National Jeweler Network

Market Developments

Stuller now distributing Scrabble jewelry

November 13, 2013


World Trade Jewelers developed Scrabble jewelry, which closely mimics the pieces in the popular board game. Photo credit: Lazar Advertising

Lafayette, La.--Stuller is now the exclusive distributor of World Trade Jewelers’ Scrabble brand jewelry, a line of necklaces that are available in letters A through Z in sterling silver and gold-plated silver.

New York-based World Trade Jewelers (WTJ) will maintain the Scrabble jewelry license and provide product development, packaging, marketing and public relations support to Stuller. WTJ announced in April that it was partnering with toy and game company Hasbro Inc. to create a jewelry line modeled after Scrabble, as well as lines for two other Hasbro products, My Little Pony and Candy Land.  

Stuller also exclusively distributes Hershey’s Kisses and Sweethearts jewelry through its partnership with WTJ. Stuller began selling the Hershey’s pieces in January 2012, first offering 27 styles of jewelry; now, the line has grown to more than 250 styles.

“The debut of Scrabble brand jewelry and the expansion of the Hershey’s Kisses jewelry lines are examples of how WTJ has successfully translated highly recognizable and legendary consumer brands into jewelry demand,” said WTJ CEO Murray Shabot.