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LAS VEGAS -- GPX announced a corporate name change to Digital Products International (DPI) and a company-wide rebranding initiative that adds the iLive, Crayola, GoVideo and WeatherX brands to its GPX-branded portfolio.
St. Louis-based DPI owns the GPX, iLive, and Weather X brands and licenses the Crayola and GoVideo brands. The company is also open to adding new brands in the future, it said.
The new corporate identity "better represents where we are headed as an organization," said CEO Bill Fetter. It enables the umbrella company to maintain the individual identities for each of its brands, "positions us more effectively for future acquisitions," and enables the company to "secure a substantial and significant place in today's consumer electronics marketplace by cultivating growth through the addition of multiple layers of products and brands."
The individual brands will focus on design, product development, and manufacturing, but the brands will benefit from shared resources in such areas as research, accounting, engineering, domestic warehousing, and marketing, the company said. The company will also "be leveraged to enable expedited product launches [and] increased product innovation and feature options," Fetter said.
DPI was originally founded 35 years ago as Grand Prix Electronics...