By Lisa Johnston
New products on display at the American International Toy Fair, held in N
TV personality Kelly Ripa joined Electrolux executives here this month to kick off a charity program built around the brand's new turquoise-toned front-load laundry pair.
Ripa, spokeswoman for Electrolux's recently launched 22-SKU premium majap collection, and Keith McLoughlin, president/CEO of Electrolux major appliances for North America, announced a two-year commitment to raise $500,000 for the Ovarian Cancer Research Fund (OCRF).
Beginning this month, which is Ovarian Cancer Awareness month, the manufacturer will help reach that goal by donating $100 for every turquoise Electrolux washer or dryer purchased up to $225,000. The shade was inspired by the brightly hued ribbon that symbolizes the fight against ovarian cancer, the company said.
Consumers can also visit Kelly Confidential (http://kelly-confidential.com), a new lifestyle Web site created by Electrolux where visitors can buy a limited-edition t-shirt designed by Ripa or send a virtual T-shirt to a friend. Electrolux will donate $1 to the OCRF for every virtual shirt sent, and all proceeds from the sale of the cotton tees will go the research fund.
The laundry pair, also available in blue, silver and white, cleans and dries the most clothes in the shortest time of all residential washers and dryers, the manufacturer said. It is already on the floors of independent dealers and national chains, including Best Buy, Lowe's and Sears.
"People are looking for ways to make their homes run easier and more efficiently … that's why our new laundry collection is so in step with today's needs," McLoughlin said. Features include steam action to remove wrinkles and refresh clothes in the dryer; a balancing system to keep oversized wash loads stable for smooth, quiet operation; and a wash stain menu with 22 settings.
"My favorite setting is the one for vomit," quipped Ripa, who is the mother of three children.
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