New York, New York, May 21, 2019 – CRAFTSMAN®, a recent addition to the Stanley Black & Decker family of tool brands, will expand its licensing program in 2019 to include more products in new categories. Beanstalk, a global brand extension licensing agency, represents CRAFTSMAN.
Focusing on quality, value and innovation, CRAFTSMAN licensed products include work lights, two-way radios, gloves, toys, long-handled tools, resin sheds, truck boxes, gas inverters, gas generators, gas pressure washers and snow throwers, among others.
“With a focus on speed, collaboration and a seamless user experience between our CRAFTSMAN core and licensed products, we were able to commercialize 25 CRAFTSMAN licensed categories in 2018. Retail sales have been strong, and we have plans to expand our CRAFTSMAN licensing program to more than 40 categories by the end of 2019,” said Todd Snellenburg, Vice President of Licensing at Stanley Black & Decker.
Beanstalk’s President & CEO Allison Ames commented, “We are truly honored to represent CRAFTSMAN, one of the most famous and recognized brands today. Everyone has a CRAFTSMAN story. It is an iconic brand that speaks to American values. Re-establishing CRAFTSMAN’S longstanding reputation with both core and new consumers through fresh and innovative products has been one of the most exciting brand relaunches of 2018 and we are looking forward to what’s in store for 2019.”
CRAFTSMAN products are available at Lowe’s, Rona, ACE Hardware, Menards, Amazon, Atwoods, Blain’s Farm & Fleet, Fleet Farm, Military Exchange Stores and Sear’s Mexico.
CRAFTSMAN is an 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.
Beanstalk, a global brand extension licensing 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 member 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.