Staples makes real profit on line inspired by "The Office"

11/25/2012 | New York Times (tiered subscription model), The

Staples is practicing "defictionalization," or reverse product placement, by expanding its line of paper products from the fictitious Dunder Mifflin paper company made famous in the TV show "The Office." Staples licensed the name from NBCUniversal and Comcast and sells the mid-range priced products via Quill.com and Staples.com as well as in stores. Staples expects the product line to live on beyond the series, which is expected to end its run in 2013.

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