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WILTON BRANDS EXPANDS PORTFOLIO WITH ACQUISITION OF SIMPLICITY CREATIVE GROUP


Company Expands Presence in Growing Sewing and Needle Crafts Category


Woodridge, Illinois, January 2, 2013 – Wilton Brands, one of the leading suppliers of crafts products in the United States, is expanding its impressive portfolio of brands with the acquisition of Simplicity Creative Group based in New York City and Antioch, Tennessee. Simplicity Creative Group is one of the leading suppliers in the craft, sewing, knitting, hobby and home decorating categories with a long history of supplying innovative and quality products to a global customer base. Wilton Brands’ Jerry W. Levin, Chairman and Chief Executive Officer, comments, “Simplicity Creative Group is a great fit for Wilton Brands. The acquisition extends and complements our product portfolio and further positions Wilton Brands as one of the top sources for consumers looking for diverse, best-in-class crafting products.”


Simplicity Creative Group’s well-known brands including Simplicity®, Wright®, and Boye® will join Wilton’s portfolio of brands that include Wilton®, Copco®, Jolee’s Boutique®, K&Company®, Inkadinkado®, Dimensions®, K&Company SMASH®, Sticko®, Perler®, Martha Stewart Crafts™ and American Girl Crafts®. “The acquisition adds leading brands in the growing sewing category to our diverse portfolio,” said Bruce MacDougall, President and Chief Operating Officer of Wilton Brands. Abbie Small, who had held the position of Senior Vice President Marketing and Sales with Simplicity Creative Group, will join Wilton Brands as Senior Vice President of Simplicity Creative Group reporting to Bruce MacDougall.


In addition to positioning the company for continued long term profitable growth in the US, the acquisition will accelerate Wilton Brands’ growth in international markets including Europe and Australia where Simplicity Creative Group’s products are already sold. Approximately 500 employees from Simplicity Creative Group in the US, UK, China, India, and Australia will join Wilton Brands through the acquisition. “The additional scale that the acquisition provides will allow us to more quickly expand our international presence,” continues MacDougall.


“The Simplicity Creative Group fits well with Wilton Brands’ portfolio of well-recognized brands and will further support the company’s mission to providing innovative, high-quality products to consumers,” said Phil Handy, departing co-CEO of Simplicity Creative Group. “The acquisition is a great opportunity for Simplicity Creative Group to join one of the leading suppliers in the industry and we look forward to optimizing the benefits of becoming part of Wilton Brands.” For more information about Wilton Brands visit www.wilton.com


ABOUT WILTON BRANDS LLC
Wilton Brands LLC (“Wilton”) helps families create, decorate, and celebrate, by making the memorable and the beautiful, fun and easy. For nearly 85 years Wilton Brands has been providing world class inspiration, unique and effective instruction and education, and the innovative products that insure the consumer's success. Wilton has the number one position in cake decorating, bakeware, and scrapbooking products. It offers the industry’s most comprehensive and innovative selection of sweet treat making under the Wilton® brand and tea kettles and thermal mugs under the Copco ® brand. In addition, the company is the leader in paper crafting products as well as a supplier of some of the craft industry’s most respected brands of jewelry making, needlecrafts and kids’ crafts under the Jolee’s Boutique®, K&Company®, Inkadinkado®, Dimensions®, K&Company SMASH®, Sticko®, Perler®, Martha Stewart Crafts™, and American Girl Crafts® brands. More information can be found at www.wilton.com