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Step into an Office Depot these days and you’ll see crayons, markers, glue sticks and other items from Scholastic. Best known as a publisher of children’s books and educational materials, Scholastic initially linked with Office Depot for an exclusive branded product line of schoolbooks for teachers, but now it’s a sort of house brand for the chain. “Sort of” because such licensors are expanding the definition of private label and, along the way, providing a bright spot in the otherwise moribund licensing industry.
“It guarantees us shelf space, and it gives them something exclusive and a product array from a brand that has recognition with teachers, kids and parents,” says Leslye Schaefer, Scholastic’s svp, licensing.
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