First and only Newborn Soothing Center revolutionizes soothing with new
techniques to ease infant transition from womb to world
ATLANTA, Feb. 5, 2008 /PRNewswire-FirstCall/ -- In the latest example
of Newell Rubbermaid's (NYSE: NWL) focus on consumer-driven brand building,
the company today announced the launch of Graco(R) Sweetpeace(TM), the
world's first and only Newborn Soothing Center(TM). Developed in
conjunction with child development experts using the latest research on
newborns, Sweetpeace defines a new category -- the soothing center.
Improving on the concept of the infant swing, Graco has reinvented infant
soothing through innovations surrounding all of the newborn's sensory
systems: motion, touch, scent, sound and sight. It is available at Babies
"R" Us, Target, Wal-Mart, Baby Depot and specialty stores, with a suggested
retail price of $169.99.
"Graco Sweetpeace is a revolutionary new product that exemplifies how
we are using consumer insights, innovation and marketing to build Brands
That Matter(TM) to consumers," said Mark Ketchum, Newell Rubbermaid's
president and chief executive officer. "The Sweetpeace Soothing Center is a
great example of disruptive innovation. Once parents see and understand the
soothing center concept, a conventional infant swing will no longer be good
enough."
In the first three months of life, soothing a newborn can be a
challenge for new parents as the baby leaves the security of the womb for
the often over stimulating outside world. To develop a solution to this
challenge, researchers at Newell Rubbermaid's Graco brand -- a leading
manufacturer and marketer of infant and juvenile products -- looked beyond
conventional wisdom. By studying how new parents calm their children, as
well as incorporating new findings in infant neurosciences and sensory
processing, Graco realized that the key to soothing a newborn is creating a
nurturing environment utilizing unique combinations that simulate the womb
experience.
The result: Graco Sweetpeace, the first-ever Newborn Soothing Center,
which mimics the sensations babies first experienced in the womb in order
to foster an easier transition from womb to world. It offers the ultimate
in comfort and security for newborns, providing a peaceful multi-sensory
experience that soothes a baby's senses:
* Motion - one of the constant sensations in the womb, motion, is the
primary tool parents use to soothe babies. Sweetpeace offers a unique,
adjustable swaying motion which mirrors swaying in a parent's arms;
* Touch - following birth, babies crave being held and embraced, as it
offers the similar comforts of a mother's womb. Soft padding and an
integrated swaddle blanket create a cozy, hug-like environment;
* Scent - newborns recognize their mothers through the sense of smell. A
removable swaddle blanket allows a mother to infuse her familiar,
comforting scent, which can calm a baby;
* Sound - Sweetpeace is equipped with low-frequency sounds that
replicate what is heard inside the womb, a proven soother for infants.
It also has an MP3 plug-in connection to make it easy to play calming
music;
* Sight - visual complexity can over-stimulate newborns. An adjustable
canopy limits distracting visual stimulation, while a mirror helps baby
feel focused and settled by seeing his or her own reflection.
To educate new parents about the benefits of Sweetpeace and introduce
them to the new category of infant soothing, Graco has launched a
multimedia marketing campaign including online, in-store and direct mail
components. A dedicated Web site, http://www.mysweetpeace.com, enables consumers
to become better soothers, learn about Sweetpeace by viewing an interactive
video and initially encouraged parents to add Sweetpeace to their gift
registry by offering a free swaddle blanket with pre-registration. The
social media campaign included hosting three events with regional
influential mom bloggers driving them to the new Graco blog to share their
thoughts about Sweetpeace. In select stores, Sweetpeace will be displayed
next to video screens that explain more about the new Newborn Soothing
Center. In addition, Graco has distributed 1.5 million direct mail pieces
through retail partnerships, parenting events and at OB/GYN offices.
For added consumer convenience, Graco Sweetpeace Newborn Soothing
Center is interoperable with Graco Infant SnugRide(TM) and SafeSeat(TM) car
seats, and its removable seat doubles as a carrier and a floor rocker. Also
included are all the features consumers have come to expect from Graco,
such as easy no-tool assembly, compact fold for easy storage and travel,
and AC adapter or battery operation when needed.
About Newell Rubbermaid
Newell Rubbermaid Inc., an S&P 500 company, is a global marketer of
consumer and commercial products with sales of over $6 billion and a strong
portfolio of brands, including Rubbermaid(R), Sharpie(R), Graco(R),
Calphalon(R), Irwin(R), Lenox(R), Levolor(R), Paper Mate(R), Dymo(R),
Waterman(R), Parker(R), Goody(R), Bernzomatic(R) and Amerock(R). The
company is headquartered in Atlanta, Ga., and has approximately 22,500
employees worldwide.
This press release and additional information about Newell Rubbermaid
are available on the company's Web site, http://www.newellrubbermaid.com.
NWL-PR
SOURCE Newell Rubbermaid Inc.
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Related links:
http://www.mysweetpeace.com
http://www.newellrubbermaid.com
http://www.prnewswire.com/comp/138728.html /
CONTACT:
Ron Hardnock, Vice President, Investor
Relations, +1-770-407-3994, or Connie Bryant, Manager, Public
Relations, +1-770-407-3671, both of Newell Rubbermaid
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