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Eyecare Business

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Lines & Launches

What’s new for buyers

Eyecare Business July 1, 2010
lines and launches

Amy Spiezio • Photography by Peter Baker

Home Run Style
LIBERTY SPORT SCORES WITH MAXX 20 BASEBALL SERIES

Liberty Sport has launched the Maxx 20 Baseball Series, its newest protective eyewear style. The Rec Specs Maxx 20 style meets or exceeds the ASTM F803.03 standard for baseball for children eight years old and younger at speeds of 40 mph and below.

“Baseball has three different levels of standards based on age and speed. During the process of retesting our existing styles, we were excited to learn that our existing top-selling Maxx 20 style already passed the standard for children eight years old and younger,” says Carmine DiChiara, vice president of product development. “Children like to wear accessories that match their team colors, to emulate and show support for their favorite teams,” continues Linda Laube, vice president of marketing for Liberty Sport. “Rather than just announce that the existing Rec Specs Maxx 20 style passes the government standard for baseball, we decided to introduce a series of new colors inspired by Major League team colors.”

The Baseball Series colors include:

■ Black and orange: Inspired by the Baltimore Orioles
■ Navy and white: Inspired by the New York Yankees and Los Angeles Dodgers
■ Royal blue and orange: Inspired by the New York Mets
■ Crimson and white: Inspired by the Philadelphia Phillies, Boston Red Sox, and St. Louis Cardinals

To support ECPs selling the Baseball Series, Liberty Sport has developed a four-piece Baseball display, which is free with a purchase of the Maxx 20 Baseball Series frames.

INFO: 800-444-5010, www.libertysport.com

On Par
WALMAN OPTICAL DELIVERS CALLAWAY COLLECTION

Walman Optical has rolled out the Callaway Sunwear and Eyewear collections. The Callaway Sunwear collection features the NEOX Transitions SOLFX lenses. The superior technologies of NEOX and Transitions SOLFX lenses have been combined to offer patients 100 percent UVA, UVB, and HEV protection along with a variable tint to provide comfort and clarity during outdoor activities in any light. The Callaway Sunwear with NEOX Transitions SOLFX lenses are available in plano and prescription.

There are a total of 16 sunwear styles in three categories:

■ Mag Series: Made of lightweight Magnesium Alloy material that offers superior strength with a high-tech look and feel.
■ Sports Series: Made of a grilamid material that offers superior strength and is extremely lightweight and designed for the active sport wearer.
■ Par Series: Has fashion styling made with quality stainless steel, monel metals, and zyl plastics.

For ophthalmic eyewear, eight styles are offered in two categories:

■ Classic Collection: Classic styles made using quality stainless steel, monel metals, and zyl plastics.
■ Hybrid Collection: Fashion-forward styles made using quality stainless steel, monel metals, and zyl.

Walman Optical president and CEO Marty Bassett notes, “The Callaway brand will be a cornerstone collection, allowing us to expand our premium-branded frame offerings in the future. The combination of our proven success in digital free-form lens processing and the cutting edge NEOX Transitions SOLFX technology provides us with an outstanding product for the active outdoor consumer segment.”

Merchandising materials include a Callaway display environment consisting of a four-piece frame display, name plaque, and two countercards featuring the sun-wear and eyewear collections. A window decal for the ECP with the message of “Callaway Prescription Fitting” is also available. Each sunglass comes in a box with a custom hard case and cloth pouch. Eyewear comes in a custom hard case.

INFO: 800-873-9256, www.walman.com

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