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The Energizer Bunny has given birth to a hummingbird. The tiny avian will be the logo of a new company to be born from Energizer Holdings later this year.

Technically, it’s the other way around. Energizer Personal Care, which the company today announced is to be dubbed Edgewell (with a hummingbird logo), is the company that for tax and regulatory purposes will remain after Energizer Holdings, home of the bunny, battery brand and other household products, is spun off later this year.

The company unveiled the new Edgewell name, which will house such brands as Schick, Edge, Playtex, Banana Boat and Stayfree, in a presentation at the Consumer Analyst Group of New York annual conference in Boca Raton, Fla., today.

Continue reading at AdAge.com