| THE STANLEY WORKS
AND AMES TRUE TEMPER
EXTEND LICENSING PARTNERSHIP
Moving Into Second Decade
Together, Relationship Will Target Major
Garden and Home Centers
NEW YORK, March 24, 2008 —
Two of the most trusted hardware manufacturers, The Stanley Works
and Ames True Temper, today announced that their decade long licensing
agreement for Stanley lawn and garden tools has been extended.
Originally, the two leaders in non-powered tools were brought
together in 1998 by The Beanstalk Group, the world’s leading
brand licensing consultancy, and the three organizations have
continued to work closely together for the past 10 years.
The extension not only marks the renewal of a highly
successful licensing program, but also an expansion. Ames True
Temper will expand its range of products and broaden distribution
to a wider range of retailers than in previous years.
“A decade long partnership such as the one
enjoyed by The Stanley Works and Ames True Temper is rare in any
industry,” said Scott Bannell, Vice President of Corporate
Brand Management at The Stanley Works. “We are, therefore,
extremely excited to continue this strong partnership, and offer
new and innovative products at retailers that will further establish
Stanley’s trusted and reliable brand image among consumers.”
The new products will include long-handled and short-handled
striking and pruning tools as well as wheelbarrows. The new program
is targeted to launch in Spring 2009 at key home improvement and
mass merchandisers, wholesale chains, including hardware stores
and garden centers, and industrial distributors.
“Ames True Temper’s position as the
leading manufacturer in the non-powered garden tool industry,
and The Stanley Works’ reputation for innovation in design,
has been a cornerstone of our successful licensing partnership,
now entering its second decade”, said Geoff Brownrigg, Vice
President of Marketing at Ames True Temper. “Our new lawn
and garden products will not only reinforce this solid foundation,
but build upon it.”
“As two leaders in the hardware space, both
with a long standing heritage, together, Stanley and Ames True
Temper, make venerable partners,” added Michael Stone, President
and CEO of The Beanstalk Group. The Beanstalk Group looks forward
to the next phase of the partnership as the program expands its
retail reach.”
About The Stanley Works
The Stanley Works, an S&P 500 company, is a diversified worldwide
supplier of tools and engineered solutions for professional, industrial,
construction and do-it-yourself use, and security solutions for
commercial applications.
More information about The Stanley Works can be
found at www.stanleyworks.com.
About Ames True Temper
Ames True Temper, Inc. is a leading North American manufacturer
and marketer of non-powered lawn and garden tools and accessories.
More information about Ames True Temper can be found
at www.amestruetemper.com.
About The Beanstalk Group
The Beanstalk Group is the world’s leading brand licensing
consultancy. Beanstalk extends brands the smart way through careful,
strategic, and creative development of licensed products. The
company works with blue-chip brands and other high-profile clients
to leverage licensing as a strategic tool to enhance brand awareness,
increase consumer touch points, and generate revenue. Beanstalk
also works with manufacturers to help identify and acquire compelling
brands and properties to help them gain competitive advantage
in the marketplace.
Beanstalk is the licensing agency of record for
40 world-class brands. Beanstalk has developed more than 4,000
brand extensions in every major product category, resulting in
more than $3 billion in retail sales in 2007 alone. Headquartered
in New York and London, Beanstalk’s global reach includes
offices throughout the world. For more information, please visit
www.beanstalk.com.
Beanstalk is a part of Omnicom Group Inc. (NYSE:
OMC) (www.omnicomgroup.com).
Omnicom is a leading global advertising, marketing and corporate
communications company.
For more information please contact:
Lindsey Schiffman
The Beanstalk Group
lindsey.schiffman@beanstalk.com
Tel: (212) 303-1142
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