FOR IMMEDIATE RELEASE
For licensing information, please contact:
Linda Morgenstern
Nancy Bailey & Associates, Inc.
Telephone: (561) 447-6607
Email: linda@baileylicensing.com
Nancy Bailey & Associates, Inc., Announces the 10th Anniversary
of Mr. Clean® as a Licensed Brand in Housewares
Atlanta, GA – February 25, 2010 – Procter & Gamble’s (P&G) Mr. Clean brand was introduced at the Housewares Show 10 years ago as the first household cleaning brand to be licensed. Butler Home Products launched the brand on a variety of cleaning tools, and Magla Products introduced the brand on a line of disposable and re-useable gloves. Licensing agency, Nancy Bailey & Associates, continues to manage the almost $500 million in retail sales licensing program for P&G.
Product innovation, along with the Mr. Clean’s emphasis on making cleaning easier has been an important part of the design for the licensed products. Both licensees have continued to bring new innovation to their product lines over the past 10 years.
“Butler and Magla have consistently combined the unique equities of Mr. Clean with innovative products that continually meet the needs of consumers. We are proud of the work they have done in extending P&G’s Mr. Clean brand and look forward to many more years of innovation and growth through their efforts,” said Helen Prial, Executive Vice President, Nancy Bailey & Associates.
Butler’s Mr. Clean products are the only cleaning tools in the market with patented ergonomic, soft bent handle grips and high/low cross action bristles on all of its brushes. Mr. Clean Cleaning Tools grew from 32 to now over 90 items with average yearly sales growth of 30% and can now be found in over 33,000 retail stores.
Shortly after P&G launched their successful Mr. Clean Magic Eraser® product, Butler followed with the Mr. Clean Magic Eraser Mop in 2006. Today, Mr. Clean Magic Eraser mops are the #1, #2 and #4 sponge mops in America.
At this year’s Housewares Show, Butler will be expanding its Magic Eraser line with two new patent pending items. They will also be launching a patent pending cotton mop and expanding the range of Microfiber cleaning tools.
“Over the past 10 years Butler has valued its strong working relationship with both Nancy Bailey & Associates and P&G. Only by working together have we been able to achieve the tremendous success that is present in the market today. We look forward to continuing to offer our consumers and retail partners’ innovative cleaning solutions that drive sales and make cleaning easier,” said Robert Michelson, President, Butler Home Products.
Magla Products took rubber gloves to a whole new level with their extensive line of Mr. Clean Household Cleaning Gloves and Reusable Wipes. The line has resulted in a year-over-year 20% growth rate and is the #1 brand in household gloves, outpacing the long time category leader. The Mr. Clean glove line boasts the most complete range of hand protection. From the #1 selling 2-Pack Loving Hands™ reusable latex glove and Nyplex™, a latex-free reusable glove providing a close fit and feel to natural rubber latex, to the Mr. Clean Foam Fit™ Glove, utilizing their proprietary FoamX™ technology, for the ultimate in comfort and grip, there is a hand protection solution for any household need. The Mr. Clean Glove program has broad distribution in all classes of trade including being the #1 brand at Walmart. Mr. Clean Reusable Wipes were launched in 2003 and have been an important part of the line.
“The Mr. Clean license has been a great partnership for us. We were their first licensee. Since that time P&G has pumped new life into the brand bringing innovation and numerous line extensions to market making the brand that much more relevant to retailers and consumers. The Mr. Clean brand and recognizable logo is one that resonates with retailers and appeals to both male and female consumers. We are looking forward to continuing our relationship and growing the program into the future”, said Jordan Glatt, President of Magla Products.
Magla is introducing a new re-usable Mr. Clean Fashion Cuff™ glove with an extra long printed fabric cuff. The glove will be available in three assorted colors is cotton flock lined with a textured palm and fingertips for a secure grip while handling wet objects.
“Butler and Magla have been a tremendous asset to the Mr. Clean franchise over the past 10 years. Their success is indicative of their dedication to delivering innovative product that makes consumers’ cleaning lives easier. I look forward to many more years of partnership”, said Gayle Jones, Commercial Innovation and Trademark Licensing, P&G.
About Nancy Bailey & Associates, Inc.
Nancy Bailey & Associates is at the forefront of trademark and brand extension licensing. The company develops and manages successful licensing programs for Fortune 100 companies including The Procter & Gamble Company, Crayola, Energizer, Schering-Plough, and the Pennzoil-Quaker State Company. A pioneer and leader in brand extension licensing for over 25 years, NBA develops strategic long-term partnerships that leverage brand equity to create innovative products that sell. The company is a full-service licensing agency specializing exclusively in the management of trademark licensing programs as well as providing consulting services for corporate trademark brand extension.
Headquartered in Atlanta, the company also has offices in Miami, and affiliates in Tokyo. For more information, please visit www.baileylicensing.com.