Brand Extension:

One of the advantages of building a strong core brand is the ability to extend it into other product categories or sub-brands. After positioning the core OshKosh brand, Graj + Gustavsen worked with OshKosh to created Genuine Kids From OshKosh as a private label brand for Target.The Genuine Kids Brand is a fresh, international take on America's #1, tried and true kids brand, offering updated classics designed for the way kids live.