October 11, 2011

Alexandria, VA – United Way Store announced a license agreement with Leap Year Publishing to promote the United Way® brand and give back with every purchase of Avalon™ brand wall calendars.  The 2013 calendars will be sold through mass, drug, grocery and online retailers beginning May of 2012.  “Leap Year is delighted to partner with a great organization like United Way and in doing so give back to communities” says Enno Tjalsma, President, Leap Year Publishing.  Leap Year considered several charitable partners for this project before partnering with United Way.

“United Way has more than one hundred years of brand equity, with endless potential inside the national consumer market.  A broad reaching category like wall calendars fits very well with our audience.  Combining a large variety of wholesome titles with a mechanism that helps people and communities through United Way, we believe the program is positioned for success” says Greg Magnani, President and CEO, United Way Store.

United Way is recognized as a leader among non-profits, and has more than 12 million supporters actively giving, volunteering, and advocating for United Way.  Through corporate partnerships, workplace campaigns, brand and advertising strategies, and the tireless work of local United Way organizations, a United Way brand that is deeply entrenched in American culture continues to attract a greater following.  United Way draws positive feelings and emotional connections among its target audience; people who care about their community and are active in improving it.

Lemur Licensing of Marietta, Georgia brokered the license agreement.  Lemur Licensing is a full-service licensing agency that specializes in trademark and brand licensing.