March 2007

PRESS RELEASE - FOR RELEASE IMMEDIATELY

Contact - Dan Williams  1-800-452-4462 ext. 489

dwilliams@hlchina.com  

  

NEW FIESTA® BAKEWARE COMPLEMENTS DINNERWARE BRAND COMPANIONS

First-time collection from The Homer Laughlin China Company™ offers like quality and timeless styling of celebrated everyday china

Newell, WV—(March 11, 2007)—The Homer Laughlin China Company™ (Homer Laughlin) introduces its first-time FIESTA® Bakeware collection with a design emulating the company’s celebrated dinnerware. FIESTA® Bakeware boasts a sculpted design that complements the timeless styling of companion place settings and an assortment of contemporary inspired glazes. The collection features outstanding durability and the Homer Laughlin™ chip resistant guarantee.

"Fiesta® Bakeware supports today’s consumer’s growing desire for a broader range of function-able ‘lifestyle’ accessories," says Rich Brinkman, vice president of sales and marketing for The Homer Laughlin China Company™, "and who better to accommodate the need than the industry leader in china design and manufacture—Homer Laughlin™."

FIESTA® Dinnerware is the most collected china and tops bridal registries as the must-have in the everyday dinnerware category; Brinkman expects FIESTA® Bakeware to follow suit. Bake and serve continues to be the strong trend/growth category, and currently is untapped by the FIESTA® brand. "FIESTA® Bakeware offers a great deal of opportunity to an established brand…and one with an established following," finishes Brinkman.

Look for FIESTA® Bakeware at Booth #S2005 at the International Home & Housewares Show, McCormick Place, South Building. Shown in contemporary coloring courtesy of the standard FIESTA® palette, sizes will consist of the following:

9" x 9" Square Baker

9" X 13" Rectangular Baker

9-1/8" long x 5-5/8" wide x 2-1/2" Individual Oval Baker

4-1/6" X 2-1/16" 8 oz. Ramekin

10-1/4" Deep Dish Pie Baker

6-3/8" Small Pie Baker

6-5/8" Utensil Crock

Durability

FIESTA® Bakeware withstands temperatures up to 500 degrees, which according to Brinkman, meets if not exceeds many competing ceramic brands. Adding to the purchase appeal, all pieces are microwave, dishwasher and freezer safe. In fact, says Brinkman, "the avid baker will be impressed with the ability to transfer any one of the bakers from the oven to the freezer, almost immediately upon baking a dish. That’s the integrity of Homer Laughlin™."

As with FIESTA® Dinnerware, FIESTA® Bakeware also comes with a three-year chip resistant guarantee.

With a vitrified ceramic body, FIESTA® Bakeware will not absorb odors or moisture.

Timeless styling

Designed exclusively by the Homer Laughlin™ in-house design team and manufactured in the U.S., FIESTA® Bakeware expands on the time-honored tradition of the number one selling dinnerware.

Frederick Hurten Rhead unveiled the FIESTA® Dinnerware design in 1936. Today, it ensues with art deco styling and bold, bright colors. More than 50 items provide maximum service options and consistency in design; the plate’s coupe shape allows maximum food plating surface; and sculpted concentric rings highlight and frame the food presentation. "FIESTA® Bakeware offers the same design and contemporary color palette," says Brinkman.

Concentric rings frame each baker and accessory to create a look similar to the everyday china, and of course, consumers can choose from eight assorted glazes, including: Shamrock, Sunflower, Tangerine, Scarlet, Heather, White, Peacock and Cobalt Blue.

A May introduction to consumers

"We’re offering FIESTA® brand collectors the opportunity to complement their everyday china with baking dishes and matching accessories, and avid bakers a quality line of products," says Brinkman. Pieces from the FIESTA® Bakeware collection can be found at select fine department and specialty stores, as well as catalog and online.

Consumers can expect to see the FIESTA® Bakeware collection in those locations beginning in May 2007.

The Homer Laughlin China Company™

The Homer Laughlin China Company™, headquartered in Newell, West Virginia, is the largest domestic producer of china dinnerware in the United States. The company’s distinctive FIESTA® brand is featured on dining tables across the country and coveted by a large, enthusiastic group of collectors. For additional information, visit the Homer Laughlin™ Web site at www.hlchina.com.

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