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Sunbeam Announces First Movie Tie-In with ROBOTS The Movie; Company Leverages Blockbuster Opportunity to Connect with Consumer.

BOCA RATON, Fla. -- In celebration of practical solutions that make every day extraordinary, the Sunbeam(R) brand announced today its first ever movie tie-in with ROBOTS The Movie(TM), the new star-studded, animated feature from Twentieth Century Fox. As part of the partnership with the highly anticipated film, the Sunbeam(R) brand will introduce ROBOTS The Movie(TM)-themed pack in premiums in select Sunbeam(R) brand products and an inventors contest for kids, both supported by national advertising. The effort underscores the Sunbeam(R) brand heritage which brings families closer together through innovative, time saving, practical solutions for the home.

Opening nationwide on March 11, 2005, ROBOTS The Movie(TM) introduces moviegoers to Rodney Copperbottom(TM), a robot, who armed with a unique talent for invention, embarks upon a journey to meet his hero and improve the lives of bots everywhere.

"We are continually evolving our marketing strategy to enhance the relevance of Sunbeam(R) as a family friendly brand with consumers and movie tie-ins are a great way for us to do just that," said Mary Ann Knaus, Senior Vice President Strategic Development and Global Marketing. "We see ROBOTS The Movie(TM) as an inspirational story about an innovative character that brings people together by creating simple solutions to make life better. This theme underscores the essence of the Sunbeam(R) brand."

When consumers purchase specially marked Sunbeam(R) brand toaster ovens, toasters, mixers, and irons, they will receive one of three exclusive ROBOTS The Movie (TM)-themed premium items based on main characters from the movie. Sunbeam(R) toaster ovens and toasters will feature a "Piper" toast imprinter that includes a removable action figure. Sunbeam(R) mixers will feature a "Rodney" cookie cutter that also has a removable action figure. Sunbeam irons will feature a colorful ROBOTS The Movie(TM) iron-on patch. In addition, a coupon book packed in Mattel(R) ROBOTS The Movie(TM) toys will offer rebates on Sunbeam(R) appliances and provide information about ROBOTS The Movie(TM) pack in premiums.

A full page free standing insert in newspapers across the country will communicate the free in-packs to over 30 million consumers.

The "Sunbeam(R) Everyday Solutions Contest" invites kids to create a practical invention that makes life easier for their family, just like Rodney. Participants can find deadline dates, rules and entry information on the company's website, http://www.sunbeam.com. The Grand Prize includes a trip to New York City for a tour of Blue Sky Studios which produced ROBOTS The Movie(TM), ROBOTS The Movie(TM) toys for kids, and Sunbeam(R) appliances for mom.

The website will also offer ROBOTS The Movie(TM) content during the promotional period where kids can even get a sneak peak of the ROBOTS The Movie(TM) movie trailer and other behind the scenes information with a link from Sunbeam.com directly to the official ROBOTS The Movie(TM) website. The contest will be promoted with a full page ad in Woman's Day magazine, which hit news stands in February.

Sunbeam(R) is a registered trademark of Sunbeam Products, Inc., a leading consumer products company that designs, manufactures and markets, nationally and internationally, a diverse portfolio of consumer products including the Sunbeam(R), Oster(R), Mr. Coffee(R), Health o meter(R), and First Alert(R) brands.
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Publication:Business Wire
Date:Mar 3, 2005
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