Rubbermaid Updates Classic Roughneck Tote with Natural Cedar

FAIRLAWN, Ohio, Aug. 9 /PRNewswire/ -- Rubbermaid knows it can be tough to improve on nature. That's why it took inspiration from the natural world in updating its classic Roughneck(R) resin storage totes to now include embedded cedar wood.

The result is the new Cedar Storage Tote line, offering a light cedar scent, natural resistance to insects and a unique and highly appealing texture -- proving once again that at Rubbermaid, innovation comes naturally. The patent-pending process produces a cedar-colored tote with the smooth finish and shape that consumers will recognize as the traditional Rubbermaid tote. The first-of-its-kind cedar tote is currently available at Menards, select Target locations, and will be available later this year in a variety of stores, including Ace, The Home Depot, Wal-Mart and others.

"We knew the natural attributes of cedar were highly valued by consumers, but our challenge was to retain the proven durability and affordability of our category-leading Roughneck tote," said Doug Thompson, Rubbermaid Director of Home Storage. "Our team found the solution, and we're excited about the prospects for this new category of home storage."

Rubbermaid said it expects strong consumer interest based on its recent market research, which found that 4 out of 5 people said including cedar wood increased their likelihood of buying the tote, and 76 percent of consumers were somewhat or very likely to actually replace storage products they currently own with the cedar tote. Consumers said they would use the tote to store clothing and protect cherished items such as wedding dresses, baby clothes and heirlooms.

In designing the Cedar Storage tote line, Rubbermaid retained the legendary thick walls of its totes, thus not sacrificing quality, but added cedar to the plastic during the molding process. "It worked well through the molding process, and when the cedar was combined with resin, it retained its signature smell," said Brian Dengler, technical manager at Rubbermaid's Greenville, Tex. manufacturing facility, which developed the innovative composite process. He added that the process worked without transferring cedar oil to contents stored inside, so clothing and papers kept in the Rubbermaid Cedar Tote are not prone to absorb the scent or stain of cedar. Also, because the product is made primarily of resin, it provides superior moisture protection and exceptional value.

In addition to durability and structural testing, Rubbermaid contracted one of the nation's foremost entomologists, Jules Silverman, Ph.D., to test the tote's insect-repelling properties. He found Rubbermaid's Cedar Tote to be very effective repelling clothes-munching moths and firebrats, the pest commonly known as "silverfish."

"I'm really proud of our Greenville engineering and production team," said Rubbermaid President Dave Lumley. "They rose to the challenge and delivered differentiation and innovation, the most fundamental hallmarks of our brand. We have high expectations for the Rubbermaid Cedar Storage line as it doesn't just store clothing or mementos, it protects them."

Rubbermaid has been producing its sturdy Roughneck(R) resin storage totes for more than 20 years and is the leader in home storage products. The patent-pending Cedar Storage line includes several different sizes and features ranging from 18-31 gallon Roughneck totes, two Latching Totes, a Wheeled UnderBed Box, and two Stack N'View Totes with a clear top for ease of finding stored items, all priced at under $30.

About Rubbermaid: Rubbermaid Home Products is a leading designer and manufacturer of durable, innovative household organization and utility products, and is among the most trusted, consumer-loyal brands in America. Part of the Newell Rubbermaid family, Rubbermaid markets a full line of superior-quality products for home, closet and garage organization; kitchen, bath and outdoor storage; as well as seasonal and hardware products in a variety of materials. For more information, please visit Rubbermaid's web site at http://www.rubbermaid.com/ .