Beanstalk to Represent the CRAFTSMAN Brand Following Acquisition by Stanley Black & Decker, Inc.
New York, New York, September 21, 2018 – Following the acquisition of the CRAFTSMAN brand by Stanley Black & Decker (NYSE: SWK), Beanstalk, a global brand extension licensing agency, has been selected to represent CRAFTSMAN for licensed consumer products. Beanstalk will serve as CRAFTSMAN’s exclusive licensing agency and will represent the brand globally.
Beanstalk has a long-standing relationship with Stanley Black & Decker, and together, have created one of the most successful and comprehensive licensing programs within the tool and hardware industry. With over 70 Stanley Black & Decker licensees worldwide selling licensed products in more than 90,000 doors, the licensing program delivered $1.55B in annual retail sales in 2017.
Beanstalk will now apply its strategic vision, award-winning category expertise, and best practices to the CRAFTSMAN brand’s licensing program, aiming to replicate the success it has achieved for the Stanley Black & Decker licensing program. The agency will leverage its wide-reaching relationships with best-in-class manufacturers to round out CRAFTSMAN’s consumer product offering with new close-to-core products. The CRAFTSMAN brand will launch at Lowe’s, ACE, Amazon and other key retailers throughout 2018.
Beanstalk’s President & CEO Allison Ames commented, “We are truly honored to represent one of the most famous and recognized brands today. Everyone has a CRAFTSMAN story. It is an iconic brand that speaks to American values. Building on CRAFTSMAN’s longstanding reputation with both core and new consumers through fresh and innovative products will be one of the most exciting brand launches in the second half of 2018.”
About CRAFTSMAN
CRAFTSMAN is the American icon that homeowners, home builders, auto enthusiasts and master mechanics have trusted since 1927 – and today’s CRAFTSMAN continues that legacy. With a focus on reliable, high-performance tools, storage and equipment, CRAFTSMAN has revived its long-established pride in superior quality. Now it’s easier than ever to get the tools trusted for generations at more places than ever. For more information visit www.craftsman.com or follow CRAFTSMAN on Facebook, Instagram and Twitter.
About Stanley Black & Decker
Stanley Black & Decker, an S&P 500 company, is a diversified global provider of hand tools, power tools and related accessories, electronic security solutions, healthcare solutions, engineered fastening systems, and more. Learn more at www.stanleyblackanddecker.com.
About Beanstalk
Beanstalk, a global brand extension agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services. We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer.
Beanstalk offers a breadth of services including brand representation, manufacturer representation, icon representation, retailer partnerships, STUDIO B creative services, approvals management, legal and financial services, and royalty auditing. Blueprint – Powered by Beanstalk, our consulting division, advises clients through four key practice areas: brand extension + retail development, research + insights, design + identity, and operations + governance. Tinderbox, our digital division, works with gaming and new media properties to realize their potential in the world of consumer products.
The company is headquartered in New York, with offices in London, Miami and Cincinnati and affiliates throughout the world. For more information, please visit www.beanstalk.com. Beanstalk is a part of the DAS Group of Companies.
About The DAS Group of Companies
The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.