By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Six months after Whirlpool acquired Maytag, Whirlpool has announced plans for a series of re-branding initiatives for the brand.
Whirlpool says its plans revolve around a focus on Maytag's tradition and history. Pointing to Maytag's start as a farm implement company, a stint as a manufacturer of bomber parts during World War II and its iconic Maytag Repairman, Jeff Davidoff, VP of brand marketing and communications for Whirlpool said “The Maytag brand has been an integral part of all our lives.”
The company said the new initiatives will begin rolling out over the next 18 months. Among the plans is the launch of the first Maytag products since the brand's acquisition. These new products include the Maytag Epic Front Load washer and dryer and the Maytag Ice20 French door bottom-freezer refrigerator, among others. Other highlights include Maytag's celebration of the 100th anniversary of its first washing machine in 2007.
This TWICE webinar, hosted by senior editor Alan Wolf, will take a look at what may be the hottest CE products at retail that will be sold during the all-important fourth quarter. Top technologies, market strategies and industry trends will be discussed with industry analysts and executives.