NY Times columnist Joe Nocera was tickled pink to receive a random, slightly rambling, and over-the-top press release from Phil & Teds' publicist trying to connect the brand somehow to the birth of the Brangelina Twins. Suffice it to say, I know who I'm nominating for the board of the Juvenile Products Fluffers Association.
Nocera and the Gawker folks act most shocked--shocked!--by the out & proud declaration that, "Children have become fashion accessories to parents who take them out and show them off." Personally, I like the more insider-y spin better, where she calls Phil & Ted's "the Apple of juvenile products..."
P&T unveiled that concept in 2006 at the ABC Kids Expo, after a capital infusion from an Australian private equity firm helped the company rebrand & expand. And it's working! If you count the press release text on NYT and Gawker separately, they're up to three Apple-Phil & Teds mentions online!