Buster Brown & Co.

A LEADER AMONG KIDS.

KIDS’ CHARACTER-RELATED SHOES

NATIONAL ADVERTISING

BARBIE TRADE ADVERTISING

WAL-MART / “CLUBHOUSE” POINT-OF-PURCHASE DISPLAY

Buster Brown & Co., Brown Shoe’s children’s division, is one of the leading providers of non-athletic children's footwear, and the licensee of choice for children's character-and movie-related shoes.

Buster Brown, our flagship kids’ brand, did national advertising in 2000 featuring kids and their look-alike dogs, left. The ad campaign capitalized on the authenticity and reputation of the Buster Brown brand, which is featured at Famous Footwear as well as many fine department stores.

Barbie footwear continues to rank among the top girls’ shoe brands in the United States and Canada. Marketed under our long-standing partnership with Mattel, Barbie shoes are sold through mass merchants and specialty footwear stores everywhere. In 2000, our trade advertising promoted the latest Barbie footwear styles, left.

In 2000, Buster Brown & Co. launched a co-branding program to increase its name recognition. Now, kids’ footwear featuring well-known licensed names like Barbie, Bob the Builder, Dragon Tales and Spider-Man are co-branded with the Buster Brown & Co. name and pledge of quality. Many shoes have the paw print of Buster Brown’s dog, Tige, etched into the soles.

Buster Brown & Co. also opened “clubhouse” displays at Wal-Mart stores, bottom left. These 10 –14 foot-long displays carry T. R. E. A. T. S. and Airborne brand footwear for kids ages two to eight.