FRAMINGHAM, Mass.--(BUSINESS WIRE)--Aug. 7, 2006--There are at
least a million reasons why people need an easy button - because, in
less than a year, Staples, Inc. (Nasdaq: SPLS) has sold its millionth
Staples Easy Button(TM). From motivating students and sports teams to
accomplishing everyday tasks, people are searching for a solution and
eager to proclaim "that was easy."
Staples pledged to donate up to $1 million of the proceeds of the
Staples Easy Button(TM) in 2005 and again in 2006 to Boys & Girls
Clubs of America. Staples and Staples Foundation for Learning(TM) are
national supporters of Boys & Girls Clubs of America.
"The idea of having an Easy Button in your life really resonates
with our customers," said Shira Goodman, executive vice president of
marketing for Staples. "The Staples Easy Button(TM) has appeared
everywhere from in political cartoons, to professional sports team
locker rooms, to offices everywhere -- it has clearly become a symbol
The Easy Button reflects Staples' Easy Brand Promise, a company
wide focus on making it easy for customers to buy office products.
With one million Easy Buttons sitting on desks across the U.S.,
Staples' promise continues to be affirmed with the sound of "that was
In addition, customers nationwide are finding increasingly
creative and innovative uses for the Staples Easy Button(TM), quickly
elevating it from simple desk accessory, to brand icon status. The
Easy Button(TM) has been featured on a variety of blogs and
interactive web sites. NFL coaches, singers and politicians have also
embraced the appeal of the Staples Easy Button(TM). A few unique
- A NFL coach purchased Easy Buttons(TM) for his team prior to
competing in the AFC playoff series.
- The Canadian Prime Minister had his Easy Button(TM) on his
desk during a national network news interview.
- A high school junior posted a ten minute video on YouTube.com
about being given an Easy Button after having a bad day and
how the button changed his life for the better.
- A man from Tollesboro, KY received an Easy Button(TM) during a
hospital stay for a heart transplant. Placed under his bed
during surgery, the Staples Easy Button(TM) spontaneously went
off, saying "that was easy."
- A couple from Gainesville, VA included the Easy Button(TM) in
their son's birth announcement photo.
The Staples Easy Button(TM) made its national television debut in
January 2005 and became an instant celebrity. On June 7, 2006 Staples
received a gold EFFIE award from the New York American Marketing
Association for the Easy Button campaign's ability to drive sales and
income, build branding and recall.
Customer demand for Staples Easy Buttons(TM) became so great that
the company began producing them for retail sale. By September 2005
the Staples Easy Button(TM) was available for purchase exclusively
from Staples. A digital Staples Easy Button(TM) became available for
download to computer desktops in January 2006. With the click of the
virtual Staples Easy Button(TM), customers can link directly to
Staples.com, making it easier to get all of the office supplies they
Staples continues to carry its signature Easy Button(TM) desk
accessory in stores and at www.staples.com for $4.99.
Staples, Inc. invented the office superstore concept in 1986 and
today is the world's largest office products company. With 69,000
talented associates, the company is committed to making it easy to buy
a wide range of office products, including supplies, technology,
furniture, and business services. With 2005 sales of $16.1 billion,
Staples serves consumers and businesses ranging from home-based
businesses to Fortune 500 companies in 21 countries throughout North
and South America, Europe and Asia. Headquartered outside of Boston,
Staples operates 1,786 office superstores and also serves its
customers through mail order catalog, e-commerce and contract
businesses. More information is available at www.staples.com.
CONTACT: Alan Taylor Communications
Meredith Topalanchik, 212-714-1280
Deborah Hohler, 508-253-8509
SOURCE: Staples, Inc.