Advertising: Friendly's Joins "i" Frenzy

Madison Avenue is giving a new spin to "I Spy," the children's game, by chanting, "I spy, with my little eye, a little 'i.' "

Just about anywhere consumers look, they will find products, brands and other commercial offerings that begin with a lowercase "i," inspired by popular technology names like iMac, iPhone, iPod and iVillage.

A contest sponsored by the Friendly's restaurant chain, for instance, is called iScream. A television show that made its debut Tuesday night on ABC is titled "i-Caught."

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