Oct 26, 2011
Up With Paper Announces New UWP Kids Brand

Up With Paper, the world’s leading marketer of innovative three-dimensional greeting cards, announced the development of a new brand that will focus on products developed for the youth market: UWP Kids.

“Up With Paper’s unique and fun pop-up greeting cards have long been a favorite for parents and grandparents to give—and for kids to receive,” said Monika Brandrup, Vice President & Creative Director for the company, who led the development of the brand. “We are now pleased to introduce an entire new brand focused on providing new formats of pop-up products to our young fans.”

Utilizing fresh new designs that appeal to children of all ages—as well as the young at heart—UWP Kids products are geared to children’s stationery needs, including thank you notes, personal correspondence, and the increasingly popular sticky notes. The outstanding original artwork in the line will also be supplemented by licensed properties, including one A-list property that will debut with the new line.

The first two UWP Kids lines, to be introduced at the Winter Shows and begin shipping to retail immediately after Toy Fair in February, 2012, are Sticky Note Pop-Up Portfolios and Pop-Up Note Cards Portfolios.

The all new format of intricately die-cut sticky notes with fresh pop-up packaging will appeal to sticky notes fans of all ages. Each pop-up portfolio features four different die-cut sticky note pads, with artwork on every page, and has a locking corner tab to safeguard the sticky notes in any desk or purse. The line is launching with six designs with unlimited uses, and has a suggested retail price of $6.99 per portfolio.

Each note cards pop-up portfolio case includes two cards each of four unique designs, including two sets of die-cut cards with ruled backs and two sets of pop-up cards with blank interiors. The eight total cards each have corresponding designed envelopes. A sample pop-up, along with an image of all four of the included designs, is featured on the cover of each portfolio to convey clearly to consumers the breadth and value of the offering, while preserving the integrity of the packaging. The portfolio makes a perfect carry-along or desk set, ideal for introducing the next generation to the tradition of thank you notes and personal correspondence. UWP Kids Pop-Up Note Cards Portfolios have a suggested retail price of $8.99.

“We are certainly pleased to announce this new line of UWP Kids products,” said George White, President & COO of Up With Paper. “We will be introducing new formats, as well as at least one major new licensed property that is a perfect fit for the brand, in the coming months, and we look forward to reviewing it with our retailer partners at the upcoming winter shows and Toy Fair.”

Originally founded as PopShots, Inc., in 1978, Up With Paper has been recognized for design excellence more than 55 times with the International Greeting Card Association’s highest honor, the “LOUIE” award, including the “Card of the Year” LOUIE Award in 2005. Up With Paper’s Panoramics, Treasures, Sight ‘n Sound®, and Tres Panache® lines of pop-up greeting cards, as well as the company’s Tres Panache Imprintables, Trinkets® and Tres Petites® gift enclosures, Pop-Up Boxed Notes, Travel Globes, Pop-Up Snow Globe Greetings®, Pop-Up Notepads, and Jumping Jack Press® pop-up books are available in thousands of specialty retail outlets throughout the United States and around the world, and may be seen on the company’s website atwww.upwithpaper.com.




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