Williams-Sonoma, Inc. WSM recently entered into a partnership with American Girl, a subsidiary of Mattel, Inc. MAT, to offer a premium collection of American Girl branded cookware products.
The new collection, which is scheduled to debut this month, will be available at Williams-Sonoma and American Girl stores and online. The collection will include baking sets, utensils, food mixes, and a cookbook. The partnership also includes launch of cooking classes for girls in June at Williams-Sonoma retail locations. These classes are priced at $30 and include a co branded gift bag. The classes will continue through the end of the year.
The company also announced that a limited edition American Girl spatula will be available at Williams-Sonoma and American Girl stores, priced at $12.95. The companies will offer 30% of the proceeds from the sale of the spatula to a campaign, No Kid Hungry.
This new partnership will cater to the never-ending demand for new products. Williams-Sonoma addresses this demand very well by offering exclusive designs for home furnishing products, textiles, accessories and entertaining essentials. Partnerships with other brands have always been one of the strengths of this Zacks Rank #3 (Hold) company. In Dec 2014, the company entered into a partnership with Kate Spade Saturday, the fashion and lifestyle brand of Kate Spade & Company KATE The alliance is aimed at creating a new collection of furniture, bedding, rugs and home accessories. These partnerships will boost the company’s revenues in the near term.
Meanwhile, Mattel has inked various partnerships in order to boost its revenues. Though the company has been losing ground to electronic toys and tablets, Mattel is aggressively making efforts to improve its sales while managing its costs. Mattel is already in a partnership with Quirky – one of the most unique invention companies in the world. This will help Mattel to improve its existing capabilities to expand its brands faster and boost innovation. It also has big partnerships with other entertainment and internet companies, YouTube, Amazon.com Inc. AMZN and Netflix.
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