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E-Trade's talking baby goes bye-bye.

Byline: Mae Anderson

NEW YORK -- The E-Trade baby will finally stop talking.

In the investor site's new ad, the baby -- who looks like a harmless, adorable tot but talks like a character out of "The Wolf of Wall Street'' -- is upstaged by a cat named Beanie that sings. The tot quits in disgust at the end of the ad.

"That's it, I'm done. I'm out of here. Amateurs,'' the baby says in the ad. E-Trade confirmed it is "retiring'' the baby and will go in a different direction with its next ads.

E-Trade began its "talking baby'' campaign in 2008 during the Super Bowl, at a time when online investing was not as common. Having a talking baby trade stocks was a way to show people that E-Trade's investing services were so simple even a baby could make money trading stock.

"It served its purpose when it first launched, to make it seem like anyone could trade online,'' said branding expert Allen Adamson, managing director of the New York office of branding firm Landor Associates. "But now online trading is so common the baby has lost its mission.''
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Author:Anderson, Mae
Publication:Telegram & Gazette (Worcester, MA)
Date:Mar 22, 2014
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