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Bethenny Frankel admits having a baby and getting married have been good for her brand, which include a mini-empire of Bravo reality shows, a Skinnygirl Margarita mix, endorsement deals with Pampers and British Airways and several best-selling books.
“I’m not stupid,” the reality star — who first appeared on The Apprentice, but rose to fame on The Real Housewives of New York before getting her own spin-off show — tells the Wall Street Journal. “This is about the husband and the baby.”
“Motherhood has only increased her value with us,” Geri Allen, a spokeswoman for Campbell Soup Co.’s Pepperidge Farm unit, which has a promotional agreement with Frankel, tells the WSJ.
Adds Amia French of Platinum Rye Entertainment (which pairs corporations and celebrities): “Our clients are very taken with her right now. Bethenny has entered into the mommy world and she hasn’t posed for Playboy.”
Brian Dow, who works as one of Frankel’s three agents and heads up the “branded lifestyle” department at APA Talent & Literary Agency, says, “When a celebrity has a baby, the brands jump on them.”
Frankel wed businessman Jason Hoppy in March 2010 while seven-months pregnant with their daughter, Bryn.
Their relationship was chronicled on Bravo show Bethenny Getting Married, which premiered in June 2010 to 2.4 million viewers. (The Real Housewives of New York only hit 944,000 viewers in its March 2008 premiere.)
Frankel will star in Bethenny Ever After this February on Bravo.
“It’s about allowing people into my fishbowl in order to be successful,” she tells the WSJ, even though her 6-month-old daughter is beginning to recognize cameramen and point the control room. (“We don’t love that,” she admits.)
Frankel, who currently competes on Skating With the Stars, has higher aims: her own talk show.
“I want to have a dialogue with my fans, and right now the only dialogue I can have is in 140-characters,” she says, referring to her Twitter feed, which has more than 314,000 followers.
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