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American Heart Association looks to create home line

Dallas - Concept Marketing Group, the New York based licensing consultancy, is collaborating with the American Heart Association to develop a collection of stylish home products to be named "Home is Where The Heart Is." The goal is to drive awareness of heart disease in women and raise revenue for the American Heart Association.
"Because women are the predominant purchaser of home furnishings, we believe fashionable home furnishings in concert with marketing materials, hangtags and other literature about the charity's mission, will serve as a means to educate the female consumer about how to live a healthy lifestyle and avoid this number one killer," said Kerry Glasser, founder of Concept Marketing Group.
An estimated 43 million women in the U.S. are affected by heart disease and 90% of women have one or more risk factors for developing heart disease, according to Lynne Muth, vp of corporate relations for the American Heart Association.

"This is the perfect time for the home industry to come on board as we continue to explore new means of reaching the consumer," she added.

Glasser said his firm is in the beginning stage of identifying various companies in a broad-array of home categories for the cause-related opportunity.


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