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Newpoint's recently announced licensing agreement with Rayovac is the next round of ammunition the company is firing into its diversification effort (TWICE,July 12, p. 4).
Known for its surge protection line, the San Diego-based company recently announced Newpoint-branded USB products, two lines of media storage cases, new computer tools, and cables, and it is now launching a Rayovac-branded line of uninterruptible power supply (UPS) products.
"Our objective is to be a multi-category player," said Bill Unrue, president of Newpoint, a Fiskars company. "We are taking Rayovac's equity in batteries and transferring that to the UPS category. We found that Rayovac was the perfect name because it had the perfect brand alignment."
"UPS is really battery backup," said Unrue, and it is becoming increasingly popular. In fact, he said,...