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Staples Brand Icon Makes Some Noise - Staples Sells its One Millionth Easy Button; Company Contributes $1 Million in Easy Button(TM) Proceeds to Boys & Girls Clubs of America

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 of easy."

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 easy."

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 examples include:

  • 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 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, making it easier to get all of the office supplies they need.

Staples continues to carry its signature Easy Button(TM) desk accessory in stores and at for $4.99.

About Staples

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


CONTACT: Alan Taylor Communications
Meredith Topalanchik, 212-714-1280
Staples, Inc.
Deborah Hohler, 508-253-8509

SOURCE: Staples, Inc.