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News Release -
Rayovac Announces Licensing Agreement With Marathon Projects
MADISON, Wis., Oct. 7 /PRNewswire/ -- Rayovac (NYSE: ROV) today announces
Marathon Projects Ltd. as exclusive agent to license the Rayovac brand name in
the U.S., Canada and Puerto Rico. The two-year agreement, effective
immediately, provides that Rayovac will pre-approve licensees and set quality
standards for the licensed products. The agreement represents the first time
Rayovac has licensed its brand in its history.
According to the agreement, Marathon Projects, a leading marketing firm
specializing in corporate and fashion licensing since 1984, will target the
following areas for licensing: automotive batteries; lighting products
(excluding flashlights, lanterns and light bulbs); electric appliances and
"We believe that Rayovac-brand licensed products will enhance and broaden
the overall awareness of our company and its traditional products and is
another example of how we are building 'Brand Rayovac,'" said David A. Jones,
Rayovac Chairman and CEO. "The agreement creates numerous synergies in terms
of boosting the impact of our advertising dollars, and forming new marketing
and promotional partners.
"Moreover, each licensed product will reinforce that the Rayovac brand
stands for power and performance.
"Lastly, it represents a way to enter new markets and generate a
significant income stream with no upfront investment on our part. We are
simply using an asset that has been historically underleveraged to some
extent. This is good news for our shareholders," he added.
"Marathon Projects has worked with many noteworthy clients helping to
position their brand marketing strategies through licensing," said Craig
Kalter, Marathon Projects President and Founder. "Some of the more recognized
brandnames and personalities have included Walt Disney, Warner Brothers, Black
& Decker, Dirt Devil, Hamilton Beach, Farberware, Playtex, French Toast, After
Six, Oneida, Royal Doulton & Ivana Trump. Marathon Projects has secured
successful licenses in many diverse areas including toys, children's apparel,
footwear, hosiery, eyewear, headwear, hair accessories, evening dresses and
"The scope of the licensing relationship with each client is always a
little different but enhancing their brandname positioning through licensing
has always been their key criteria for working with Marathon Projects," noted
"With the roster of clients that Marathon Projects has served, we are in
excellent company," noted Jones. We are constantly pursuing associations with
industry leaders to help us market our Rayovac brand and we feel the folks at
Marathon Projects are the best at what they do."
With its world headquarters in Madison, Wis., Rayovac is the third largest
U.S. manufacturer of batteries and battery-operated lighting products. Thomas
H. Lee Company, a private investment firm based in Boston, owns the largest
common share interest in Rayovac. Rayovac is traded on the New York Stock
Exchange under the symbol ROV.
SOURCE Rayovac Corporation
Company News On-Call: http: //www.prnewswire.com/comp/742563.html or fax, 800-758-5804, ext. 742563
CONTACT: John Daggett of Rayovac Corporation, 608-275-4912, email@example.com