BLACK+DECKER Licensing Program Expands With the Addition of Three New
New Licensees Continue to Bring Innovation to the BLACK + DECKER Brand
NEW YORK CITY, December 8, 2014 – Leading power tool, outdoor yard care equipment, and home products brand, BLACK+DECKER, announces that three new partners – Chapin, Adhesive Technologies (“AdTech”), and Homestar – will join its licensing program. Two of these partners, Chapin and AdTech, will develop products incorporating BLACK+DECKER’s 20-volt lithium ion battery platform, marking the first time that BLACK+DECKER’s powerful battery technology will be included in licensed products. All three licensees and BLACK + DECKER were brought together by Beanstalk, BLACK + DECKER’s exclusive licensing agency.
Chapin, a worldwide leader in lawn and garden/construction sprayers and ice melt spreaders, will develop a four gallon cordless backpack sprayer to be manufactured with BLACK+DECKER’s 20v battery and charger. The cordless backpack sprayers will be available at home improvement centers, select mass merchandisers, farm and tractor stores, wholesale clubs, paint stores, pest control stores, lawn and garden stores, and via direct-mail catalogs beginning in early 2015.
AdTech will combine its expertise in the hot melt category with BLACK+DECKER’s recognizable brand to develop branded corded and cordless glue guns, and replacement glue sticks. The cordless battery operated hot melt glue gun incorporating BLACK+DECKER’s 20v battery technology will be available, along with glue sticks, at mass, mid-tier, specialty, and online retailers. In addition, AdTech’s BLACK+DECKER 120v corded glue guns will be sold at mass, craft, and e-commerce retailers. Both glue gun models and replacement glue sticks will launch in Fall 2015.
As a leader in the storage and organizational products category, Homestar has developed wood-based, multi-purpose storage units bearing the BLACK+DECKER brand. The collection includes features such as heavy duty adjustable feet, large metal handles, thick work tops, and add-on doors. BLACK+DECKER storage units are currently available at select retailers in the U.S. and Canada, and will launch at additional mass, mid-tier, and specialty retailers, as well as warehouse clubs, home improvement centers, office supply stores, and e-commerce retailers beginning in early 2015.
“As leaders in their respective industries, Chapin, AdTech, and Homestar will continue to provide consumers with innovative products that build on BLACK+DECKER’s brand heritage,” said John Cunningham, Vice President of CDIY Business Development at StanleyBlack&Decker. “This is also a great example of technology integration advancing BLACK+DECKER’s 20-volt lithium battery platform to provide our consumers with the optimal cordless experience.”
“BLACK+DECKER has been a leader in power tools, outdoor equipment, and other home improvement products for the past century. A truly iconic brand. So you can imagine how important it is to have partners that deliver on the brand’s leadership position in the industry,” said Allison Ames, President of Beanstalk. “Chapin, AdTech, and Homestar are all industry leaders in their own right and will bring the same level of innovation that consumers have come to expect from BLACK+DECKER for the past 100 years.”
Since 1910, BLACK+DECKER has been setting the standard for innovation and design of power tools, outdoor yard care equipment, and home products. The inventor of the first portable electric drill with pistol grip and trigger switch, BLACK+DECKER has evolved from a small machine shop in Baltimore, Maryland to a global manufacturing powerhouse with a broad line of quality products used in and around the home. When home owners have work to get done, they trust that BLACK+DECKER’s products will do the job efficiently and reliably. For more information on BLACK+DECKER products, visit www.blackanddecker.com or follow BLACK+DECKER on Facebook & Twitter
Chapin International is the leader in lawn & garden and construction sprayers and lawn & ice melt spreaders worldwide and was founded in 1884. The company manufactures under the Chapin brand and numerous private label and licensed brands. For additional information, visit us at http://www.chapinmfg.com.
About Adhesive Technologies
About Adtech; Since 1981, Adhesive Technologies, Inc. has been the world leader in hot melt adhesives and glue guns for the Craft, Industrial, OEM and Export markets Based in Hampton, NH. With plans to expand product areas and channels, Adtech’s daily mission will remain to elevate the gluing experience by applying adhesive science and applicator technology. Core guiding values of Adtech include intimate user knowledge, a dedication to continuous innovation, a passionate delivery of a superior customer experience and an unparalleled vision to give our customers the ability to “make something great.” More can be learned about Adhesive Technologies, Inc. by going to www.adhesivetech.com.
Homestar North America is a subsidiary of Homestar Corporation, a globally recognized company with over 1,000 employees and three manufacturing facilities. Founded on bringing strong value and quality to customers with ready-to-assemble furniture, Homestar North America is a proud manufacturer of made in North America products. With focus on garage, closet and storage organizational products, Homestar North America delivers dependable style and innovation to their customers.
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 licensing, direct-to-retail program management, license acquisition for manufacturers, 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 new media properties to realize their potential in the world of consumer products.
The company is headquartered in New York, with offices in London, Los Angeles, Miami, and Cincinnati, and affiliates throughout the world. For more information, please visit www.beanstalk.com. Beanstalk ispart of the DAS Group of Companies, a division of Omnicom Group Inc.
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.