Specialty dispenser aim: kid market. (Trends & Analysis).

Specialty dispensers continue as a tool to target specific market niches with the latest example being Johnson's Kids Foam Blaster hand soap.

Aimed at kids, the liquid soap comes in Jazzy Blue Raspberry and Radical Apple varieties. The primary package is a 7.5-fliud ounce polyethylene

But the product's niche is defined by the dispensing closure that delivers the hand cleaner as colorful foam that appeals to the target market--kids.

The initial introduction was so successful that Johnson & Johnson Consumer Products is extending the line with a Harry Potter branded version shipping to retailers this fall.

The closure is from Airspray International, and uses only the pump action to create the bubbles.

As an "involvement packaging" approach, the dispenser encourages kids to wash their hands. It delivers a metered amount of hand wash, yielding about 170 washes per bottle. Labeling highlights that fact, appealing to mom would be the "gatekeeper" on a purchase such as this.

The number of foam dispensers on hand wash soaps is growing. Dial introduced its Dial Complete antibacterial foaming hand wash with a similar dispenser. And, niche uses for the dispenser have included a kids' candy product that dispensed a foam kids could lick.

Airspray International 954-972-7750; www.airspray.net