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Cash considerations and stock options worth £8.5million formed

part of the deal, although the full details of the merger are

undisclosed. Logistix Kids will continue to trade under its name.

According to the agency's managing director, Ian Madeley, there won't be

any redundancies. "Instead, this gives our staff the chance to go on

secondments to the US."

Equity Marketing chairman and chief executive officer Don Kurz added

that Logistix Kids' management team will be kept in place.

The merger is the first step in Equity's expansion plans.

"The future aim is to expand the Logistix Kids brand into Europe, with

Germany and Scandinavia as a priority," said Madeley.