Newell Brands

What Newell Brands does

Newell Brands Inc. is a publicly traded American consumer goods company (NASDAQ: NWL) founded in 1903 and incorporated in Maryland. The company operates a portfolio of iconic consumer brands across four core categories: writing instruments (Sharpie, Paper Mate, Parker, Waterman), craft and adhesive products (Elmer's), commercial/educational visual communication (EXPO), baby care (Graco), and home organization (Rubbermaid). Products are sold primarily through major national retailers including Amazon, Walmart, and Target, as well as office supply distributors and a dedicated B2B/promotional products site (Newell Custom Writing Instruments). The company generates revenue via one-time unit sales of physical hardware and consumables, with pricing typically ranging from under $1 for basic pens to $29.99 MSRP for licensed themed collections.

In Q4 fiscal 2025, Newell reported quarterly revenue of $1.897 billion (down 2.7% year-over-year, core sales down 4.1%) but beat the $1.88 billion Street consensus, with adjusted EBITDA up 11.6% to $241 million and operating margin expanding from 7.1% to 8.7%. FY2026 adjusted EPS guidance of 54-60 cents was issued slightly below the 60-cent consensus. The company is absorbing a $130 million tariff impact projected for 2026 following China tariff reductions from 30% to 20%, which it has partially offset with up to 15% price reductions on baby care and Rubbermaid products. In December 2025, Newell announced a productivity plan reducing global headcount by over 900 employees.

The company's go-to-market combines licensing partnerships with entertainment franchises (Disney/Pixar Toy Story 5 collection timed to the June 19, 2026 film release), athlete endorsements and co-creation (Sharpie x Jeremiyah Love "Jeremonstar" comic book, April 2026), and product innovation (EXPO yellow dry erase marker reintroduced in March 2026 after two decades with new vibrant ink technology). Core technology consists of physical writing instrument manufacturing and ink chemistry rather than software or AI. Distribution channels are predominantly U.S.-based with Amazon, Walmart, and Target as the named flagship retail partners.

Name

Newell Brands

Legal name

Newell Brands Inc.

Website

https://newellcustomwritinginstruments.com

Company type

Public

Founded year

1903

Operating status

Operating

Headcount range

11–50 employees

Short description

Newell Brands is a publicly traded U.S. consumer goods company (NASDAQ: NWL) that manufactures and sells writing instruments (Sharpie, Paper Mate, Parker, Waterman), craft products (Elmer's, EXPO), baby care (Graco), and home organization goods (Rubbermaid) through major retailers including Amazon, Walmart, and Target.

Ownership category

akta.pro rank

Product category

Consumer Products

NAICS

Office Supplies and Stationery Retailers (45941)

SIC

Pens, Pencils & Other Artists' Materials (3950)

akta.pro primary industry

Branded Merchandise & Corporate Gifts (BPAFAMAA)

Keywords

• Writing instruments
• Consumer products
• Office supplies
• Baby care products
• Home organization

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Consumer Writing Instruments: Revenue from Sharpie markers, pens, Paper Mate writing instruments, and related products sold through retail channels.
2. Commercial/B2B Products: Revenue from EXPO dry erase markers and commercial writing instruments for office and educational use.
3. Baby Care Products: Revenue from Graco Pack 'n Play, Turn2Me car seats, and other baby care products under the baby care segment.
4. Rubbermaid Home Products: Revenue from Rubbermaid food-storage products and home organization items.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Newell Brands manufactures and sells consumer products including writing instruments (Sharpie markers and pens, Paper Mate pens, Parker and Waterman premium pens), adhesives and craft products (Elmer's glue sticks and slime kits), dry erase markers (EXPO), baby care gear (Graco car seats and playards), and home organization solutions (Rubbermaid food storage). Products are sold primarily through major national retailers and e-commerce platforms for individual consumers and commercial buyers.

Differentiator

Problem solved

Functional benefit

Brands

• Sharpie: Permanent markers, pens, highlighters, and gel pens for everyday and creative use
• Paper Mate
• Parker
• Waterman

Products and services

• Sharpie Markers, Pens & Highlighters Permanent markers, pens, highlighters, and gel pens for everyday and creative use, sold to individual consumers and through promotional product channels.
• Paper Mate Pens

Quantifiable outcome

• 11.6% increase in adjusted EBITDA to $241 million in Q4 2025
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Disney and PixarcoreStrategic or Co-development Partner · 7 May 2026Sharpie and Elmer's brands under Newell Brands collaborated with Disney and Pixar to create a limited-edition Toy Story 5 collection featuring iconic characters including Woody, Buzz Lightyear, and Jessie on product packaging. The collection includes markers, glue sticks, and slime kits rolling out nationwide ahead of the film's June 19, 2026 theatrical release.
• Jeremiyah LoveminorGTM or Marketing Partner · 23 April 2026Sharpie extended its partnership with 2026 Sharpie Rookie of the Year Jeremiyah Love, launching a limited-edition comic book titled 'Jeremonstar: Draft Day Ashcan' and a custom draft suit featuring artwork created with Sharpie products. The partnership continues through Love's rookie season and marks an expansion from traditional endorsement into co-creation around Love's comic book venture.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Reckitt Benckiser: Reckitt is a global consumer goods powerhouse with comparable scale in branded household products, providing a benchmark for mature consumer staples margin profiles and category management.
• 3M: 3M is a diversified industrial and consumer conglomerate with Post-it and Scotch brands that overlaps with Newell's office and home organization categories, including some writing-adjacent product lines.

Emerging players

• ACCO Brands: ACCO Brands is a consumer and office products company with writing instruments, school supplies, and office essentials, providing partial overlap with Newell's stationery and writing category offerings.
• Crayola (Hallmark Cards): Crayola is a leading arts and crafts brand owned by Hallmark, directly comparable to Newell's Elmer's craft products and adjacent to Sharpie markers in the kids' creative expression category.

Direct peers

• Pilot Corporation: Pilot is a major Japanese writing instrument manufacturer (G2, FriXion, Juice) competing head-to-head with Paper Mate and Sharpie in gel pens, ballpoints, and markers globally.
• Pentel: Pentel manufactures writing instruments and art supplies including gel pens, mechanical pencils, and markers, directly competing with Paper Mate and Sharpie in the consumer and office categories.
• Faber-Castell: Faber-Castell is a global writing and art supplies manufacturer with comparable product lines in pencils, pens, and markers, overlapping with Sharpie, Paper Mate, and Elmer's.
• Mitsubishi Pencil Company: Mitsubishi Pencil (uni brand) is a Japanese writing instrument manufacturer with pencils, ballpoints, and markers that compete with Newell's writing brands across global retail channels.
• BIC Corporation: BIC is a global manufacturer of ballpoint pens, markers, and writing instruments directly competing with Sharpie, Paper Mate, and other Newell writing brands across consumer and office channels.
• Staedtler: Staedtler is a German manufacturer of writing, drawing, and art supplies directly comparable to Newell's writing instrument portfolio, particularly in premium and education channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Newell Brands