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TWG and the Arthritis Foundation have collaborated on a multi-tiered strategy focusing on the Foundation’s Ease of Use Certification program. All Ease of Use products are independently tested and evaluated by research firm IDARI.
“Our data tells us that people with arthritis live with daily pain and are struggling with products that challenge their limitations,” says Ann McNamara, senior vice president, development and community giving, the Arthritis Foundation. “People have to deal with clothing that is impossible to button, household products that require a loved one to open, lifestyle and household goods made for
There are currently more than 20 Ease of Use partner companies with more than 60 products across categories from gardening tools to OTC medicines and pharma products. Partners include Advil, Fiskars, Duracell Batteries and Pilot Pens. Ease of Use products can be found at drug, mass, hardware and grocery retailers across the country. Categories available for licensing include food and beverage, health and wellness, personal care, first aid, home and garden tools, gadgets and cookware, as well as adaptive, compression and easy-to-wear apparel and footwear.
The program will be supported by multiple partner benefits from the Arthritis Foundation, including a comprehensive style guide, marketing activations, social media promotion and an enhanced Ease of Use section on arthritis.org, which will feature products linked to purchase options, making it easier for consumers to purchase easy-to-use, certified products.
“We’re thrilled to be working with the Arthritis Foundation on their Ease Of Use brand licensing program,” says Michael Carlisle, founder and principal, The Wildflower Group. “Building on the existing 20+ strong partner base, we will be strategically expanding the Ease of Use brand across key product categories that will enhance the lives of over 54 million arthritis patients as well as consumers in general who shop for products that are easier to use. Consumers are constantly searching for products that are user-friendly as they accomplish everyday tasks from cooking and cleaning to gardening, hobbies and exercise. The Ease of Use Certification Program will be a recognizable seal to consumers that a product offers optimal convenience, comfort, and ease."
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