Magic Bullet(R) Owner, Homeland Housewares, LLC, Reclaims International Brand Marketing Rights

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Homeland Housewares, LLC, owners of the world famous Magic Bullet(R) brand, announces it has reclaimed international marketing rights for the Magic Bullet brand from its present licensee, Thane Direct, Inc., as part of its ongoing long-term business and branding strategy. Homeland Housewares, and its related entity Alchemy Worldwide, LLC, will market the original Magic Bullet(R) as well as a host of new and innovative products worldwide, excluding the Scandinavia countries and Australia, where Thane Direct, Inc. is vertically integrated.

In our formative years, Thane was helpful with our international marketing efforts

    "In our formative years, Thane was helpful with our international marketing efforts," said Lenny Sands, President of Homeland Housewares. "However, as our company grows, we feel the necessity to take sole ownership of worldwide marketing for the Magic Bullet(R) and all of Alchemy's other brands so that we can be more creative and aggressive in our efforts. Additionally, we will be able to more closely work together with our international customers to do a more effective job, as we have done in the United States, in stopping the flow of counterfeits throughout the world. We look forward to expanding our international markets and developing mutually beneficial relationships with distributors on a territory by territory basis."

Homeland Housewares is preparing to launch an aggressive campaign to strengthen sales of its Magic Bullet(R) and several new products throughout the world and will be meeting with many foreign distributors at the Electronic Retailing Association Convention at the beginning of next month.

About Homeland Housewares, LLC

Formed by founding partners Lenny Sands, Jeff Clifford and Brady Caverly, in conjunction with veteran product developer, marketer and on-camera host talent, Mick Hastie, Homeland Housewares is a developer, manufacturer, marketer and distributor of innovative houseware products designed to make life easier at home. The wildly popular Magic Bullet(R) has been one of the biggest Direct Response TV success stories of the past decade and is sold in over 40 countries worldwide. Homeland Housewares can be reached at 310.996.7200 or at

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Ryan Croy
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