also named as a 2008 finalist for the Juvenile Product Manufacturers Association (JPMA) Innovation Award.

"The business has grown very fast, and other moms actually stop us on the street to tell us how much they like the product," Doney said.

Like many start-ups, Doney and Pickens initially funded the company with their own savings and retirements; and then received loans from friends and family. In order to meet demand, they took on an investor and Series A funding last July; however, Doney and Pickens still maintain control of ownership. The Little Busy Bodies budding empire has now grown to 12 full-time employees.

Boogie Wipes have already been endorsed by more than 80 parenting websites, including Moms on the Move, Cool Mom Picks, The Baby Planners, Parents Magazine Goody Blog, Celebrity Baby Reviews and The Daily Stroll. "Boogie Moms" Doney and Pickens were also the presenting sponsors at the Babytime Expo this summer (http://www.babytimeexpo.com/).

In addition to their flagship product, the Boogie Moms have also created a Great Grape Scent and Boogies on the Run (travel-size Boogie Wipes). Two additional products will be launched in early 2009.

The mompreneurs' exciting success story recently made front page news in The Oregonian on Sept. 4: (http://www.oregonlive.com/news/oregonian/index.ssf?/base/news/1220498713127590.xml&coll=7); and Boogie Wipes have also been featured on The Big Idea with Donny Deutsch, The Today Show (http://www.msnbc.msn.com/id/24757680), and on ABC-, CBS- and Fox-affiliated programs.

For more information about or to order Boogie Wipes products, please visit www.boogiewipes.com. For all press inquiries, including interview requests, please contact Lisa Valentino, 760-688-6326, info@leavcom.com; or Neal Leavitt, 760-639-2900, neal@leavcom.com.

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