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    Kum & Go Sees Boost from Movie Sequel

    Online merchandise sales soar from product placement in "Jackass Number Two."

    WEST DES MOINES, Iowa -- Convenience store chain Kum & Go said it has experienced a huge increase in online merchandise sales due to the company's unplanned exposure in "Jackass Number Two," starring Johnny Knoxville.

    During the top revenue-grossing Hollywood picture, Knoxville sports a black T-shirt with the Kum & Go logo and slogan, "We go all out." In the segment, the actor tests an embassy security machine that shoots high-speed projectile at suspects. The movie, which is a sequel to the 2002 "Jackass," opened on Sept. 22 and grossed $11.4 million the night it debuted. To date, the movie has brought in $28.1 million.

    Since the film's premier, hundreds of Kum & Go shirts and hats have been purchased online. The black shirt that Knoxville wears has been the most popular seller. Kum & Go's vendors are working hard to meet the in-store and online demand. Nationwide, online orders have been pouring in, with the most orders coming from California, Minnesota, Illinois and Florida. The shirts, which retail for $9.99, also have been selling on eBay's online auction with bids as high as $23.99 per shirt.

    The shirts also are available in the company's 445 Kum & Go stores in the 13 states it operates in and on the company's Web site, www.kumandgo.com.

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