Uncategorized

With Lilly Pulitzer, Jonathan Adler and Susan Barnes playing starring roles in its roster, Lifeguard Press has unveiled enough licenses to establish itself as an upscale lifestyle brand. Anything the company releases is certain to raise the eyebrows, if not knock the proverbial socks off. So it’s not really a surprise that their latest license, Dylan’s Candy Bar, being officially unveiled at National Stationery Show, is a bit of surprise.

The new line represents not a traditional brand, but rather a boutique that evolved into a brand. To enter one of the five Dylan’s Candy Bar locations – especially its flagship and first location in New York City, which, at 15,000 square feet, is the largest candy store in the world – is to enter a colorful, wacky, lip-smacking ode to all things sweet. Here candy achieves its rightful status as a fashion, art and pop culture item.

Dylan’s Candy Bar is the brainchild of CEO, founder and “Candy Queen” Dylan Lauren, who is Ralph Lauren’s daughter. Although she didn’t open the first Dylan’s Candy Bar until 2001, the seed was planted on her fifth birthday, with a showing of “Willy Wonka & the Chocolate Factory.” Dylan was so awed by Willy Wonka’s factory that she dreamed of one day being the proprietress of a candy emporium of her very own.

Today the venues carry more than 5,000 kinds of candy, as well as appropriately themed jewelry, apparel and spa products. Many locations include a café as well as party rooms that can be rented for special occasions. It is only fitting, then, that the 57 SKUs in the Lifeguard line – the venue’s very first license -encompass partyware like plates, napkins and cups as well as other appetizing gifts like digital accessories, recycled bags and pens.

Stationery Trends caught up with Dylan to learn more about her newest venture.

ST: What made you explore licensing?
DL: We are always looking for new ways to satisfy our customers’ cravings and by licensing with a company like Lifeguard Press, Dylan’s Candy Bar is able to reinforce our brand message of elevating candy from a sweet treat to that of a lifestyle.

ST: What made you decide on stationery, partyware and gifts as your first licensed product?
DL: I believe these products provide the perfect medium to continue delivering the lifestyle aspect of candy and successfully accomplish the Dylan’s Candy Bar mission of merging fashion, art and pop culture with candy. I really enjoyed taking my favorite design components from the Dylan’s Candy Bar brand to create this mouth-watering collection!

ST: What’s your favorite piece in the line?
DL: I really love the items like our iPod Touch skin and iPhone skin, as well as our Dylan’s Candy Bar signature stripe laptop case, because everything looks better candy-coated. These items are practical and effortlessly fun and reflect the overall theme of our line of licensed products.

ST: How did you select Lifeguard?
DL: Lifeguard Press offers extensive retail distribution channels as well as a true passion for candy. I have waited a long time to find the right partner in this field, and with Lifeguard Press’ outstanding track record of working with other lifestyle brands, I am confident that they will be able to successfully accomplish the Dylan’s Candy Bar’s mission of delivering the sweet life to everyone.

ST: How long did the development process take?
DL: Approximately 16 months.

ST: Do you plan to do any more products with Lifeguard?
DL: Yes, the collection will continue to expand each season.

ST: If you were a stationer, how would you display and promote this line?
DL: As someone who grew up loving candy and whose childhood dream was realized with the opening of Dylan’s Candy Bar, I would display this line with delicious treats so people can please all of their senses. I especially think these paper goods would look even more enticing next our Choc-o-Lot chocolate-covered potato chips!

ST: Is there anything else about the new release you’d like to share with Stationery Trends?
DL: We’ve created a broad line based on the demands from our customers. The iPhone case, party goods and stationery items were all created to meet the demands from our ever-growing fan base. At Dylan’s Candy Bar we are always looking for new ways to innovate and surprise our customers.
I am certain that Lifeguard Press has created a line of Dylan’s Candy Bar paper products that exceeds the expectations of our discerning customer base. It was my vision when Dylan’s Candy Bar opened that it would create a memorable experience for everyone who visited, and now they can take a part of that experience with them in a new and exciting way and share it with their friends … just like candy!