MLBPA TAKES SWING AT MARKETING UNDER PLAYERS CHOICE BANNER

          Following the marketing efforts of the NFLPA, the MLBPA
     is "consolidating" its licensing and marketing efforts under
     a new Players' Choice brand that will debut this summer,
     according to Terry Lefton in BRANDWEEK.  Former PepsiCo
     marketer and current MLBPA Dir of Publishing Scott Barrett:
     "Our latest research shows that what kids really relate to
     is the superhuman-ess of the players.  So what we're going
     to do is endorse products under this brand."  The new logo,
     available to all 70 MLBPA licensees, will debut on '97
     baseball cards, which represent the "overwhelming majority"
     of MLBPA's licensing revenue.  Other plans call for a "move"
     into baseball equipment, team and fan apparel, and a MLBPA
     web site to debut by spring training (BRANDWEEK, 12/16).