OfficeMax's Celebrated Premium Brand TUL Introduces Second Generation of Dry Erase Markers

Leveraging new technology and consumer research, OfficeMax's new TUL Dry Erase Markers offer enhanced ink flow, performance, and longevity

Mar 02, 2011, 13:00 ET from OfficeMax Inc.

NAPERVILLE, Ill., March 2, 2011 /PRNewswire/ -- Constantly seeking new opportunities to bring innovation to office supplies, OfficeMax is unveiling a new and improved version of its TUL® Dry Erase Markers. Leveraging enhanced technology and consumer research TUL's new dry erase markers offer greater longevity, performance and high-quality ink that creates vivid, opaque strokes for a better writing experience.

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"More than five years ago, OfficeMax set out to design its first premium brand line of office supplies to exceed consumer expectations and focus on quality, style and design," said Ryan Vero, executive vice president and chief merchandising officer for OfficeMax. "These qualities have remained true as the TUL brand has expanded, and we're pleased to unveil a second generation of TUL Dry Erase Markers to ensure our customers have the best possible products at their fingertips."

Ideal for work presentations or classroom teaching, TUL Dry Erase Markers feature non-toxic ink formula with reduced odor, a rubberized grip, ergonomic square design, and built-in magnets compatible with magnetic dry-erase boards. The lineup also includes an eraser on the cap of each marker as well as a separate magnetic eraser.

Creating office supplies that meet and exceed consumer expectations, OfficeMax launched TUL as its first premium brand collection in 2006 with a sophisticated line of pens, markers and desk accessories offering consumers an ergonomic, refined and well-designed line of office supplies. From its popular gel and ballpoint pens to staplers and scissors, the TUL brand has gained a strong following over the past five years from bloggers referring to TUL as "my new favorite pen" to features on Good Morning America, The New York Times and Bloomberg News.

The new and improved TUL Dry Erase Markers are available at OfficeMax stores nationwide, and As part of its marketing efforts to promote the TUL brand, OfficeMax is extending the usage of its popular Everyday Inspiration Facebook app created by Oddcast, a social media company known for its breakthrough participation marketing campaigns.  To date, the app has enjoyed more than 130,000 user sessions with more than 85,000 user engagements and 100,000+ photos uploaded to the site.

TUL launched in September 2006 as OfficeMax's inaugural premium brand. OfficeMax continues to expand its selection of innovative, affordable products through its collection of premium brands, which include DiVOGA™, INFUSE™, [IN]PLACE®, [IN]PLACE® SYSTEM by Peter Walsh, Peter Walsh you.organized™, Brenton Studio™, Eastleigh™, Ascend™ and ENGAGE™.

About OfficeMax

OfficeMax Incorporated (NYSE: OMX) is a leader in both business-to-business office products solutions and retail office equipment. The OfficeMax mission is simple. We help our customers do their best work. The company provides office supplies and paper, in-store print and document services through OfficeMax ImPress®, technology products and solutions, and office furniture to consumers and to large, medium and small businesses. OfficeMax customers are served by approximately 30,000 associates through direct sales, catalogs, e-commerce and approximately 1,000 stores. For more information, visit

All trademarks, service marks and trade names of OfficeMax Incorporated used herein are trademarks or registered trademarks of OfficeMax Incorporated. Any other product or company names mentioned herein are the trademarks of their respective owners.

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SOURCE OfficeMax Inc.