New Product Guide 2005

Introduction

Babies grow fast and require different baby care products at each stage of their development. PIGEON MagMag focuses on the changing needs of growing babies and provides the perfectly designed shapes for each of them.

Drinking from a straw is different from nursing and it is a learned skill, while drinking from mothers' breast is a born skill. MagMag is a 3 step training cup to help babies develop oral mechanics they need to attain the goal of drinking as the same way as adults do.

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PIGEON MagMag captured the heart of mothers since its first release in Japan in 1982. This revolutionary product, which to support baby's natural development, is based on extensive research in baby and baby's oral development.

In 1990, original MagMag for overseas market was developed and immediately gained mothers trust over the world. Now in 2005, we proudly introduce our 3rd generation MagMag.

Mag

Mag

Cu

pM

agM

ag T

op

Parts

D772 Nipple Top D774 Straw TopD 773 Spout Top

MagMag line up (2005/8)

D842 Nipple Cup D843 Spout Cup D844 Straw Cup

*Spare straw is also available

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Marketing Strategy

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What mothers think it important in choosing a baby cup is what they think it “comfortable” and “convenient” for both mother and baby.

This is the survey result conducted in 2003 in Singapore to find mother’s needs.

N=40

22

11

33

This is the graph that shows respondents’ choice of 3 important factor in choosing baby cups.

Function of easy to drink and leak proof shares the highest. Another point is the parts being interchangeable and can be used through all growing stages of baby.

(Based on the survey conducted by Pigeon in May 2003.)

N=40

New MagMag have every function that

mothers really want!

Portable compact size!Portable compact size!

180ml.

* For straw cup,240ml is also available soon.

Easy to grasp!Easy to grasp!

Soft and non-slippery elastomer ensures firm and comfortable grip.

Product Feature

Leak proof hood!Leak proof hood!

Hood for nipple, spout, and straw is designed to protect from leakage of milk and juice.

Step up system!Step up system!

Begin with nipple(step 1) and move on to spout (step 2), and then to straw (step 3).

Each stage of training is important for baby’s natural oral development and drinking habit.

Perfect shape!Perfect shape!

Each shape is designed perfectly to fit baby’s sensitive mouth.

* For detail, see next sheet.

MagMag is based on baby’s oral development research to provide the most natural drinking habit for babies.

4

Product Feature

Easy assembly and fewer number of parts are another outstanding feature of New MagMag.

Nipple Spout Straw

1. Place handle at the Cup ( marks are shown at the proper position).

2. Fit Adaptor firmly with top parts to the cup.

5

Design registerating(2005/6).

MagMag Nipple CupNipple top

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Baby’s oral development ( 2~3 months +)Baby’s oral development ( 2~3 months +)

Babies need to be fed on mother’s milk for a period of time after birth. Therefore, babies’ mouths are specially designed for duckling their mother’s nipples. Babies open their moths widely, take in the nipple, and contract the milk by gently moving their tongues in wave-like motion.

Best for

Newborn!

Mum’s touch with “Peristaltic Nipple”

(Y size: 2,3 months+)

* Soft, elastic, and stretchable nipple.

* Interchangeable with PIGEON Wide-neck bottle.

Can be used with combination with breastfeeding

* Less nipple confusion for babies in transitioning from breastfeeding to bottle feeding.

3 +months

MagMag Spout Cup Spout top

7

Baby’s oral development ( 5 months +)Baby’s oral development ( 5 months +)

Babies start weaning milk from this age. They still actively moves their tongues, and become able to start drinking juice and soup. In order to move on to liquids and solid foods requires training and be accustomed to a shape that is different from nipple.

Best for

Weaning!

Introduce non-nipple shape

* Soft and flexible spout.

* Able to get accustomed to shapes other than mother’s breast and nipples. Supports to start drinking juice and soup.

Cross cut (Liquid flow adjustment)

* The quantity of flow can be adjusted by babies’ drinking manner for stress free drinking.

* Leak proof when not in use.

5 +months

Design registerating(2005/6).

Design registerating. Straw parts patent registerating(2005/6).

MagMag Straw CupStraw top

8

Baby’s oral development ( 8 months +)Baby’s oral development ( 8 months +)

Babies are ready to move onto next stage, to be able to drink as adults do. While using their tongues to extract milk from the breast is inborn skill, drinking other liquids by straw requires to close their lips, and creating negative pressure inside the mouth, is a learned skill.

Best for

Teething!

From baby to toddler/ child

*Soft straw perfectly fits to babies’ sensitive mouths.

Follow the spout cup with straw to encourage babies’ stress-free drink training.

* Babies’ learn to drink liquids in the same way as adults do by following 3 steps.

8 +months

Peristaltic Nipple (Wide neck bottle)

Current Mag

Straw

Spout

Nipple

Interchangeability Map

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Packaging Design

D772 Nipple

D773 Spout

D774 Straw

Yellow Cup

D775 Straw

Blue Cup

D776 Straw

Green Cup

Fully expressing the concept of MagMag as “Step Up system”,“Step Up system”, the package design shows the joy of growing as well.

Each character for Step 1, 2, and 3 also grows as they grow.Please utilize this character at promotional activities.

Packaging Information

D842 D843 D844

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D772 D774D 773 11