Writing essentials

Bic's Kids Visa range of felt tip pens boast a selection of bright colours and can be left uncapped for up to three months without drying out

Computers and tablets have been hailed as the future of education but for the essentials, the old fashioned pen and paper remains a certainty. The back to school period is a crucial time for retailers to ensure they are stocked up. Fiona Donnellan reports

Brand Central

10 July 2013

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Stationery

AT A GLANCE: STATIONERY

The market for stationery and writing instruments may be one of the most traditional of sectors but it continues to evolve and adapt to changing consumer demands and lifestyles
According to the most recent figures available from the US Bureau of the Census, office supplies and stationery stores were a $24 billion industry in the United States in 2007, with stationery stores making up around $8 million of the overall industry
Gross industry revenue has fallen by approximately a third since 2008 (Source: Pr web, April 2013)
The industry is forecast to generate revenue of £570 million in 2012-13, down by 7.5% on the previous year (Source: Ibis World, September 2012)
Revenue has fallen by an average 7.1% per annum over the past five years (Ibis World, September 2012)
The paper stationery manufacturing industry has steadily contracted over the past two decades as it succumbed to the rising use of electronic communication, data transfer and storage in preference to traditional paper stationery products (Source: Ibis World, September 2012)
Category sales traditionally rise by over a third during this key sales period of back to school

In recent years it appears as if the stationery industry has taken a step backward – not in a negative sense in being any less useful or losing popularity – but there are an increasing number of brands springing up, as well as established ones, producing more old fashioned, classic designs that hark back to an older age of stationery and reference the old fashioned elegance of stationery and writing implements. This may be surprising given the mass replacement of stationery by computers, tablets and mobile phones, however it’s these established products that are continuing to sell.

The back to school season is one of the busiest in the stationery industry. Thousands of children are returning to the classrooms and must be equipped with a wide range of pens, paper, pencils and notebooks to ensure they are ready for another year of lessons. For primary school children, a wide range of colours, shapes and new, innovative products are required.

Bic’s Kids Visa range of felt tip pens boast a selection of bright colours and can be left uncapped for up to three months without drying out

Get the creative juices flowing

Bic, one of Ireland’s leading stationery brands, has launched an exciting new range of products for pupils returning to their desks this September.

Kids will love getting creative with the Bic Kids Visa range (RRP €3.99) of felt tip pens. Boasting a selection of vibrant colours sure to make imaginations run wild, the pens can be left uncapped for up to three months without drying out. The ink, made from a water-based formula, can be easily washed out, so school uniforms remain stain free, no matter how creative kids get.

Bic’s Tropicolours range are made from wood-free resin which stops them from splintering, therefore keeping little hands safe

Bic 4Colours Fashion (RRP €3.20) is one of the latest additions to the classic 4Colour range. The new addition brings an edgy twist to the pencil-case favourite. Available in a lime green shade, the new pens include the choice of four colours; vivid pink, polished purple, light blue and lime-green. Or, for understated style, the classic Bic 4Colours, includes the traditional mix of black, red, blue and green, all in one handy pen.

For budding little artists, Bic Kids Tropicolours pencils (RRP €3.25) are just the thing. These bright packs of colouring pencils are easy to sharpen, making them perfect for detailed drawings and colouring large areas. An additional benefit is that the pencils are made from a special wood-free resin, which makes them resilient and, unlike normal pencils, won’t splinter, keeping small hands safe.

Ulrike Amaya, Bic UK and Ireland‘s marketing manager, said: "Children have the most wonderful minds and at Bic we are continually looking at ways in which we can help fuel their creativity, with new products that are both fun and educational. The new range for back to school 2013 adds a real burst of colour to pencil cases and with category sales traditionally rising by over a third during this key sales period – we anticipate strong demand over the coming months."

On hand to help

Sellotape has recently launched a brand new dispenser that was motivated by consumers

When it comes to wrapping gifts, consumers want to rely on an instantly recognisable and trusted brand; the Sellotape brand inspires that confidence. Under the tagline "Every roll inspired by you", Sellotape has launched a brand new dispenser motivated by consumers. Meeting identified needs* from a premium dispenser on-hand allows for variable tape lengths, ease of use and even two hands wrapping. Sellotape aims to make this new dispenser a top draw must-have item for every household.

Helen Griffiths, Sellotape brand manager, says: "In the development of this innovation we have kept the consumer’s wrapping rituals at heart trying to facilitate the process with On-Hand. Developed through extensive market research the On-Hand dispenser is always there to help when wrapping or sealing presents, parcels and envelopes. This new dispenser is an extension of you. It simply slots on the hand like a ring allowing you to dispense the tape as you hold the wrapping paper in place."

*(Source: Sellotape Dispenser Study 2011)

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