As the global leader in everyday and fine writing instruments and office organization, Newell Rubbermaid’s Newell Consumer brands offer a powerful lineup led by Sharpie®, the largest writing brand in North America, Paper Mate® pens and pencils, Liquid Paper® correction products, Expo® dry erase markers and accessories, Waterman® and Parker® fine writing instruments and Prismacolor® art supplies. Trusted household brands Rubbermaid®, Calphalon®, Levolor®, Goody® and Amerock® offer consumers an expansive line of home and food storage solutions, premium kitchenware, window treatments, cabinet hardware and hair styling tools.
The Newell Consumer Group includes four global business units:
• Home Organization & Style
• Writing & Creative Expression
• Fine Writing & Luxury Accessories
• Culinary Lifestyles
Newell Consumer Recent Highlights
2011
• Sharpie launched Stained by Sharpie® fabric markers, featuring a new pigmented, fade-resistant
ink specifically developed for optimal performance on fabric. The ink does not need to be iron- or
heat-set so creations can be used immediately, and it is designed to withstand machine washing
for easy care.
• Sharpie introduced the Gel Highlighter, addressing the common frustration of smearing with a
unique new gel technology that glides onto all types of paper surfaces. Unlike regular ink
highlighters Sharpie Gel goes on the page dry, eliminating bleed-through, and won’t dry out
even if accidentally left uncapped.
• Rubbermaid expanded the Easy Find Lids™ system to include Glass food storage, giving consumers
the ability to cook, serve, store and reheat meals all in one container.
• Goody Simple Styles™ Spin Pin, the top-selling hair accessory in the United States since spring 2010
according to SymphonyIRI Group, was recognized by Good Housekeeping as a 2011 Very
Innovative Products (V.I.P.) Award recipient. Building on this success, the brand expanded the Simple
Styles line to include two new accessories, the Bun Spiral and Spin Pin Mini.
2010
• Rubbermaid expanded distribution of its innovative Easy Find Lids food storage containers into the fast- growing Brazilian market.
• Rubbermaid launched the Reveal™ Microfiber Spray Mop, saving consumers up to $50 per year over
the leading spray mop by allowing them to mix their own cleaning solution and reuse the microfiber
cleaning pad.
• Levolor introduced Accordia™, the most energy-efficient cellular shade on the market, featuring
exclusive Energy Shield™ technology that can reduce heating and cooling costs up to $180 annually.
• Sharpie Liquid Pencil revolutionized the classic, tried-and-true writing instrument - the pencil - with
cutting-edge liquid graphite technology that writes smooth like a pen but erases like a pencil,
eliminating the No. 1 consumer frustration with mechanical pencils - broken or dulling leads.
The Sharpie Liquid Pencil joins the Sharpie Pen as the brand further expands from permanent markets
into near-neighbor categories. Liquid Pencil was recognized by Consumer Goods Technology
magazine for outstanding achievement in the most innovative product category.
• Expo introduced Washable™ Dry Erase markers, the first line of washable dry erase markers from the
brand, saving moms countless sheets of paper and piles of stained clothing while keeping kids
entertained and learning on a whiteboard.
• Paper Mate introduced EarthWrite™ products including the first widely available, global line of pens
and mechanical pencils made with a majority of biodegradable components, which break down in soil
or home compost in about a year.
• Parker launched a “shop-in-shop” concept in fine department stores in key markets spotlighting
the classic style and unmatched functionality of the brand while providing customers with a unique
shopping experience.
2009
• Calphalon launched Unison™ Nonstick featuring specially designed surfaces – Slide Nonstick releases
foods effortlessly, while Sear Nonstick seals in flavor – all in one dishwasher-safe cookware set, giving
home chefs the convenience and easy cleanup of nonstick cookware while still achieving professional
results.
• Calphalon’s ReNew™ becomes the industry’s first program offering a convenient way for consumers
to recycle old cookware. Consumers can participate by purchasing a qualifying set of Unison Nonstick
cookware, filling the box with their old or unwanted cookware, and shipping it back to Calphalon at no
expense.
• Goody introduced a new, revitalized and feminine look showcasing the brand’s commitment to inspiring
confidence and self-expression through hairstyles for women of all ages.
• Amerock celebrated its 80th anniversary, debuting its largest product launch with more than 300 new
decorative hardware items in new finishes, styles and sizes.
• Italian designer Beatrice Fontana, renowned for her work with Fendi, Versace and Calvin Klein,
designed the Waterman Elegance and Parker Premier. The pens bridge years of excellence with
contemporary insight, demonstrating Fontana’s creative and visionary style along with the brand's
legendary design and craftsmanship.
• Paper Mate launched a new line of more environmentally friendly writing essentials, including FlexGrip®
Ultra ballpoint pens, Write Bros.® ballpoint pens and DryLine® Grip correction tape, made of up to
80 percent recycled materials but still offering the same reliability and performance as the previous
generation.