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RAPAPORT... World Trade Jewelers (WTJ), which specializes in developing specialty jewelry collections, extended its collaboration agreement with Stuller Inc. to include the new Scrabble brand jewelry distributorship for the independent market. WTJ will maintain the jewelry licenses and provide the product development, packaging, marketing and public relations for the three jewelry brands Stuller now offers: Scrabble, Hershey's Kisses and the Sweethearts collection.  “World Trade Jewelers is a valuable partner for Stuller in the world of licensed and iconic branded jewelry,” said James Louviere, the director of symbolic and licensed jewelry at Stuller. “The way they secured these valuable properties and interpreted them into jewelry is impressive and the product performance in the marketplace is proof that consumers love the brands and love the jewelry.” Stuller began selling 27 styles of Hershey's Kisses jewelry in January of 2012 and has grown this offering to 250 styles. Murray Shabot, the CEO of WTJ, said, “The debut of Scrabble brand jewelry and the expansion of the Hershey's Kisses jewelry lines are examples of how WTJ has successfully translated highly recognizable and legendary consumer brands into jewelry demand. People are now asking for Hershey's Kisses jewelry by name. For years, we’ve handled our own fulfillment, but now, it is massive.” Shabot explained that the independent channel needed a proven partner to take it over and Stuller fit that requirement. ''We’ll continue to distribute to our national partners, but our strategic alliance with Stuller allows us to focus on product creation and marketing, which is our specialty,” he said. Hasbro owns the trademark for its logo, Scrabble, the design of the distinctive game board and the distinctive letter tile designs in the U.S. and Canada. Sweethearts is a trademark of the New England Confectionery Co. Inc. Hershey's is a trademark of The Hershey Company Inc.
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