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FEIZY LAUNCHES NEW CRAYOLA-BRANDED PRODUCTS IN NYC, TARGETS SOUTH AMERICA NEXT
The new Crayola program, a partnership between Siscovers and Feizy, premiered at Feizy's NY Home Fashions Market showroom.
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NEW YORK -- Feizy Rugs debuted its new partnership with bed fashion and textile company Siscovers on its playful line of Crayola-branded floor coverings and home accents at the September edition of New York Home Fashions Market with plans to take the kid-centric program to Latin and South America.
"We started this journey in January, and it has been full focus with our partner to get this up and running," said Michael Ackelbein, senior vice president global sales, Feizy. "It's a complete build out of rugs, accents and bath. We're being very focused on whom we're selling it to, but we're taking it multi-country. We launched it in Mexico. We will launch in Colombia in late October, and I'm going to Brazil [in September] to launch there."
Feizy gave plenty of room to the playful new Crayola license program created with Siscovers at New York Home Fashions Market.
Siscovers, an official licensed manufacturer for Crayola, chose Feizy, which is based in Dallas, to produce rugs, throws and bath mats for the collection. The partnership places Feizy firmly in the kids' home furnishings segment, growing its reach to a new customer base, as did its dramatic push into bedding earlier this year. For the fall market, Feizy introduced 50 new bedding collections letting mass merchants know it is serious about the category as well.
"We do well in Latin America, and, because of the population of children per capita in Latin America, it seemed like an obvious choice for the Crayola program," Ackelbein continued. "We have really good partners and agents in Mexico, Colombia and El Salvador. We have all the major key accounts coming in from Brazil -- we're having meetings in Sao Paulo for three days, and we're doing a four-city tour in Colombia."
The Crayola branded Drip rug presented at New York Home Fashions Market.
The collaboration with Siscovers showcases Feizy's quality merchandise to a new customer base as the company continues to explore various approaches to reaching new audiences as the retail and industry landscapes evolve, added Cameron Feizy, principal.
Pointillist Pansy is part of the Crayola rug collection targeting kids from early childhood through adolescence.
The new line features bold colors and fun patterns in transitional pieces targeted towards early childhood through adolescence. "Feizy'sexpertise is a smart addition to Siscovers' quality product line, which will continue to include bedding, pillows, curtain panels, and shower curtains. We are thrilled to offer our customers a more comprehensive product selection for Crayola-branded accessories," said Shari Hammar, Siscovers' creative director, president and CEO.
Known for inspiring creativity, Crayola brand licensed products include the abstract Splatter rug.
The Crayons rug launched in September in NYC as part of a collaboration with Crayola licensee Siscovers and Feizy.
Siscovers and Feizy introduced the Crayola rug in nine popular crayon colors. Shown: Crayola Accent Lime.