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    7-Eleven Plays in Cooler

    New novelty beverage section will target kids and teens.

    DALLAS -- In response to the growing number of beverage brands marketed toward children and teenagers, 7-Eleven Inc. has announced the introduction of a cooler section devoted exclusively to brands such as Belly-Washers, Tummy-Ticklers, Baby Buddies, Cool Topz and Fun Water.

    The "Cooler Fun Zone" in participating stores will carry nine to 12 different beverages on shelves at children's eye level. The section will include a colorful design package and cross-merchandise candy and novelty items.

    "We're excited about introducing a special section with all these fun new products," said 7-Eleven category manager Debbie Wildrick said. "We're targeting various ages with different characters and bottle sizes."

    Children between the ages of 6 and 11 spend an estimated $24 billion a year and influence an additional $188 billion in sales, making them an important demographic for c-stores to target, Wildrick said.

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