Seattle startup Cozi is getting major exposure from new deals with Hasbro and Meredith to produce and promote co-branded versions of its family organization software.

The companies pay Cozi to produce customized versions of the software featuring their brands, such as Hasbro's Mr. Potato Head and Meredith's Parents magazine. They also receive a portion of the ad space within Cozi, and in turn promote and help distribute Cozi's software.

Co-founder Robbie Cape today said he's expecting the partnerships to dramatically increase the number of Cozi users, which is now around 380,000 families. That's 10 times more than it had when I wrote about Cozi in February.

"These guys are delivering millions and millions of impressions about this new value that they want to bring to their families, so I think it's going to impact our base by an order of magnitude,'' he said.

Cozi's also adding new leadership with calendaring expertise -- Jeremy Jaech, veteran of Aldus, Visio, Microsoft and Trumba, is joining its board as chairman.

Cape said to expect more from Cozi soon.

"I'm quite hopeful that in the next month and a half there will be even more exciting things to report,'' he said.

Here's a screenshot of the Mr. Potato Head version of Cozi, which is offered via popup when you visit Hasbro's Playskool.com. The co-branding is pretty discrete, and you can't customize the desktop with your choice of lips, eyes and ears: