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Sony Creating Exclusive CE Line For Target

3/25/2002 11:48:00 AM Eastern

Minneapolis, Minn. - Sony is developing a line of small CE products exclusively for Target Stores that's set to debut later this spring.

The nine-SKU collection, dubbed Sony Liv, will include CD players, radios, alarm clocks and a universal remote. The program represents the first time that Sony has designed a line exclusively for a single retailer.

Each of the products will retail for under $150.

Target said the collection will feature 'ultra-modern color designs' and user-friendly details more commonly found on higher priced products. The items are white with lime and silver highlights, and styles include a clutch radio that resembles a purse and an under-the-counter mounted CD player designed specifically for the kitchen.

'Target is committed to making innovative products and great style accessible to everyone,' said Steve Eastman, VP/merchandising for the discount chain. 'The superior aesthetic of our Sony line offers Target guests a unique combination - the high quality of Sony electronics with the great looks and forward design guests expect from Target.'

The Sony Liv collection joins a made-for-Target line of clock radios and cordless phones developed by Philips and designer Michael Graves.