Elmer's Products

Elmer's Products, Inc
Private
Industry Adhesives, Stationery, Craft, Hardware
Predecessor Borden
Founded 1947
Founder Gail Borden, Jr.
Headquarters Westerville, Ohio, U.S.
Area served
 Worldwide
Key people
 Roger Posacki, (President & CEO); Doug Kramer, (CFO)
Products Adhesives, Office supplies, Craft Supplies, Wood filler, Sealants, Paint markers, Foam board, Organizational products, Cutting tools
Brands Elmer's, X-ACTO, Krazy Glue
Website www.elmers.com

Elmer's Products, Inc. is the manufacturer of Elmer's Glue-All, a popular PVA-based synthetic glue, in addition to other craft, home repair and office products, including Krazy Glue, ProBond adhesives and X-Acto cutting tools.

The logo for the brand was based upon "Elmer the Bull", mate of Borden Inc.'s advertising mascot Elsie the Cow during the 20th century. Elmer's image continues to be featured in the company logo.

Introduced by Borden, it was spun off independently in 1999. The company was acquired in 2003 by Berwind Corporation, a privately held investment firm.

History

On May 11, 1857, with three employees and one product, Gail Borden founded the company that became Borden Inc. In 1929 Borden purchased the Casein Company of America, the leading manufacturer of glues made from casein, a byproduct of milk. Borden introduced its first glue product, known as Casecorez Glue, in 1932. Five years later, the company began production of resin adhesives for use in woodworking.[1]

Early years

Immediately after World War II, the company expanded into synthetic resin glues, and in 1947 the first multipurpose consumer white glue known as Elmer’s Glue-All was introduced.[2] The glue was packaged in a glass bottle with a popsicle stick–type wooden applicator and attached with a rubber band. Consumer feedback confirmed a need for an easier-to-use delivery method, which prompted the company to develop easy-to-squeeze bottles featuring a push-pull orange cap, introduced in 1952. This innovation remains on many Elmer’s products and a trademark of Elmer’s Products.[3]

Elmer’s Glue-All was introduced in 1947; packaging circa 1976

Later years

Over the next few decades, Elmer’s focused on expansion of adhesive products for school and home in addition to developing a variety of hardware sealants, compounds, and caulks. In 1968, Elmer's introduced Elmer's School Glue, the first white glue that washed out of clothes.[4]

Elmer’s School Glue was introduced in 1968; packaging circa 1976

In the early 1990s, Elmer’s also began marketing Krazy Glue, a well-known instant adhesive.

In response to teacher requests for an easier-to-use, no-mess bonding method, Elmer’s introduced its line of glue sticks in 1983, easing application and reducing mess.[5]


In 1994, Borden was purchased by Kohlberg Kravis Roberts and Elmer’s was launched as a separate operating company. [6] The company focused on creating category-leading adhesive and related products for school, crafts, hardware, and home repair use.

In 2000, Elmer’s acquired Ross Products, an expansion that helped accelerate product development beyond adhesives and into the world of creative arts and crafts. Two years later, Elmer’s was purchased by another private equity firm and merged with Hunt Corporation, known for development of adult arts and crafts and office products, including the X-ACTO and Boston brands. In addition, Painters paint markers and other arts and crafts brands were added to the family.[7]

Let's Bond Program

In 2013, Elmer’s partnered with researcher Richard Rende, Ph.D., to explore the benefits arts and crafts can offer children in the early years of growth and development. His research revealed that creative interaction between parents and young children engaging in activities like arts and crafts not only provides immediate and lasting cognitive benefits, but also creates a unique bonding experience. [8]

Elmer the Bull

Although Elmer the Bull did not become the marketing symbol for Borden’s adhesive line did until 1951, he had been a familiar household name since the 1940s. Elmer was designed in 1940 by David William Reid. Reid was part of the advertising team that developed Elsie the Cow, the well-known bovine marketing symbol for the dairy division. [9] Elmer was a huge hit with the public and was frequently seen alongside Elsie and their children in most promotional and advertising campaigns. [10]

In 1951, Elmer the Bull was officially chosen to be the marketing symbol for all adhesives in the Borden line, and his portrait has been appearing on Elmer’s packaging ever since. [11]

Elmer's washable, no run, School Glue

Elmer's does not use animals or animal parts to make glue. Its glue adhesive products are made from synthetic materials and are not derived from processing horses, cows or any other animals .[12]

Products

Glues and Adhesives

Wood Fillers and Repair

Foam and Display Boards

Paint Markers and Other Supplies

Other Brands

X-ACTO

X-ACTO is the brand name for a variety of cutting tools and office products. Cutting tools include hobby and utility knives, saws, carving tools and many small-scale precision knives used for crafts and other applications.

Krazy Glue

Krazy Glue, a super-strong, fast-drying instant adhesive was introduced to the North American market in 1973. The chemical name for Krazy Glue is ethyl cyanoacrylate.

Trademarks

The following are exclusive trademarks of Elmer's Products.

References

  1. ↑ "Borden Inc., History".
  2. ↑ "Locally Made".
  3. ↑ "Elmers" (PDF).
  4. ↑ "Elmers Turns 50, Isn’t Just Sticking to Glue".
  5. ↑ "Elmers" (PDF).
  6. ↑ "Borden Inc., History".
  7. ↑ "Elmers" (PDF).
  8. ↑ "Discover the Lasting Benefits of Arts and Crafts".
  9. ↑ "David Reid -- Creator of Elsie the Cow".
  10. ↑ "Elmers" (PDF).
  11. ↑ "Joey Green's Weird Facts About Elmer's Glue-All".
  12. ↑ "Elmer's Glue Frequently Asked Questions (FAQ)".

External links