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OAKDALE, MINN. -- Imation made good on its promise to extend its portfolio beyond storage by launching a lineup of CE products under its new Npower brand.
The lineup will consist of roughly 20 SKUs bearing characters from Nickelodeon. It will include an LCD TV, DVD player, digital cameras, a digital photo frame and MP3 and portable media players.
The product line was in development by Memcorp and Nickelodeon and was continued after Imation purchased Memcorp in July, said Steve Moss, Imation's chief marketing officer. The goal, Moss said, was to create a line of "true consumer electronics" for kids, particularly the 8- to 11-year-old demographic that are aware of CE products but not yet owners.
While individual dealers will determine merchandizing, Imation sees the products as consumer electronics and not toys. "We want to...