1973 the No Nonsense brand of pantyhose to compete with L'eggs, and by 1978 they had retaken almost 10 percent of the market, compared to L'eggs' 15 percent. Burlington Industries had been losing money in their Activ pantyhose line which they shut down in 1974, then in late 1975 they introduced a new luxury pantyhose product designed by John Kloss, hoping the famous name would lend cachet. All of the North Carolina–based hosiery companies (L'eggs, Hanes, Burlington, Kayser-Roth) had by this time placed product lines in drug stores and supermarkets. The product's slogan, "Our L'eggs fit your legs", appeared in print and TV ads. Famous figures were hired to promote the brand, including ice skater Peggy Fleming, dancer Juliet Prowse, actress Joyce DeWitt, singer Debby Boone and actress Barbara Eden. In 1979, a new slogan was revealed: "Nothing beats a great pair of L'eggs." Actress Jamie Lee Curtis signed an endorsement deal with L'eggs in 1996 and immediately insured her own legs for $1 million with Lloyd's of London. Singer Tina Turner represented Hanes' premium line of pantyhose at the same time that Curtis was spokesperson for L'eggs. Home handicrafts and reuse The plastic eggs themselves were popular with customers. The customer could give the empty egg to their children as a toy, or they could use the egg in home handicrafts. L'eggs commissioned Sag Harbor artist and author Alexandra Eames to write The L'eggs Idea Book in 1976. Some 23,000 books were bought in the first month. The cover of the book showed a handful of craft examples including a faux Fabergé egg, a candle mold, and a planter for small houseplants. The plastic eggs were often decorated and used for Easter decoration, so L'eggs responded with "Easter L'eggs" in February–March 1975, selling eggs in five pastel colors: blue, pink, yellow, purple and green. In 1980, a group of Florida Southern Bell technicians known as the Telephone Pioneers created audible Easter eggs to allow blind children to enjoy the traditional Easter egg hunt. The eggs held different circuitry to make contrasting sounds including clicks, beeps and buzzing. A similar group in Southern California, the Pacific Bell Pioneers, followed suit in 1986. They fitted L'eggs eggs with a nine-volt battery and circuitry inside, padded with polyester fiber filling, and switched by an electric toggle on the outside. Though the L'eggs egg was integral to the brand image, in 1991 Hanes