- Becky Ebenkamp

Actress/comedian Jenny McCarthy has signed with Los Angeles licensing agency Brand Sense Partners to develop a lifestyle brand called Too Good by Jenny, which will be positioned as providing safe, non-toxic surroundings for children.

McCarthy rose to stardom in the '90s after appearing in Playboy and on MTV as a show host. But she later became an advocate for a holistic approach to child development after her son Evan was diagnosed with autism in 2005. She has been vocal about such causes as staggering immunizations, adhering to a gluten-free diet and eliminating chemicals in everyday products, such as lead paint in toys or BPA plastic in baby bottles. She is also a spokesperson for an organization called Talk About Curing Autism.

Currently in talks with potential partners, McCarthy's Too Good line is set for launch at mid-tier retailers next spring or summer.

Traditionally, non-toxic goods have been sold at pricey specialty boutiques and the goal is to position Too Good as a name brand that all parents can afford. The line will include non-toxic bedding, apparel, feeding products, toys/activity sets, cleaning products, bathroom textiles, gluten-free food and beverages, and other categories.

Brand Sense's client roster also includes Dodge, MGM and Sheryl Crow.