News | 2016 | News


– Hundreds of thousands of kids are getting their summer read on through exclusive online stories, free activities and more, as part of Canada’s largest bilingual summer reading program –



TORONTO, June 22, 2016 – This summer, kids across Canada can unlock their imaginations and explore new reading adventures with TD Summer Reading Club – Canada’s largest, bilingual summer reading program for kids of all ages, interests and abilities. Sponsored by TD Bank Group and developed by the Toronto Public Library in collaboration with Library and Archives Canada, participating libraries from coast-to-coast will provide kids with free reading resources and activities all summer long. This year’s theme – find your wild – encourages kids to let go of their everyday, step outside their ordinary and explore the unknown, the untamed, and the unexplored through reading. Each year over a million books are read as part of TD Summer Reading Club.


For the first time, TD Summer Reading Club members will also have access to exclusive online stories from feature authors Jess Keating and Anne Bernard-Lenoir, which will be released in eight parts from June until August on tdsummerreadingclub.ca.


As part of TD Summer Reading Club’s launch, signature events will be held on June 25th at the Halifax Central Library and Laval’s Bibliothèque Gabrielle-Roy. During the events, kids and parents will enjoy performances, activities and live readings, including the release of the first chapters of the exclusive online stories.


“During the summer months, kids explore new worlds and embark on exciting adventures. The TD Summer Reading Club encourages kids to think outside the box and discover a joy of reading,” said Frank McKenna, Deputy Chair, TD Bank Group. “TD believes it’s important to develop literacy skills among young readers and we are proud to help bring TD Summer Reading Club to hundreds of thousands of kids across Canada each year.”


The wildest book list of the summer

To kick start kids’ summer reading adventures, librarians from across Canada have put together a list of the Top 20 Recommended Reads. Each book brings to life this year’s TD Summer Reading club theme with books from well-known and emerging Canadian authors and illustrators. The selection includes 10 books in English and 10 in French for a wide range of ages and abilities.


“Summer reading programs are vital to building literacy and learning skills, while letting kids unleash their creativity and imagination,” said Dr. Guy Berthiaume, Librarian and Archivist of Canada. “We are delighted to collaborate with Toronto Public Library, TD and the thousands of local libraries across Canada to deliver such an impactful program to communities.”


The perks of participating

As part of the 2016 TD Summer Reading Club kids will:

  • Receive a free reading kit, including a notebook and stickers, to help them keep track of their progress throughout the summer (accessible version available)
  • Be invited to take part in free, fun activities at local libraries and online
  • Access exclusive online stories from the TD Summer Reading Club feature authors, as well as online book recommendations
  • Connect online with other young readers by sharing book reviews, jokes and stories


“The TD Summer Reading Club provides amazing reading recommendations, but it also helps kids connect with local public library staff and other young readers to discover even more great reads,” said Lisa Heggum, Child & Youth Advocate, Toronto Public Library. “Kids are encouraged to read whatever they’d like all summer long. This freedom to choose can spark a passion for reading and learning that extends well beyond the summer months.”

To learn more about TD Summer Reading Club visit tdsummerreadingclub.ca and to learn more about TD’s commitment to children’s literacy visit tdreads.com.


About TD’s Commitment to Children’s Literature

The ability to read is often taken for granted. This skill is paramount to success during school years and beyond, which is why TD believes it’s important to get children reading and to foster a lifelong joy of reading. Since 2000, TD has invested more than $30 million to support literacy and reading programs at local schools and public libraries across Canada.


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For further information:

Sheri Papps / Nicole McRonney-Apaw
Paradigm Public Relations
416-413-5207 / 416-413-5114
spapps@paradigmpr.ca/ nmcronney-apaw@paradigmpr.ca

Stefanie Marotta
TD Bank Group


News | 2016 | News



schick intuition

Schick Intuition Simplicity Curve demonstrates strong correlation between living simply and levels of happiness

VIDEO: https://youtu.be/7FBONkysdhk

MISSISSAUGA, ON – April 12, 2016 – There’s proof that simple is better. According to recent research by Schick Intuition, the happiest mothers in Canada take active steps to simplify their lives. And, it seems to be paying off – the responses from 750 moms across Canada were used to create the Schick Intuition Simplicity Curve which shows a direct correlation between happiness and simplicity. The curve clearly illustrates that happiness spikes when mothers take deliberate steps to make life more manageable, and embrace a philosophy of “voluntary simplicity.” In fact, the more moms say they embrace the “voluntary simplicity” lifestyle, the happier they are.

Happiness levels vary among Canadian mothers. The research showed that 29% of moms are happy, 38% are neutral and 33% are unhappy – but moms agree that simplifying improves happiness, with 92% saying that simplifying aspects of their life would make them happier.

In addition, of the moms who described themselves as happy, 65% said they live a “voluntary simplicity” lifestyle (defined as living simply and reducing stress), compared to 30% of moms living that lifestyle who identified as unhappy.

“The Schick Intuition Simplicity Curve shows that happiness can be a by-product of consistently and deliberately choosing to do things that make life less complicated,” says Christine Jew, Brand Manager, Schick Intuition. “Canadian moms who take the steps to actively simplify various aspects of their lives are clearly reaping the emotional benefits.”

The most popular step to simplifying life is decluttering the house and getting rid of extra stuff: 86% of moms purge the things they don’t need. Other regular actions that moms take to simplify are managing email (77%), using a calendar system (71%) and ordering in dinners occasionally (68%).

“More than eight in ten moms seek out products and services that would help them simplify aspects of life, as they clearly understand that even small daily tasks contribute to a simpler lifestyle,” says Jew. “For example, if you use a three-in-one razor so that you don’t need to prep, shave and moisturize, that’s simplifying life. It’s a compound effect – simplifying every part of your routine makes your overall life simpler, and that ultimately helps you feel happier.”

The research for the Schick Intuition Simplicity Curve was conducted through an online survey of 750 Canadian mothers with children younger than 18 years of age. The study was conducted by Environics Research Group between December 29, 2015 and January 6, 2016.

About Schick:

Schick, a division of Edgewell Personal Care Canada, is a leading manufacturer of high performance razors for men and women. Committed to the development of shaving technology and innovation, Schick has launched some of the most successful razors on the market including: Xtreme3®, the first three-bladed disposable that flexes and pivots; Intuition ®, the first razor that lathers and moisturizes during shaving; Quattro®, the first four-bladed system and disposable razor for men and women; Schick Hydro®, a men’s razor with a never-before-seen flip trimmer, hydrating feature and revolutionary Skin Guards – innovative skin protectors; and Schick Hydro Silk®, a women’s razor with Water-activated Moisturizing Serum that hydrates skin throughout each shave and 5 Curve-Sensing blades with unique Skin Guards to help protect skin from irritation. For more information visit schick.ca.



For more information please contact:

Nicole McRonney-Apaw

Paradigm Public Relations




Karen Williams

Paradigm Public Relations



SchickIntuition Simplicity Curve



News | 2016 | News


Toys R Us logo Canada

– Canada’s Toy Authority Announces Its Newest Chief Play Officer –
– Get to know the new CPO at toysrus.ca

TORONTO (March 14, 2016) – There’s a new kid in town and he has big shoes to fill. Out of hundreds of submissions from across Canada, 12-year-old Émile Burbidge from Saint-Bruno (Québec) has been hired by Toys“R”Us, Canada as its new Chief Play Officer (CPO). Émile will spend a fun-filled year playing with and becoming the expert on the hottest new toys, games and gadgets from Toys“R”Us and providing his recommendations to parents and gift-givers. He will also take part in English and French media appearances and attend events across the country on behalf of the company.

While Émile already has more than a decade of toy experience behind him, he can expect a year of play like no other as Toys“R”Us, Canada’s top toy expert. To prepare for the role, he has been busy getting hands-on toy training with toy manufacturers and receiving the first delivery of the coolest new toys to his home. His first task as CPO will be to hit the road to share his top picks for the best toys and games for spring.

“I feel like the luckiest kid in the country and still can’t believe I was chosen as Toys“R”Us, Canada’s newest Chief Play Officer,” says Émile Burbidge. “I was so excited when I found out I got the job and couldn’t wait to get started. I know it’s a very important role and will work hard to be the best CPO yet.”

Parents and guardians from across Canada helped their kids apply to be the next CPO by submitting a video online showing their passion for toys. The top finalists were then invited to meet with Toys“R”Us to show that they had what it takes to step into the coveted role. Émile came out on top with an unforgettable pitch for why he should be the next CPO.

“We had so many talented kids apply from across the country, and it was a really tough decision. Émile’s enthusiasm and outgoing personality are contagious. He’s definitely a Toys“R”Us kid, and we know that he will make a great addition to our team,” says Liz MacDonald, vice president of marketing and store planning, Toys“R”Us, Canada. “The CPO position was created because, as Canada’s toy authority, we know that kids are the experts in teaching parents and gift-givers about the hottest new toys.”

Émile takes over the position from Alex Thorne, who served as CPO from August 2013 to December 2015, when he retired at the age of 13 to focus on high school. Alex’s last task as CPO was to help pick his replacement.

About Toys“R”Us, Canada:

Toys“R”Us (Canada) Ltd. and Babies“R”Us are part of Toys“R”Us, Inc., the world’s leading dedicated toy and baby products retailer. Toys“R”Us, Canada operates 82 full-sized stores across the country. For store locations and convenient online shopping visit www.toysrus.ca and www.babiesrus.ca.

For more information:

Sheri Papps / Kay West
Paradigm Public Relations
416-413-5207 / 416-413-5209 spapps@paradigmpr.ca / kwest@paradigmpr.ca

Toys R Us Chief Play Officer


News | 2016 | News


The Schick Index 2016

Schick Hydro Silk examines relationship between lingerie trends and the loonie

TORONTO, ON – February 9, 2016 – Full-coverage panties are taking over the thong as the dominant trend this year in women’s lingerie, but bigger briefs may not be the most fiscally responsible choice. The loonie has been in a slump since the middle of 2014, and history suggests a correlation between sexier underwear and the strength of the dollar. From the booming ’50s glamorous corsets à la Bettie Page to the sensual silk, lace and marabou of the ’60s to the unforgettable ’80s thong and high-cut bodysuits, there’s evidence that a rising dollar has been in sync with less demure undergarment trends.

There is a correlation between fashion and the state of the economy. The Canadian dollar was strong in the ’50s and the start of the ’60s, it improved in the latter half of the ’80s, and, as we know was strong again in the 2000s. It would appear that lingerie trends function similar to the well-known Hemline Theory, which suggests that as hemlines go up, so does the stock market. Given the state of the Canadian loonie, women may wish to forgo the briefs and get cheeky again to help the dollar rebound in 2016.

“Canadian women may have rejoiced when the comfy granny panty became fashionable again, but this might be one trend worth taking a pass on. While we don’t know if lacy and racy lingerie leads or indicates the strength of the loonie, it’s worth testing out,” says Christine Jew, Brand Manager, Schick Hydro Silk. “Based on the correlation throughout time, you have to wonder: if women across Canada traded in their granny panties for sexier lingerie, would the dollar improve?”

The Schick Index

To show the correlation between underwear and the strength of the dollar over time, Schick Hydro Silk created The Schick Index.


In the early 1960s, a time of accelerated economic growth, the Canadian dollar was valued at approximately $1.03 against the American greenback. At the same time, miniskirts went mainstream while cute, short baby doll dresses were worn as sleepwear and daywear.


Going into the ’70s, long and lean satin looks were popular as the Canadian dollar was sitting at 85 cents – a decline of 17 per cent from the previous decade.


As the economy improved in the mid-Eighties, hemlines rose above the knee and women wore undergarments as casual wear – lacy, cut-out “material-girl” looks and high-cut body suits. After Black Monday, hemlines reflected an economy struggling to recover – long and loose became a fashion staple and ’90s minimalism focused on comfort and style with full coverage bodysuits and athletic-style bras replacing the ’80s lacy lingerie.


After the 2008 financial crisis, boho-chic reflected an economy in recession. In 2015, the loonie lost 14 per cent against a strengthening U.S. dollar and runway looks predict a continuing decline. The granny panty started making a comeback, high-waisted swimwear was all the rage and fashion designers have revived the “out of bed look” literally, with nightgowns skimming the floors from your bedroom to the office.

This year’s spring looks feature long and silky slips similar to those from the 1970s. These floor-length looks can only mean a continued decline for the commodity-dependent Canadian dollar.

Would fashion intervention help the dollar?

“If women are getting ready to show more skin, they can ensure they’re perfectly groomed with the Schick Hydro Silk TrimStyle razor,” says Jew. “Even if lacy lingerie doesn’t help the loonie recover, it might just improve some peoples’ love life.”

The Schick® Hydro Silk TrimStyle® razor and refills are dermatologist tested and available at grocery, drug and mass retail outlets across Canada. The suggested retail price for the razor is $13.99.


For more information please contact:

Falan Hamilton

Paradigm Public Relations




Nicole McRonney-Apaw

Paradigm Public Relations




News | 2016 | News

Bailey Dougherty joins Paradigm Public Relations to manage experiential and events division

TORONTO, ON, January 12, 2016 — Paradigm Public Relations has hired Bailey Dougherty as vice president, events, to run the PR and social media agency’s new experiential and events division.

Dougherty, formerly vice president at BOOM! Marketing, brings her 12 years of experience in experiential marketing and event management to Paradigm PR where she is managing the agency’s event work for clients such as Bosch, HTC and PokerStars in addition to building Paradigm’s experiential marketing arm.

This new division integrates experiential marketing into Paradigm’s current mix of services, which include marketing public relations, social media, corporate communications, content marketing and event management.

Paradigm Public Relations is a full-service communications agency. Its clients include HTC, Edgewell Personal Care, Nutella, TD Bank, Tim Hortons, Toys “R” Us, Canada and Under Armour.