Iconic Cake Decorating and Bakeware Brand, Wilton Enterprises, to Extend into the Food and Housewares Categories
June 14, 2013, New York, NY., – Beanstalk, a leading global brand licensing agency and consultancy, has been appointed as the exclusive licensing agency for prominent sweet treat making company, Wilton Enterprises, based in Woodridge, IL.
Founded in 1929, Wilton holds the number one position in cake decorating and bakeware. The Wilton brand has brought the activity of cake decorating and sweet treat making to families for generations, while offering the industry´s most comprehensive and innovative selection of baking, cake decorating, candy and cookie making, wedding, baby, party, seasonal, and kitchen products. Wilton products are designed to make it easy for anyone to enjoy the thrill of serving something special, while utilizing unique design and style.
Beanstalk plans to help Wilton leverage its status as a leading North American sweet treat making and bakeware brand into strategic food and housewares products that align closely with its brand equities. Wilton will provide a value solution for consumers in the mass, specialty, grocery, and club channels of distribution. The brand will extend into food categories such as baking mixes, refrigerated dough, finished baked goods, baking chocolate, candy inclusions, nuts, pastry shells and more. Housewares categories will range from small appliances to hard goods that will complement existing core products. Wilton hopes to offer the most complete consumer experience for baking, cake decorating and sweet treat making through inspiring creative content, instructions that ensure success, and tools to simplify the process.
Sandie Della Bella, Wilton’s Vice President of Licensing and New Business Development says, “We are extremely pleased to be represented by Beanstalk. They share our passion for extending the Wilton brand into categories that align with our core equities, and they have a proven track record of establishing successful programs with industry leading partners that resonate with the consumer. We look forward to providing wonderful experiences in baking and decorating through additional products and programs with Beanstalk.”
Nancy Bailey, Vice Chairman of Beanstalk comments, “Wilton’s tremendous brand equity with their consumers is a recipe for success. As the number one brand in cake decorating and bakeware, there are many strategic product extensions that make sense for the brand.”
About Wilton Brands LLC Wilton Brands LLC (“Wilton Brands”) helps consumers in over 100 countries create, decorate, and celebrate, by making the memorable and the beautiful, fun and easy. Headquartered in Woodridge, IL. Wilton Brands creates world class inspiration and creative content, effective instruction and education, and innovative products that insure the consumer's success through its three businesses Wilton Enterprises, Simplicity Creative Group and EK Success Brands. Wilton Enterprises is a global leader in cake decorating and bakeware products. Simplicity Creative Group offers a family of well-known craft, sewing, knitting, hobby and home decorating brands which includes: Simplicity® Pattern Company, Wrights®, Conso®, Boye® Needle, E-Z Quilting®, and British Trimmings™. EK Success Brands is the leader in paper crafting products as well as a supplier of some of the craft industry’s most respected brands of jewelry making, needlecrafts and kids’ crafts under the Jolee’s Boutique®, K&Company®, Inkadinkado®, Dimensions®, K&Company SMASH®, Sticko®, Perler®, Martha Stewart Crafts™, and American Girl Crafts® brands. More information can be found at www.wilton.com, www.simplicity.com and www.eksuccessbrands.com. Wilton Brands believes We make it easy…you make it amazing! ™
About Beanstalk Beanstalk, a global brand licensing agency and consultancy, extends brands through the strategic and creative development of licensed products. The company works with corporate brands, celebrities, entertainment properties, 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 offers a breadth of additional licensing services including direct-to-retail program management, license acquisition for manufacturers and royalty auditing. The company is headquartered in New York, with offices in London, Los Angeles, Miami, and Hong Kong, and affiliates throughout the world. For more information, please visit www.beanstalk.com. Beanstalk is a part of Diversified Agency Services, a division of Omnicom Group Inc.
About Diversified Agency Services Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.
About Omnicom Group Inc. Omnicom Group Inc. (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.