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. Last Updated: 07/27/2016

Procter & Gamble Mines Soviet TV

Procter & Gamble, a U.S. consumer-goods maker, will mine a Soviet-era television show in advertisements for diapers and new products, Kommersant reported Wednesday.

Procter & Gamble will use images from the "Spokoinoi Nochi, Malyshi" children's show on Pampers Sleep & Play diapers, the newspaper said, citing Gennady Zhilinsky, a marketing director at Procter & Gamble Eastern Europe. The company will also make toys with the images and use them in play areas to be opened in Russian superstores and malls, Zhilinsky told Kommersant.

Procter & Gamble will be the first international company to use a Soviet-era children's show, the newspaper said. "Spokoinoi Nochi, Malyshi," which means "Good Night, Children," is a 15-minute show that has run since 1964.

Pampers diapers make up as much as 40 percent of Procter & Gamble's sales in mid-range priced products and more than half of global diaper sales, the newspaper said, citing the company.