FGX International Launches New Foster Grant Advertising Campaign Featuring Icon Brooke Shields

  FGX International Launches New Foster Grant Advertising Campaign Featuring
  Icon Brooke Shields

New Campaign Celebrates the Brand’s Storied History of Working with Hollywood

Business Wire

SMITHFIELD, R.I. -- November 19, 2012

FGX International, a leading eyewear designer and marketer, today announced
that it launched a fully integrated multi-million dollar national advertising
campaign for its Foster Grant eyewear brand. The advertising campaign, created
by MMB of Boston, MA, features iconic television, motion picture, Broadway
star and author, Brooke Shields, who was recently signed as the new face of
Foster Grant. The television campaign launches nationwide this fall and will
include multiple commercials for the Foster Grant sunglasses and reading
glasses collections. In a nod to the brand’s history, the campaign will
feature the well-known “Who’s that behind those Foster Grants? ®” tagline,
which was recognized by Advertising Age as one of the Top 100 Advertising
Campaigns of all time.

Brooke Shields is the new face of Foster Grant's "Who's That Behind Those
Foster Grants" advertising ...

Brooke Shields is the new face of Foster Grant's "Who's That Behind Those
Foster Grants" advertising campaign. (Photo: Business Wire)

Through TV, social media, in-store signage and online efforts, the campaign
focuses on Foster Grant sunglasses and reading glasses, available at
affordable prices, consumers can own multiple pairs of Foster Grant sunglasses
for all their different looks and needs. “We are very excited to launch our
Foster Grant campaign featuring Brooke Shields, who will represent all facets
of the brand and will help bring to life our brand promise of affordable
fashion,” says Gina Lazaro, Executive Vice President and Chief Marketing
Officer of FGX International. “In 2013, we are planning a fully integrated ad
campaign, featuring more television, print, digital, public relations and
social media efforts featuring Brooke as anchor to all of our efforts.”

The ads will be viewable on FosterGrant.com as well as the Foster Grant social
media sites. FGX International plans to invest multi-millions of dollars in
consumer television and print advertising for its collection of sunglasses and
reading glasses in 2013. "I'm thrilled to partner with Foster Grant to launch
an advertising campaign that highlights 'affordable fashion’," said Brooke
Shields. "The brand offers such a wide array of fun, fashionable options
across sunglasses and readers, that it's great for consumers to know you can
look great on any budget."

Foster Grant sunglasses are available in a wide range of styles and colors and
feature MaxBlock™ 100% UVA-UVB protection, typically from $15-$30. Foster
Grant reading glasses are also available in hundreds of fashionable styles and
provide prescription quality (prescription quality refers to magnification of
lens) without the prescription price. Foster Grant sunglasses and reading
glasses can be found at retailers throughout the United States and Canada,
including mass merchandisers, drug store chains, airport gift shops and
grocery stores.

About FGX International

FGX International Inc. is a leading designer and marketer of non-prescription
reading glasses and sunglasses with a portfolio of established, highly
recognized eyewear brands including Foster Grant®, Sight Station™,
Magnivision®, Gargoyles®, Anarchy®, Corinne McCormack®, SolarShield® and
PolarEyes®. FGXI also holds licenses for brands such as Ironman®, Body Glove®,
Disney®, Field & Stream™, Dockers®, Reebok®, Nine West®, NASCAR®, and Panama
Jack®. Based in Smithfield, Rhode Island, FGXI has approximately 500 full time
employees. Additional offices are located in New York City; Ormond Beach, FL;
San Luis Obispo, CA; Toronto; Milan; Stoke-on-Trent, England; Mexico City; and
Shenzhen, China.

Photos/Multimedia Gallery Available:



FGX International
Sal Siano, 401-719-2160
Liz Vanzura, 617-670-2108
Duffy & Shanley
Shawna Hassett, 401-274-0001
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