Lysol™ Branded Cleaning Tools Now Available Nationwide

The Licensing Company Leads the Partnership Between the #1 Brand Name in Disinfecting and the #1 Brand in Cleaning Tools to Create a Feature Filled Line of Household Cleaning Tools Coming to Stores this Spring.

New York, NY; March 23, 2009 - The Licensing Company North America announced the launch of the innovative Lysol™ Branded Cleaning Tool collection available in stores in Spring 2009. Lysol has partnered with Quickie Manufacturing Corporation, the world's leading manufacturer and distributor of high quality cleaning tools, for this line of cleaning tools. The program is a collaboration with Lysol's parent company, Reckitt Benckiser, the world leader in household cleaning products. TLC exclusively represents all of the Reckitt-Benckiser brands including Air Wick, Lysol, Veet, Clearasil, Resolve and Woolite.

The new and innovative Lysol collection is multi-functional. It is treated with antimicrobial protection to capitalize on the antimicrobial trend of 2008 and appeal to a healthier consumer who demands feature-packed cleaning tools that yield a fresh, clean and strong confidence. This line is developed from the ground up featuring a triangular shaped handle that has integral rails of non-slip gripping TPR, which allow the user to hold and control even with wet hands. Pivoting scrub brushes adjust 360 degrees to perform in the toughest conditions and allow fast, efficient scrubbing of grout lines and messes other tools cannot clean. Other features include microfiber sponges, contoured brushes, flexi-brushes that clean virtually anything and multi-purpose tools that serve a variety of needs.

"There is no better, more compelling value proposition than Lysol cleaning tools, says Rick Ensslen, Quickie's Vice President of Marketing. "They are visually different and demonstrably better with their antimicrobial properties and a myriad of features not found on other tools. Extensive focus groups and consumer modeling took place before and during our development phases. All consumer check points have been addressed and now we're ready to roll!"

Through the relationship with Reckitt-Benckiser and The Licensing Company North America, the new Lysol™ Cleaning Tool program was successfully launched. The program offers deep cleaning tools and the features and benefits that most consumers would expect to find on tools costing much more. "Premium products with compelling value", continues Ensslen, "and the built-in continuous antimicrobial product protection with last for the life of the tool".

For futher information, contact:
Talia Bailey
talia@thelicensingcompany.com
The Licensing Company
212-413-0880

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Notes to Editors:

• About Quickie
  Cinnaminson, New Jersey-based Quickie Manufacturing Corporation has been the leading manufacturer of high quality and innovative cleaning tools for more than 60 years. Quickie has become a household name for cleaning tools, having invented the Original Automatic Sponge Mop in 1950. Over the years, Quickie Manufacturing has been answering the demand for cleaning tools that offer value-added features, new product innovations and design elements to make the consumers' cleaning job quicker and easier. For more information, please log on to www.quickie.com.

• About Reckitt Benckiser
  Reckitt Benckiser is the world leader in household cleaning products (excluding laundry), with a major presence in health and personal care. Reckitt Benckiser is a truly global company with operations in 60 countries, sales in 180 countries, over 20,000 employees and net revenues of over $9 billion annually. For more information about Reckitt Benckiser, please log onto www.reckitt.com. For information on how to partner with Reckitt Benckiser, please log onto www.rb-idealink.com.

• About TLC
  The Licensing Company (TLC) specialises in creating first class long-term brand extension programs for some of the world's leading brands. TLC was founded in London in 1996 by Angela Farrugia and Melvin Thomas. TLC's portfolio includes well-established brands such as Airwick, Bic, Umbro, Cosmopolitan, Lysol, Jelly Belly and The Food Doctor. In 2007 TLC was responsible for over $2.6BN in retail sales for its clients, and has 5 wholly owned offices around the world.
  www.thelicensingcompany.com