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WallPops pack a kid decor wallop

IF you're looking for proof that kids view their bedrooms as great big canvases for self-expression, you need only consider the boom that's been playing out in the juvenile room décor product category over the past few years. But this lifestyle trend often puts a strain on parents, who are expected to pony up for new trappings and redecorate often to keep up with their little ones' fickle tastes. A new line of non-permanent wall stickers may ease the burden without cramping anyone's style, and the potential for applying kids entertainment licenses is patently obvious.
June 1, 2007

IF you’re looking for proof that kids view their bedrooms as great big canvases for self-expression, you need only consider the boom that’s been playing out in the juvenile room décor product category over the past few years. But this lifestyle trend often puts a strain on parents, who are expected to pony up for new trappings and redecorate often to keep up with their little ones’ fickle tastes. A new line of non-permanent wall stickers may ease the burden without cramping anyone’s style, and the potential for applying kids entertainment licenses is patently obvious.

WallPops are large-scale geometric-shaped stickers that come in sets based on different color combinations. Created by Randolph, Massachusetts-based Brewster Wallcovering Company, the appliqués stick on and tear away from surfaces as easily as Post-It notes, so kids can cover their bedroom walls and furniture and change them up as often as they like without damaging paint or leaving a sticky residue.

Since launching in September, WallPops have naturally become popular among college students, who are always keen to personalize their institutional dorm rooms in a non-permanent way. But Brewster has since added die-cut shapes and fun colors such as Way Cool Blue, Oh Pear and Flirt to appeal to the kid market.

Creative services manager Paula Berberian says the company is looking into licensing opportunities for WallPops and has one deal in the works that should play out in time for the back-to-school season. It won’t likely be long before that portfolio grows, though, since the manufacturer already holds licenses for wall coverings featuring Bratz, Strawberry Shortcake, Tonka and various Nickelodeon properties.

Looking at ways to kidify the line even more, Brewster is working on an erasable WallPops spin-off, which will consist of a large WallPops sheet that has a special coating so kids can scribble and draw all over it with dry-erase markers and then wipe everything clean and start from scratch again. Also in development is a line of larger graphic shapes that are intended specifically for nurseries and toddlers’ rooms.

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