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News Release

Staples Brings Easy to Technology with an Increased Focus on Tech Products and Services
New Staples Television Spot to Air Regionally During Super Bowl on Feb. 6

FRAMINGHAM, Mass., Feb 02, 2011 (BUSINESS WIRE) --

Staples Inc. (NASDAQ: SPLS) is bringing "Easy" to technology. As the world's largest office products company, Staples is making technology easy like never before with a focus on new technologies and services available in its retail stores. To showcase its increased focus on tech, Staples will launch a new television spot regionally during the Super Bowl on Feb. 6. View ad here:

"We're already a force in technology and now we're taking our game to the next level with EasyTech associates and store redesigns that provide even more space for technology and services," said Jevin Eagle, executive vice president, merchandising and marketing, Staples, Inc. "Staples is staying at the forefront of technology, building off the phenomenal success with the Amazon Kindle during the holiday season, and gearing up to be a major destination for tablets this spring."

Staples is fully outfitted with EasyTech associates in every U.S. store to assist customers with a wide range of technology services such as new computer set-up, computer diagnostics, hardware and software installations, data transfer, security, repair and troubleshooting, and Free PC Tune-Up - regardless of where the computer was purchased.

As one of the nation's leading retailers of computers, printers, software, ink and toner, Staples offers a wide assortment of technology. With many of its stores upgraded to include a new technology focus, the Staples shopping experience extends far beyond office supplies and into technology services.

"We are well positioned to exceed customer satisfaction with our highly trained EasyTech associates who make it easy for customers to determine their technology needs, purchase and maintain technology, as well as save money and time," said Eagle.

New Campaign Details

The fully integrated campaign will launch on Feb. 6 with Super Bowl presence in select regional markets and national high-profile network and cable shows including Castle, Private Practice, 30 Rock and NCIS. Radio spots and digital ads will be included in the campaign. The campaign was created by McCann Erickson, New York.

Utilizing the latest technology animation the 30-second spot, titled "Here They Come," showcases the journey of a variety of high-tech items - laptops, monitors, tablet computers, GPS devices, printers and software - as they migrate to the one place that makes technology easy for everyone: Staples. Upon reaching their destination, the tech products jubilantly flood through the door, taking their rightful places on the shelves, making it easy for customers to buy.

"We wanted to break through in a unique, yet relevant way to let the world know that we are evolving the tone of our advertising to be consistent with establishing Staples as a tech authority," said Steve Fund, sr. vice president, global marketing, Staples, Inc.

About Staples:

Staples Inc., the world's largest office products company, is committed to making it easy for customers to buy a wide range of office products and services. Our broad selection of office supplies, electronics, technology and office furniture as well as business services, including computer repair and copying, and printing, helps our customers run their offices efficiently. With 2009 sales of $24 billion and 91,000 associates worldwide, Staples operates in 26 countries throughout North and South America, Europe, Asia and Australia serving businesses of all sizes and consumers. Staples invented the office superstore concept in 1986 and today ranks second worldwide in e-commerce sales. The company is headquartered outside Boston. More information about Staples (Nasdaq: SPLS) is available at

SOURCE: Staples Inc.

Staples, Inc.
Carrie McElwee, 508-253-1405